Issues of Fast Fashion: creating a responsible buyer campaign
Malyshenko, Anastasiya (2018)
Malyshenko, Anastasiya
Hämeen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201902051950
https://urn.fi/URN:NBN:fi:amk-201902051950
Tiivistelmä
The intent of this thesis was to research the concept of Fast Fashion and its influence on society and the environment. The Fast Fashion business is a business strategy, a main goal of it is to supply affordable trendy clothing and to maximize profit. The current environmental situation is negatively influenced by Fast Fashion production processes and moreover, it also develops consumerism among people.
The research was conducted about Wood Wood - a fashion brand that focuses on merging streetstyle, high fashion and sportwear. Recently they have adjusted their strategy towards sustainability. They are transparent with their CSR strategy, suppliers and materials they use. The author aimed to suggest a campaign that will increase awareness of Fast Fashion issues and influence customers to become responsible buyers. The investigation may serve as a basis for other brands that are interested in the topic. The author made a qualitative interview-based research where workers of Wood Wood expressed their attitude towards brand’s strategy, Fast Fashion and whether they are ready to create a campaign. The research discovered that workers of Wood Wood are conscious with their personal purchasing attitudes. However, it is also visible that the idea of sustainability is not yet fully accepted by workers. Wood Wood did not have any campaigns concerning the environment, but their workers are willing to do so.
The author suggested a campaign which could be named “Circular Fashion Campaign”, inspired by a panel discussion about the circular fashion on Copenhagen Fashion Summit 2018. Moreover, alternative options such as collaboration with Adidas, Helsinki Fashion Week and fashion bloggers were suggested as well.
The research was conducted about Wood Wood - a fashion brand that focuses on merging streetstyle, high fashion and sportwear. Recently they have adjusted their strategy towards sustainability. They are transparent with their CSR strategy, suppliers and materials they use. The author aimed to suggest a campaign that will increase awareness of Fast Fashion issues and influence customers to become responsible buyers. The investigation may serve as a basis for other brands that are interested in the topic. The author made a qualitative interview-based research where workers of Wood Wood expressed their attitude towards brand’s strategy, Fast Fashion and whether they are ready to create a campaign. The research discovered that workers of Wood Wood are conscious with their personal purchasing attitudes. However, it is also visible that the idea of sustainability is not yet fully accepted by workers. Wood Wood did not have any campaigns concerning the environment, but their workers are willing to do so.
The author suggested a campaign which could be named “Circular Fashion Campaign”, inspired by a panel discussion about the circular fashion on Copenhagen Fashion Summit 2018. Moreover, alternative options such as collaboration with Adidas, Helsinki Fashion Week and fashion bloggers were suggested as well.