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Luxury and Sustainability? The Dual Nature of Louis Vuitton and Gucci Explored

Posted on by mgray

Emilia Sharples byEmilia Sharples

According to Brand Finance’s annual report 2020, Louis Vuitton and Gucci are two of the most popular and valuable luxury fashion brands in the world. According to criteria from WWD, the report bases its evaluation assessment on the brand’s overall value, as well as its influence in shaping consumers’ choices, marketing investments, familiarity, loyalty, staff satisfaction, and corporate reputation.

A 2018 study from the consulting firm Quantis revealed that the apparel and footwear industries were responsible for an estimated 8.1% of the global greenhouse gas emissions in 2016. In addition to this, a study from the … Read the rest

Clothing a Rebellion: An interview with AllRiot

Posted on by mgray

Mr. Mohamad Akef - Columinst by Mr. Mohamad Akef – Columnist

Messaging is one of the most important responsibilities of any company or brand, especially today with the proliferation of options across all industries. Messaging is what separates winning companies from also-rans, and it’s what makes businesses attract and, more importantly, retain a customer base. Research from the Harvard Business Review reveals that 64% of consumers cite shared values as the main reason for a relationship with a brand, underscoring the importance of providing a clear message about a company’s identity and values.

In addition to crafting a message, companies must also ensure that their … Read the rest

Six simple ways to fill your wardrobe with sustainable clothing

Posted on by mgray

Sarah Lees, University of South Wales

The environmental impact of fashion waste is overwhelming. Every year the UK alone sends 350,000 tonnes of clothing to landfills. And as the majority of garments are made from oil-based materials like polyester – 22.67 billion tonnes of polyester clothing is produced every year worldwide – they aren’t going anywhere fast. Oil doesn’t decompose, and if burned the material will release harmful chemicals into the atmosphere. There are also problems associated with trimmings such as buttons, zips, studs, and interfacing or lining. When buried with other waste in landfills, the combination of metal … Read the rest

Normcore: when being ordinary becomes a fashion statement

Posted on by mgray

Josephine Collins, University of the Arts London

Putting together words like normal and fashion feels like a contradiction, but that’s exactly what Gap is doing with its autumn/winter 2014 advertising campaign, called Dress Normal. It makes a virtue out of the normality of its clothes and proposes that individualism comes from authenticity, not flashiness.

Gap is following the flurry of media discussion about “normcore”, a term coined by a New York-based trend forecaster K-Hole that has been present since last spring and early summer. Normcore elevates ordinary clothing – basic jeans, T-shirts and trainers, for example – … Read the rest

It may not be possible to slow down fast fashion – so can the industry ever be sustainable?

Posted on by mgray

Mark Sumner, University of Leeds

The fashion industry has some major sustainability problems. By 2030, it is predicted that the industry’s water consumption will grow by 50% to 118 billion cubic metres, its carbon footprint will increase to 2,791m tonnes and the amount of waste it creates will hit 148m tonnes.

These predictions are in spite of significant progress being made by brands and retailers to minimise their impact. Many are using sustainable cotton initiatives to reduce water, energy and chemical use, new dyeing technology to reduce water consumption by up to 50% as well as numerous energy and … Read the rest