Responsible Fashion Business in Practice Sustainable Concepts and Cases across the Fashion Industry

LIST OF CONTRIBUTORS

FOREWORD

• The book and its associated content are introduced by Andrea De Santis, who is part of the Global McKinsey AF&L team. He specialises in the retail sector, currently leading the AF&L practice in the Italian office.

• ACKNOWLEDGEMENTS　

INTRODUCTION

• So what does sustainability mean in the fashion business now?

• The emergence of the mindful "Eco-Conscious Consumer"

• Expert Insight from Disha Daswaney

• From planned obsolescence to circular systems

• Dissecting and understanding the 7P’s

• Introducing THE RESPONSIBLE 9 FRAMEWORK

• Objective of the book and how the book structured　

• References and further reading

CHAPTER 1　- CONSCIOUS ITEM

• Expert insight from Charlotte Turner

• Responsible Fashion Design

• Expert insight from Massimo Casagrade

• Textiles and Fibres

• Dyes

• Expert insight from Karen Spurgin

• Slow fashion

• Expert insight from Jeffery Heilgers

• Key takeaways

• References and further reading

CHAPTER 2 - CIRCULAR SERVICES

• The Product Life Cycle: The post purchase necessity　　

• Turning waste and deadstock into new items

• Circular ranges and products from plastic

• Increasing the lifespan of a garment through aftercare

• Repair

• Buy and give back schemes

• Preserving the archive

• Expert insight from Andrew Groves

• Second hand market　

• Expert insight from Felix Krueger

• Expert insight from Gemma A Williams

• The Sharing Economy　

• The consumer as the investor

• The new conscious priority

• Expert insight from Laura Coppen and Daniel Newton

• Key takeaways

• References and further reading　

CHAPTER 3 - COMMUNITY　

• Expert insight from Craig Crawford,

• Corporate Social Responsibility (CSR)

• Introducing the CITREC Framework for CSR

• Expert insight from Lisa Nann

• Mission Statements

• Diversity in the workplace

• Expert insight from Mathew Dixon

• Equal representation in marketing and advertising　

• Volunteer programs

• The role of education

• Expert insight from Liliana Sanguino Ramirez

• Key takeaways

• References and further reading　

CHAPTER 4 - PERCEIVED VALUE

• Typical price strategy

• Transparent pricing - the importance in communicating the true cost to the consumer

• Expert insight from Mytro Angelidou

• Connecting with credible causes aligned to your brand proposition　

• Volunteer programs

• Expert insight from Lucy Litwack

• Charitable donations

• Expert insight from Erica Charles

• Key takeaways

• References and further reading　

CHAPTER 5 - ACCOUNTABLE SYSTEMS　

• Responsible Sourcing and Supply Chain

• Upstream and Downstream

• The challenges with the Supply Chain

• Expert insight from Archana Chandrasekar

• The deep layers of the fashion supply chain

• The need for ACCOUNTABLE SYSTEMS

• Unacceptable practice exposed

• Emissions

• Carbon Neutral

• Carbon Negative / Net Zero

• Sustainable transportation

• Innovations

• Expert insight from James Clark

• QR Codes

• On Demand Manufacturing

• Expert insight from Joanne Yulan Jong

• Packaging

• Biodegradable sustainable packaging solutions

• Reusable packaging

• Packaging free

• Solutions　

• Expert insight from Amy Kim

• Key insights

• References and further reading

CHAPTER 6 - GREEN ENVIRONMENT　

• The move to green and more environmentally friendly stores

• Zero waste

• Store interiors

• Clothes hangers　

• Mannequins

• The 5 R’s Hierarchy, Bell, 2020

• Expert insight from Patsy Perry

• Energy efficient lighting

• Renewable energy　

• Key takeaways

• References and further reading

CHAPTER 7 - GOVERNANCE　

• Organisations　

• Expert insight from M. Fernanda Hernandez Franco

• Certifications　 / Certification companies

• Activist groups

CHAPTER 8 - HONEST COMMUNICATION

• What is Greenwashing?

• Green marketing & communication　

• The New Green Marketing Paradigm, Ottman, 2011

• Ottman’s 7 Winning Strategies for Green Marketing, Ottman 2011

• Transparent communication

• Expert Insight from Peter Rees　

• The changing consumer　

• AIDA Marketing Model, Lewis, 1898

• Expert Insight from Martin Deal

• Responsible consumption

• Expert insight from Veronica Bates Kassatly

• Equal representation in marketing and advertising　

• Multicultural and inclusive marketing　

• The following expert insight, provided from photographer Darren Black

• Influencer marketing

• Expert insight from Giorgia Pagliuca　

• Brand activism and cause marketing strategies

• Key insights

• References and further reading

CHAPTER 9 - STORYTELLING PLATFORMS　

• Expert insight from Nick Pye

• Storytelling retail spaces

• Retailers showing genuine inclusive behaviour on the shop floor

• Expert insight by Vittorio Cosma and Mario Innocente

• Manifestos

• Communicating commitments in store

• Local stores

• Expert insight by Rae Sims

• Live streaming shopping experience

• Podcasting

• Expert insight by Samara Croci

• Key insights

• References and further reading

INDEX

Biography

Sennait Ghebreab is Programme Leader, Fashion Business, at the Istituto Marangoni School of Fashion, UK.

Sally Heale is Senior Lecturer at University of Westminster, UK and a Senior Tutor, Fashion Business, at the Istituto Marangoni School of Fashion, UK.

This is a must read for those interested in learning more about responsible fashion business in practice. The authors have created a valuable tool, named the RESPONSIBLE 9 FRAMEWORK and this is introduced and explained throughout the book. Insightful contemporary case studies and industry insights excellently serve to justify and clarify each of the 9 elements of the framework

Paolo Taticchi, Professor in Strategy and Sustainability, UCL School of Management, UK

This book offers an insightful take on how to re-think sustainability within the fashion industry, in all organisational areas, and at all stages of the product lifecycle. Definitely a must read for all fashion business leaders, students in the field and fashion consumers who want to make more informed purchase decisions

Eva Baquedano, Chief Omnichannel & Client Officer, LOEWE

An essential and accurate guide for every responsible business leader and consumer who is seriously committed to embracing the transition to a more sustainable future. A better future starts by asking ourselves the right questions, as this book brilliantly does.

Francesca Ragazzi, Head of Editorial Content, Vogue Italia