Transcript
Page 1: THE CURRENT LANDSCAPE CONSUMER AND FASHION INDUSTRY BACKGROUND
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THE CURRENT LANDSCAPECONSUMER AND FASHION INDUSTRY BACKGROUND

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ENVIRONMENTAL SUSTAINABILITY

is the # 1 cause among socially conscious consumers

Nielsen Global Social Responsibility Report March 2012

TODAY’S CONSUMER | GLOBALLY, SOCIALLY CONSCIOUS

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FOREVER 21 | BRAND

Global, Fast Fashion retailer

Source for current fashions at great value

Target demographic, females 17-24 years old

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FOREVER 21 | CORPORATE SOCIAL RESPONSIBILITY

Supplier and Vendor Social Compliance and Ethical Sourcing

Charity Programs

Environmental Policy

VAGUE

NO TRANSPARENCY

JUST A POP-UP ON WEBSITE

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RANA PLAZA COLLAPSEBANGLADESH24 APRIL 2013

2,515 INJURED1,129 DIED

DEADLIEST GARMENT-FACTORY ACCIDENT IN HISTORY

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"I have a Joe Fresh gift card and was going to go shopping there. Now I'm not so sure.” - Linda Bowser Fallis

"I need to know from each corporation before I decide if I want to buy anything from them.”- Jonathan Gottleib

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MOVING FORWARD

SUSTAINABILITY AND TRANSPARENCY FOR A GLOBAL INDUSTRY

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FOREVER 21 SAFE | PROJECT

Transparency for the consumer to see the production process behind their purchases

Support education for workers and improve working conditions

Track clothing from supply to production to store

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FOREVER 21 SAFE | CONSUMERS

SAFE, sustainable clothing line centered on the idea that proceeds go towards:

improving manufacturing facilities enforcing safety protocols for workersfair wages for production employees

Customers feel like they are making a difference and doing their part in the movement towards environmental sustainability

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FOREVER 21 SAFE | APP

Additional feature on the current Forever 21 app

Users can scan their clothing and see the production journey that went into creating the garment

Further suggestions on how consumers can be ethically conscious in their daily lives and purchases

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FOREVER 21 SAFE | WEBSITE

Dedicated to Forever 21’s sustainable policies and their new transparency with consumers

Pictures and Biographies of select workers from international production companies

Tips & Tricks on how consumers can lead a conscious life through their fashion choices

Behind the scenes look of the production process

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FOREVER 21 SAFE | GOALS

Appease globally, socially conscious customers with sustainable, trendy fashion

Encourage other global brands (H&M, Zara, Primark, Mango, etc.) to be transparent with consumers

Encourage producers to keep improving their facilities

Help move the fashion industry towards becoming more sustainable

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FOREVER 21 SAFE

SAFE ENVIRONMENTS

SAFE WORKERS

SAFE PRODUCTS

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THE END

ELOISA PUENTES | THE AMERICAN UNIVERSITY OF PARIS | APRIL 2014


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