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Tote bags are the most popular in AW 21/22, they are reusable and they are an everyday piece. Offering a one off piece Vivienne Westwood X ZARA tote is important as it gives the range something exclusive.

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Mini skirts are coming back into fashion, through out summer and into autumn mini skirts in all designs and patterns will be on trends. I will use this for my range as a basic core item, to be able to use time and time again.

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Collection Review: Key Items – Women's Skirts A:W 21:22 - WGSN Fashion

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The silhouette of wide leg trousers are becoming a major trend over the next few years and so I have taken this into account when choosing my CADS and the range plans.

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GREENS / REDS / BLACKS

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"For this reason, KENZO is partnering with WWF to support their work towards the TX2 goal, which aims to double the number of wild tigers by 2022, the next Year of the Tiger in the lunar calendar.
Composed of essentials – sweatshirts, t-shirts and tank tops – this new capsule collection is made of 100% organic cotton certified by the Global Organic Textile Standard (GOTS). For each piece sold, KENZO will donate US$10 towards the TX2 goal."

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KENZOxWWF

Since the beginning of the 20th century, the global population of wild tigers has fallen by over 95%, with an estimated 3,200 wild tigers left in 2010.

For this reason, KENZO is partnering with WWF to support their work towards the TX2 goal, which aims to double the number of wild tigers by 2022, the next Year of the Tiger in the lunar calendar.

Composed of essentials - sweatshirts, t-shirts and tank tops - this new capsule collection is made of 100% organic cotton certified by the Global Organic Textile Standard (GOTS). For each piece sold, KENZO will donate US$10 towards the TX2 goal.

Kenzo supports WWF on its TX2 tiger conservation goal
to double the global
population of wild tigers by 2022.

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KENZOxWWF Since the beginning of the 20th century, the global population of wild tigers has fallen by over 95%, with an estimated 3,200 wild tigers left in 2010. For this reason, KENZO is partnering with WWF to support their work towards the TX2 goal, which aims to double the number of wild tigers by 2022, the next Year of the Tiger in the lunar calendar.

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Final Edit.

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"responding to the needs of our customers through the best experience"
On Inditex online they address the customer service for all their brands, including ZARA. They claim to ensure the customer is at the centre of every business model and so this is important for the range too. The customer has to be at the centre of every decision. I can make sure of this by using my survey results as well as a comp shop and exploring ZARA myself.

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It also speeds up stocktaking by 80%, freeing up time for better customer care. This system is now available across Zara´s entire store base as well as Pull&Bear, Massimo Dutti and Uterqüe. The entire process is scheduled for completion in all the Group's brands in the summer of 2020.

Other customer advances being trialled include:

The integrated stock management, which is in place in Zara stores in 58 markets and completed in Uterqüe, that allows to fulfil customers' online orders both from store warehouses and online stockrooms, helping to shorten delivery times and enhance customer service.

Value-added customer services as same-day delivery -already on offer in Madrid, London, Paris, Istanbul, Taipei, Shanghai, Sydney, Warsaw, Toronto, Moscow, Mexico and New York- , and next-day delivery -available in Spain, France, the UK, Poland, China, South Korea, Canada and Australia.

mobile payments across 27 markets, which we will soon extend globally, simplifying the purchase and returns process.

the removal of paper tickets for all online orders from each brand already in 54 markets.

self-checkout, making the payment process easier.

interactive fitting rooms, in which customers can request new colours, sizes and personal shopping advice through a tablet device in the fitting room, as well as get tips on how to combine fashion items with a 'match with' option.

Automated order delivery points at Zara, where shoppers can pick up orders placed online at their convenience. These are currently available at the stores of Amsterdam (The Netherlands), Bilbao (Spain), Glasgow (UK), Haussman (Paris, France), Leicester (UK), Liverpool (UK), Marineda (A Coruña, Spain), Milan (Italy) and Stratford (London, UK).

Social media is also proving to be a valuable opportunity for us to strengthen our relationship with our customers. We are delighted that our customers talk to us about everything from the latest trends to supply chain integrity, giving us the chance to explain our commitments to sustainability, society and the environment. The group currently has over 175 million followers in social media.

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It also speeds up stocktaking by 80%, freeing up time for better customer care. This system is now available across Zara´s entire store base as well as Pull&Bear, Massimo Dutti and Uterqüe. The entire process is scheduled for completion in all the Group's brands in the summer of 2020.

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Forbes reported in 2018 that ZARA succeeds because it focuses on puling customers in rather putting product out. I focused on Zaras customer service and have tried to reflect this throughout the project. The range was smaller as it focused more on detail and what the customer wanted rather than the end profit.

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Spain-based Zara, the world's largest clothing retailer and owned by Inditex, is introducing an augmented reality experience in its stores. Shoppers can engage their mobile phones to see models wearing selected fashions when they click on sensors in the store or displayed on AR-enabled shop windows. Initially launched in 120 stores worldwide, such technology is irresistible digital-honey to draw millennials into the store and shop.

Creating customer curiosity is a most powerful pull marketing strategy. Every human being is innately programmed to satisfy it. With this new AR application and in so many other ways, Zara excels by pulling customers into the brand, unlike its closest competitor H&M, which remains fixed on pushing its brand and product out to the customer.

In studying these two oft-compared brands, the essential differences revolve around their overall approach to marketing. H&M still is fixed on the old 4Ps of marketing model-Product, Price, Promotion and Place-where the company and the brand is the focus.

By contrast Zara has evolved to the new 4Es of marketing strategy-Experience replaces Product; Exchange is new Price; Evangelism is now Promotion; and Every Place is new Place-that puts the customer at the center around which the company and brand revolve.

For Zara, it is all about the customer-experiences for the customer, exchange with the customer, Evangelism through the customer, and being every place for the customer. Shelley E. Kohan, assistant professor Fashion Institute of Technology, recently shared an analysis of the Zara difference based upon the 4Es marketing concept.
Zara makes customer experience king
Product used to be king, but not anymore. In the new retail economy, experience matters more than product in the mind of the shopper. Zara understands this.

"While Zara is an excellent purveyor of product, it also capitalizes on the store experience by continuously offering reasons for customers to visit the stores and catch the hottest trends at affordable prices," Kohan explains, noting that Zara has cultivated a loyal customer who visits about six times per year, as compared to other retailers in the contemporary market where two to three visits per year are the norm.

The fast-fashion experience formula for success combines frictionless shopping in a highly curated product environment offering scarce supply and new styles that rotate rapidly. "The more quickly and efficiently a customer can navigate through the store to explore and find hidden gems, the better the experience," she says. "Zara nails that."
Zara exchanges with customers for value
The old pricing formula-Pile it high, sell it cheap-worked well through the 20th century, but in the new experience economy, it has been replaced by the concept of exchange.

"Exchanging dollars for product is no longer meeting the needs of today's shopper as they strive for deeper connections with the brand," Kohan states. "Retailers must adapt to the changing consumer where the top characteristic is value. Today, value is measured beyond price, but also in time and convenience."

Zara has a deep understanding of the entire value proposition it exchanges with the customers. Its fast-fashion deliverable is available in the quantity, format and time in which the customer needs the product. That translates into great value.

"Branded value aligns customer's needs with a brand deliverable," Kohan stresses. For example, the most loyal customers for retailers typically account for 80% of the sales. These brand loyalists are also less price sensitive. "Appealing to the loyal segment of the target market, like Zara does, allows for higher profit margins and caters to customers who seek out branded value," she emphasizes.

Zara masters the concept of exchange as it is not the cheapest in the fast-fashion arena, but it consistently delivers branded value of trend-right product at appealing prices.
Zara creates brand evangelists
By making the brand experience meaningful and the exchange valuable, Zara taps the potential of its customers to evangelize the brand. Rather than push marketing out, Zara pulls customers in, cultivates them as brand influencers to improve operations, services and products and stimulates them to spread the word.

"Shopper frequency at Zara is 2x to 3x higher than traditional women's apparel, which indicates super loyalty to the brand," Kohan says. These loyalitsts become brand evangelists who share excitement about the brand with their networks. Zara, for example, has over 25 million Facebook followers, 16 million on Instagram and over one million in Twitter.

Zara has a highly evolved data infrastructure, Kohan also notes, that allows for super-efficient analysis of what's selling and being said on social media platforms. This data is used to improve various aspects of the business from product offerings to service enhancements. "The two-way communication between the customer and Zara allows for continual improvement of product and services," she says.
Zara is every place the customer needs it to be
Personal commerce is the every place where the customers are, rather than only in the physical place the brand is present. This is the new distribution model for retailers today: Delivering the brand experience and products when and where the customer demands it. Zara does that for them.

"Zara has devoted significant time, money and resources to develop a synchronized strategy between online and offline commerce," Kohan explains. Through this technology and mobile connectivity, it links a customer's shopping visit and provides access to inventory not present in the specific location. "It is a big win for both the customer and the company," she says.

And the company's store location strategy is another aspect of its every place factor. It currently operates in 2,213 stores across 93 markets and 39 online markets. The flagship locations are located in the most critical markets that appeal to their most loyal shopper. "Zara has the courage to continually strengthen their portfolio of stores by closing unprofitable ones, opening new markets, and expanding sister brands in existing markets (Zara Home, Massimo Dutti)," Kohan says.
Zara is all about the customer
Zara has cultivated unique advantages with its 4Es approach to marketing by focusing on experience, exchange, evangelism and every place strategies for the customer, rather than the old product, price, promotion and place concept focused on the brand. "As the brand ethos is so embedded in the customers' mind, the customer becomes the brand manager," Kohan explains.

In 2016, the service agents responded to more than 17 million customer inquiries, Kohan found. "Zara actually listens and reacts to customer feedback as its most valuable brand asset to improve its products and services, " she says.

Further, Zara focuses on its own people with corporate initiatives on diversity, respect, equal opportunity, work-life balance and professional development. Zara fosters a highly-engaged workforce that translates into highly-engaged interactions with customers. Additionally, over 60% of the Inditex workforce is 30 or younger thus aligning with the target market of the brand.

"The result is the customer and the company work cooperatively together so that the Zara customer becomes the Chief Customer Officer providing feedback on all aspects of the business," Kohan concludes. This is a fundamentally different alignment than brands using the 4Ps approach to marketing operate. Today the customer, not the company, calls the shots. Zara involves the customer interactively in the decision-making process. That is the Zara difference.

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Why Zara Succeeds: It Focuses On Pulling People In, Not Pushing Product Out

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Analysis of Zara's fast-fashion retailing strategy with FIT Shelley E. Kohan, based on the 4Es model of marketing, where Experience replaces Product, Exchange in new Price, Evangelism is now Promotion and Every Place is the new Place. Zara recognizes the customer as its most valuable brand asset.

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Sustainability on the runway has influenced a large part of the range. Vivienne Westwood is a designer brand and often features on the runway. "The latest offering from punk's Great Dame included all of Vivienne Westwood's signatures - plaids and clashing colors spliced with Rococo prints. An almost entirely sustainable collection with 90% of garments crafted from materials with a reduced impact on the environment, including denim made from organic, undyed cotton"

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According to edited, ZARA offer mostly women's clothing across their UK market, out of the 15,688 products 7,203 are women's and 3,129 are mens. Unisex kids is the second most designed for. I took inspiration for my range for this as it means I can mostly target my range for the woman market.

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Body-con dresses are now coming back into fashion as places open up after Covid restrictions. A body-con is classic wardrobe essential so a Vivienne Westwood twist would be a new and welcome add to any wardrobe.

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Blazers are in constant style, although occasionally they dip due to season or social problems at the time, COVID meant that loungewear came in and any other garment was left behind. Introducing blazers into the product mix means there are more options for the customer.

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Patterned trousers seem to be in trend and so are re wearable throughout the seasons, this fits my range as it means the garment can be worn time and time again. Using a classic silhouette that can be dressed up or down will ensure this.

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Even major department stores such as Selfridges are investing in shopping sustainably. Introducing a resell for designer goods and making sure the windows promote a sustainable future for the fashion industry.

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Gen Z are listed as the most conscious of clothes production but also on the other side of the scale as the most fast fashion consuming generation. "People under the age of 25 make up 41% of the world’s population and wield a dizzying $4.4tn spending power globally, according to a 2021 report by social media platform Snapchat. Over the next five years, this spending power will increase as they reach financial maturity."

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The Gen Z customer is the most socially and economically conscious generation, marketing towards Gen Z using their means of marketing such as experiences that create social media excitement as well as promoting the range on social media.This also influences the choice of my high street store, ZARA is big on Tik Tok, amongst influencer culture and social media itself, collaborating the brands together means ensuring a successful range within the target audience.

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WGSN released a report on Earth Day 2021 to address brands on how to promote sustainability to their consumers. A positive message or positive experience can influence similar purchases in the future, from the same brand. Creating a bigger customer base.

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When researching I chose to find other brands that have chosen to promote a sustainable range, KENZO has created a collaboration with WWF in support of animal extinction rates. I took inspiration from this as I also chose a designer brand and chose the sustainable route.

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Using this is discovered Apple Eco Leather, the industries collaborated in order to produce a leather from waste fruit waste. "Which integrates organic apple peels into the skin of the material, which makes it an Eco-Friendly alternative for those who care about the environment and animal life. Through this technique, we are able to use less PU making it an excellent choice for customers with environmental awareness that care about the environment."

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Final Edit.

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Draft 2

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Upon research both online and in store one of the most popular country of origins for ZARA is Turkey. I noticed this in a majority of the labels, these also happened to be most of the Join Life project which means Turkey is good choice to source the sustainable Vivienne Westwood x ZARA range from. This way I will be able to ensure Sustainable conditions as well as sticking to how ZARA tend to source their other garments from.

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ZARA is transparent about their materials used in production. Every item that belonged in the Join Life project has some sort of record to what materials were used and if they could be traced, one of the most important factors of sustainability. ZARAs transparency is important to this range as I can take influence from this for my own INP and showcase the materials I have selected and allow customers to see the conscious choice they are making as consumers.

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The current collaboration is sectioned to itself, it was interesting to see this as I could gather an idea of how I would approach my marketing aspect to the INP. The packaging gives me inspiration for my ranges label and the approach physical stores will take to promote the range. In the three stores I noticed that any collaboration has also been mixed with other ZARA pieces. This is where I took a lot of my range inspiration from as I decided to make sure the sustainable range meant each piece could be worn time and time again. Mixed with other ZARA products and worn season after season. ZARA have chosen to collaborate with another major UK brand that has a big history and no matter the changes in the industry still holds a place in the industry.

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ZARAs join life range is the approach to less impact on the world. When completing my comp shop I noticed around 50% of the products were a part of the Join Life project. ZARA promotes it amongst their other ranges and blends it into selected outfits as a way to incorporate sustainable items into everyday styles. The Join Life project not only focuses on the products but also the people behind the products, the work put into the ranges. Acceptable living wages and equal opportunities.

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From the store visit I took inspiration for my pop-up shop. As I want to keep the whole collaboration on brand with both, using the set up for ZARA whilst showing Vivienne Westwood inspired clothing will tribute to both brands. The mannequins showing outfits on offer whilst also creating a focus point and break up from the hanging rails. This also gives customers another way of styling outfits, more options with an outfit means it will be more than once. This adds to my range as it promotes sustainability, the main point of the ZARA X Vivienne Westwood range.

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As the range will be showcased in ZARA, it made sense to review the ZARA layout. I chose the Oxford Street store as it is the flagship therefore it has the newest and most updated stock. The layout struck me the most. The store wasn't crowded by displays, it was well lit and the stock was colour arranged with options for outfits. The store was mostly white and black with centre tables. The tables offered a selection of sizes making sure S to L was available. The store was well stocked and there were staff available to ask for more sizes. Covid-19 has limited numbers of customers allowed in a store because of social distancing, the store conforms to this and therefore makes the entire shopping experience a pleasureable experience.

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2018
Reimagined British pieces, at accessible prices (Starting from £55)
Both brands are associated with British values and so this collection is a nod towards British Culture.

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This week I have spent my time editing the small parts of my INP. I re-edited my business plan to ensure I have the most information presented as well as my Harvard referencing alphabetically ordered. Improving my business plans means I will be able to achieve a better grade. I finished my evaluation this week, concluding the range and the research as well the key skills I have improved and learnt throughout the last eight weeks. I am slowly reviewing everything against the checklist provided to ensure I have every single deliverable to the best standard possible. Tuesday I spent the day making the last possible edits before handing in at 5pm. I am impressed with my time management this project as I have used to do lists and constant checks to ensure I will not run out of time. This project is successful to me as I have had time to reflect and make any changes without any panic and knowing I had time for other feedback from Jumana.

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This week I began the final edits on sections of my INP. I always have struggled to reflect and so this time I made it one of the important jobs, I spell checked and made sure everything made sense.I made sure very section was to the best of my ability. I decided to do this now as it meant less checking for when I came to the deadline day. I also finished my marketing this week, I chose how I was going to present my pop up shop, the USPS and the floor plan. I decided that each order would come with a reusable tote which branded not only the logo, but the quote 'I am not disposable'

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I was excited at the design of these totes and upon reflection had decided its a good add on to the sustainable range. I progressed massively this week, and I feel in a comfortable position for the deadline next week. Throughout the next week until the 25th I will continue to spell check and ensure that my INP is completed.

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I had my halfway meeting this week. I finished my range plan earlier in week 5, and so I had moved onto my price allocation, washing line and store grade but after a conversation with Jumana I have decided to go back and add to my collection. Instead of the original 14 pieces I now have 20 pieces focusing on more accessories and a selection of bottoms. Expanding the range was a good option as it showcases more options for the customers and will hopefully create a more interesting collection. Adding the extra pieces was not difficult as I chose to add more basic pieces fitting the idea its a range the customer can wear time and time again.

Once I had reflected I decided that the original red blazer did not work for my collection as the print I used wasn't coherent with the rest of the range plan.

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I decided to change this blazer as the British flag print was not used elsewhere and so it stuck out amongst the tartan and the 'true punk' range.This week I also started my sourcing, I have all the information on the range plan including COO so I decided to start on my critical path as well as the pros and cons of sourcing from Europe, where ZARA currently sources most of their products. I made sure that each process is sustainable to fit with the collection and the USPS of the collection. On Sunday I decided to go over my business plan to update it and ensure it is as good as it can be.

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Using my research surrounding trends, pattern and colour mixes I began to create the range plan this week. I chose to make my range smaller from 35 choices to 14, this being as it makes the range feel exclusive but the availability makes it inclusive. I decided based on my EDITED research that a too heavy range is a good idea as it creates more options. I chose my designs based on VW iconic style and then on current wardrobe essentials that will stick around for a while according to WGSN research. I have began editing my CADS ensuring I make note of print and colour mix. My range is very tartan heavy but still has a mix off plain and other Vivienne prints. I decided on a few accessories as Vivienne is known for her accessories such as bags and jewellery. I retaught myself photoshop as I had forgotten from project 3 and I decided to try a different way of editing. I found this way much more easier than the previous way. I completed half my range this week focusing on the more elaborate pieces and leaving the basic pieces of the collection till next week.

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This week using the research on the range plan I started on my moodpboard and trend board as well as the key colours and colour palette. I chose to go for classic autumn colours but also a variation on these colours so the items can be worn throughout the whole year. A lot of my inspiration has come from Vivienne Westwood A/W 21 Ready To Wear collection showcased on Vogue. Using WGSN I noticed the trend of checks and jewel tone colours so I picked on this as the range is released towards winter.As I was researching I noticed a lot of younger online presences wearing ZARA as well as Vivienne Westwood and I made sure when picking my cads to go with items that were commonly featured on their social media accounts. I chose the main patterns that I will include in this collection this week, deciding to stick with a classic tartan and then a stand out testament fabric for Vivienne Westwood.

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Today I started pestle and swot. This week I’m going to get the main basis of my INP done. Including the comp shop and customer profile. Getting the basis of the INP done will help to progress quicker through the weeks. I struggled with the Comp shop as instead of actual brands and shops I had to compare the other designer and high street collaborations. Finding current and on trend collaborations was difficult as they are far and few between. I researched the sustainability of the collections and any other extra USPS they had to offer. The customer profile was very easy to establish, finding a customer I knew would shop at both ZARA and Vivienne Westwood was made easy via Instagram and I made sure to use ACORN backup. This week I finished the start of my presentation and I’ll be ready to move onto the range plan next week.

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A website that I used to decided how I will source my range, INDITEX, is known for their home ground productions and ability to have a quick turn around

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Top clothing manufacturers from Spain, ES

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ZARAs sourcing policy by its owner.
"We work with suppliers across 44 different markets to source most of our products –54% of the factories we work with are close to our headquarters in Arteixo (A Coruña, Spain), mainly in Spain, Portugal, Turkey and Morocco– . This is a complex process, but we follow a clear principle: always source responsibly and sustainably'

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Has sido redirigido a esta página. El contenido al que intentas acceder no está permitido para tu IP

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WGSN

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WGSN released a report in Earth Day 2021, showing brands how they can make environmental changes to their brand. I used this a guide to the USPS I wanted to offer for my range. On top of the clothing being sustainable I wanted to offer a sustainable way of transporting the items from store to home and other sustainable parts of the range.

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a limited edition print for the CAAT charity in support of banning arms production. VW discusses in her Manifesto that by not producing arms, it will impact change within capitalism and climate change.

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Vivienne Westwood 80th Birthday Manifesto

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Vivienne Westwood 80th Birthday Manifesto

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“I have a plan 2 save the world,” writes Vivienne. “Capitalism is a war economy + war is the biggest polluter, therefore [we need to] stop War + change economy 2 fair distribution of wealth at the same time… Let’s be clear, U + I can’t stop war just like that. But we can stop arms production + that would halt climate change + financial crash.”

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VW lists a clear and concise approach to the sustainability approach, listing the brands ideas and areas in which they are improving

https://www.viviennewestwood.com/en/our-approach/

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Vivienne Westwood has slowly established a name as being anti capital. This research helped to understand Vivienne Westwood's approach to sustainability as a brand.

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WGSN states that trousers, jackets and dresses will lead the way in A/W 21/22 this will be helpful in creating a range as it means I can make the products easy to style across all seasons.

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Carolina Obregon was one of the designers of WOOCOA, she made a blog and used the blog to put into words the process of creating WOOCOA. The material is a wool that is sustainable and animal friendly.

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WOOCOA's journey begins by winning the 2018 Biodesign Stella McCartney's and PETA's special Animal-Free Wool challenge. The price provided WOOCOA a visit to Stella McCartney's HQ in London, UK. Since then, the startup has focused on creating a biobased regenerative Animal-Free wool-like fiber using waste from medicinal marijuana obtained from a crop located on the outskirts of Bogotá, Colombia's capital.

WOOCOA is a biofabricated wool-like hygroscopic, thermal, and antimicrobial fiber. The yarn is durable, easy to dye, environmentally friendly, flexible, elastic, and wicks away humidity. Its produced under a circular and regenerative process.

The team published a scientific article in Taylor & Francis, Journal of Natural Fibers, titled Preparation, Extraction, and Processing of Water-Retted Cannabis Sativa L. Fibers .

Giovanna Daníes, Moisés Hernández, Carolina Obregón, Manuel Ortiz

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WOOCOA's journey begins by winning the 2018 Biodesign Stella McCartney's and PETA's special Animal-Free Wool challenge. The price provided WOOCOA a visit to Stella McCartney's HQ in London, UK. Since then, the startup has focused on creating a biobased regenerative Animal-Free wool-like fiber using waste from medicinal marijuana obtained from a crop located on the outskirts of Bogotá, Colombia's capital.

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A USP for my range is a reusable tote bag given with each purchase as a free gift. Although ZARA use a paper bag which can be recycled, they often can still end up in landfill. Offering a organic cotton reusable bag that can be a unique extra to the range as well as helping to save the planet.

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My primary research was helpful in getting an insight to other options and opinions from a range of customers. It helped to decide on price and the aesthetic of the range. Its also helped me to understand the consumer and the way they chose to shop so I can make the experience unique and appealing in order to create a successful range. Sustainability hasn't always been at the forefront of fashion but its now on the turn and its exciting to see that more people are choosing to invest wisely rather than consuming to follow trends.

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WHAT AESTHETIC ARE YOU MORE LIKELY TO INVEST IN?

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WHAT AESTHETIC ARE YOU MORE LIKELY TO INVEST IN?

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The answer to this question sat in-between 'Basics' and 'Usual Style'. From this I inferred and research previous ZARA collections and created based on the aesthetic previously used. ZARA is an innovative store and so they tend to lead the way garment wise, therefore I decided to go with a less traditional aesthetic but an iconic aesthetic for the range.I wanted the range to sit in between ZARA classics and Vivienne Westwood ability to stand out.

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WOULD YOU PURCHASE FROM A 'SEASON-LESS' COLLECTION? 

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WOULD YOU PURCHASE FROM A 'SEASON-LESS' COLLECTION? 

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The main selling point of a sustainable collection is making it 'season-less'. The patterns chosen are recognisable as Vivienne Westwood, making the pieces associated with the brand rather than the season. Each option can be worn together or separate as its own piece. Many people responded that they would invest in a season-less and capsule wardrobe meaning sustainability could slowly be at the forefront of the fashion industry going on.

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WHAT PRICE WOULD YOU PAY FOR A SUSTAINABLE RANGE?

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WHAT PRICE WOULD YOU PAY FOR A SUSTAINABLE RANGE?

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ZARA is known for its low price on trend options and so creating a range for ZARA meant I had to take a lot of their original brand values into consideration. Asking consumers their budget was important as price is a big part of the appeal of a range. Inclusivity and allowing everybody to have access to a sustainable and exciting range was important and so pricing was a very important part of the decision.

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WHAT IS YOUR REASON FOR NOT SHOPPING ETHICALLY?

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WHAT IS YOUR REASON FOR NOT SHOPPING ETHICALLY?

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This was a helpful research point as it allowed me to understand how to approach my range target points. I knew that I had to source cheaper alternatives whilst still gaining a profit but offering sustainable materials. Many collections can be too expensive and so buying a cheaper alternative is easier but offering a a usual ZARA price makes the range appealing as its what customers would usually opt to pay. I decided to make my range almost a break from the norm whilst also offering basic silhouettes as then it gave more options than you normally would be able to purchase.

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DO YOU THINK ABOUT THE ETHICS OF WHERE YOU SHOP?

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DO YOU THINK ABOUT THE ETHICS OF WHERE YOU SHOP?

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Constantly thinking of where you're shopping and making sure you have purchased a sustainable option is difficult when you are consumed with cheaper options. From this I inferred that having a sustainable collection obviously placed customers can shop easily and consciously without breaking the bank and knowing they are helping the environment.

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WOULD YOU SAY YOU WARDROBE IS SUSTAINABLE?

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WOULD YOU SAY YOU WARDROBE IS SUSTAINABLE?

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Between NO - A MIX - 100% SUSTAINABLE the answer was 26% meaning that a majority of people do buy from fast fashion high street brands. The high street brands offer trends quick turn arounds but also means a lot ends up in landfill when the trend is no longer a 'thing'. ZARA to fit with their 'join life' scheme offers wardrobe staples to be worn time and time again creating a more sustainable wardrobe for customers going forwards.

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40% of people who answered admitted too shopping for clothes once a week, consuming a lot of clothes throughout the month. The range is designed to target these people in order to create a sustainable option for their wardrobe to wear time and time again.

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Blazers & Berets;
WOOCOA
made from hemp, coconut fibres and mushroom enzymes
ANIMAL FRIENDLY

Trousers & Dress;
ORGANIC COTTON
chemical free
less energy/water used

Bodysuit;
BAMBOO LYOCELL
reuses chemicals and water

Handbag & Heels;
APPLE ECO LEATHER
waste of the apple juice industry
biodegradable/waterproof/breathe-able/durable

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Eco Fabric is the most important part of the range as it is a sustainable range. I used this website to research up and coming fabrics used to produce clothing as it gave the range another USP. The materials I will use to source my range are not often used in the competitions market and so this will intrigue many customers on top of the affordable prices and the rare collaboration.

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It's easy to get buried in all the sustainable fabrics these days (just like that favorite tee you can never find).

And so much of this innovation is just, well...strange.

Fabrics made from apples and pineapples? What?!

All in all, there are new words to define, different processes to understand, various certification schemes to become familiar with, and conflicting practices to be aware of.

But that's what sustainable fashion really is...

It's a combination of many different fluid facets which includes ethical business practices, supply chain transparency, minimal impact policies, give-back programs, and, arguably most important of all, the sustainable materials that make up our ethical wardrobe.

So perhaps one of the first questions you should ask yourself is (apart from #whomademyclothes) is: what are my clothes made of?

WHY ECO FRIENDLY FABRICS?

The type of fabric used to make your t shirt or pair of eco friendly socks will determine how much environmental degradation it ends up causing - or the practices that reverse it.

Think about it: fabric choice directly affects the raw material sourcing (farming and petroleum drilling impact), material processing (chemicals needed to turn it into fiber), and end-of-life prospects (ways a garment can be disposed) like can it be recycled or composted?

That pair of socks is not so innocuous after all...

We weren't the first to say it and we won't be the last.

When it comes to pollution, the fashion industry is one of the largest contributors in the world.

Not only does it pollute, but the materials that make up the fabrics used directly impacts and contributes to: consumption of water , microplastic pollution, greenhouse gas emissions, soil degradation, rainforest destruction and lastly landfill waste of epic proportions.

You probably wouldn't be wrong for thinking that sustainable and ethical fashion starts with fabric.

On the positive side, environmentally friendly fabrics are easy (mostly) to find - if you know where to look. And the brands that use them are staking their claim for a better fashion future.

One that's good for people and the planet.

With that in mind, here's our list of some of the most sustainable fabrics that brands are using to change the game.

QUICK LINKS TO SUSTAINABLE FABRICS

Sustainable Natural and Vegan Fabrics

Sustainable Semi-Synthetic Fabrics (mostly vegan)

Vegan, Synthetic Fabrics

Animal Derived Natural Fabrics (sustainable depending on source)

SUSTAINABLE NATURAL AND VEGAN FABRICS

SUSTAINABLE SYNTHETIC FABRICS (VEGAN)

SUSTAINABLE SEMI-SYNTHETIC FABRICS

8. LYOCELL

Lyocell (sometimes just known as TENCEL™, the trademark name of the fabric given to it by Austrian manufacturer Lenzing, the world's most reputable lyocell and modal producer) is a semi-synthetic, or cellulosic, fabric that has become very popular in the sustainable fashion world.

It's produced from the pulp of eucalyptus trees, which don't require a lot of water and pesticides. In the case of the TENCEL™ brand, only sustainably managed forests are used.

The manufacturing of lyocell is also sustainable, because it requires less water than other fabrics, and occurs in a "closed loop system" where up to 99.5% of dissolving agents can be reused.

But as we've said before, not all lyocell is the same.

It's recommended to look for brands who only use TENCEL™ lyocell, or are very transparent about their sourcing and manufacturing practices.

Certifications & Standards: Oeko-Tex 100, Forest Stewardship Council

14. S.CAFE

That cup of coffee can go a little further with S.Cafe.

The process involves using ground coffee beans and turning them into yarn. The finished product dries quickly and provides natural UV protection.

You may smell like a latte all day 🙂 (though we wouldn't complain about that either), but you'll be dry, comfy, and eco-friendly while doing so!

15. QMONOS

If you wear something made with Qmonos, you'll feel like you're in a sci-fi movie.

That's because this Japanese fabric is made from a synthetic spider silk, produced using microbes and spider silk genes.

The fiber is tougher than steel, yet still lightweight and comfy. It's completely biodegradable and, as they say in the movies, zero spiders were harmed in the making of this fabric.

18. WOOCOA

Alternative plant-based wools have taken the world by storm, including this one - made from hemp, coconut fibers, and mushroom enzymes.

This vegan wool is not only animal-friendly, but is also sustainable!

Mushrooms have made it into a lot of sustainable vegan fabrics recently, so stay tuned for more fungi fashion ...coming soon.

19. CUPRO

Cupro (also known as cupra) is a type of vegan silk alternative made with either recycled cotton garments, or cotton linter, a waste byproduct of cotton farming.

Linter is the short fuzz that sticks to seeds after harvesting.

Similar to lyocell and modal, the natural cotton fibers are subjected to chemicals which turn it into a semi-synthetic fabric. Of course, it's done through a closed-loop process that recycles nearly all the water.

While this is both a recycled and semi-natural fabric (and thus far more sustainable than any non-recycled synthetic), it is one of the least sustainable on this list.

For some, the main purpose of cupro fabric is just to make money from accumulated waste in countries like China ( greenwashing alert!).

Additionally, the fabric has been associated with a lot of pollution in its production phase.

If you're really wanting to wear recycled fabrics, choose recycled polyester instead unless a brand is really transparent about their cupro sourcing.

20. QMILK

QMilk has been self-proclaimed to be the "material of the future." And maybe it is! It sure sounds pretty futuristic.

The material uses casein, a milk protein sourced as a byproduct of the dairy industry, to make a fabric that's natural, compostable, flame retardant, and silky smooth.

Note though that QMilk is not vegan.

22. MERINO WOOL

Merino sheep are different from other types of sheep in that they have wrinkly skin, which means more wool.

A lot of the world's merino wool comes from Australia, and many operations use a gruesome procedure called " mulesing."

Ethical merino does exist, especially if it's sourced from New Zealand where animal welfare standards are extremely high and mulesing is not practiced. D on't be sheepish about asking brands the hard questions around transparent sourcing practices.

24. CASHMERE WOOL

Cashmere is one of the world's favorite fabrics for super soft and cozy eco friendly sweaters, as well as a fully biodegradable one.

Its fibers can be as fine as 15 microns in size (compared to 100 microns of human hair). It's sourced from goats raised in the mountainous regions of Asian countries like Mongolia.

Unfortunately it's a fabric that's been associated with a lot of environmental and ethical implications.

Namely, surrounding the working conditions of goat herders and ecological complications from the goat farming itself.

Fortunately, cashmere can be sourced sustainably, but it's important to read the details. Look for those that use hand combing techniques, as it preserves the fibers and doesn't risk cutting or scaring the animals as electric shears do.

Some brands have even stopped using virgin cashmere fibers and only make recycled cashmere apparel, which would be our preference for any cashmere clothing.

Certifications & Standards: Recycled Claim Standard (RCS); The Global Recycled Standard (GRS), Re.VerSo, Good Cashmere Standard ® (GCS), Sustainable Fibre Alliance (SFA) Cashmere Standard, Kering Standard on Cashmere, Global Organic Textile Standard (GOTS), Fair Trade, Responsible Wool Standard (RWS), Certified Organic Wool, Certified Animal Welfare Approved, Certified Humane® Label, Oeko-Tex 100, and Climate Beneficial by Fibershed

27. UPCYCLED OR VEGETABLE TANNED LEATHER

Leather is an animal-based fiber. It generally uses the skin of animals raised for meat (sustainably re-purposing a byproduct) but has also been criticized for both environmental and ethical reasons.

For starters, leather comes either from killing 1 billion animals per year for its own sake or from the meat industry as a byproduct (which is better, but still not great since the meat industry is one of the largest contributors to greenhouse gas emissions and heart breaking unethical treatment of animals).

Second, the process of tanning leather requires around 250 chemicals like arsenic and cyanide, which is equally bad for the earth as the tannery workers.

Plus it can't biodegrade!

Only a few eco-friendly options exist. Ideally, the leather will be upcycled so you're just making the best of an unsustainable material that's already done its damage.

If you're choosing virgin leather, make sure it's a byproduct; no animal should die for the sake of a coat or a pair of non ethical boots, no matter how sustainable the garment.

As for processing, Chrome free tanning is better than traditional tanning, but it's still a far cry from being sustainable. Instead, look for brands that specify the use of all natural dyes or vegetable tanning.

Still, even vegetable tanned leather isnt perfect because it takes a long time to biodegrade (despite the fact that it's technically a natural fiber).

Certifications & Standards: Ecolife™ by Green Hides, Oeko-Tex 100, and Bluesign, and the Leather Working Group

28. DOWN

Down and feather apparel and bedding are in high demand, but also receive a lot of scrutiny due to animal welfare concerns.

Down does come from ducks or geese, after all.

From a sustainability standpoint, however, down makes use of otherwise wasted byproducts of the global food industry.

As unpalatable as it is, billions of ducks and millions of geese are raised for meat, and down is a good way to use the feathers that would otherwise go to waste.

However, animal agriculture, specifically that which involves ducks and gees, has been associated with inhumane practices so we always want to look for certifications that confirm no foul play is involved and that no animals are harmed purely for the purpose of harvesting their feathers.

Patagonia is a brand that has put out a very clear statement about their use of down and how they ensure traceability from farm to factory.

29. PEACE SILK

Silk - so soft the material name is used as an adjective.

As you can imagine, silk is great for the skin (thanks to antibacterial properties) and great for the planet (thanks to it's complete compostability).

It's produced by either 'wild silkworms,' or, in most cases, domesticated silkworms.

The production of silk, in theory, shouldn't harm the worms, but in some cases they end up dying when the silk is processed.

Sericulture (aka the silk industry) has also been associated with slave labor. This video breaks down some of their labor concerns with silk.

Some brands are experimenting with silk made of yeast, sugar, and water. Until then, if you're looking for sustainable silk, peace silk is the way to go.

Peace Silk uses a humane type of sericulture and verifies its production under the World Fair Trade Organization Guarantee system.

Also known as 'Ahisma Silk' the nonviolent production process allows the silkworm to live a natural and humane life and eventually evolve into a butterfly.

The silkworms are bred under natural conditions (with no fungicides, sprays, or insecticides). They're able to emerge on their own and carry on with their lives after the silk is collected.

That's right - no animals were harmed in this type of silk fabric production.

Certifications & Standards: Global Organic Textile Standard (GOTS), OTEX-Certified Organic Silk and World Fair Trade Organization Certified

FINAL THOUGHTS ON SUSTAINABLE FABRIC TEXTILES

Unsustainable fashion is in a large part the result of poor fabric choice.

It harms humans or animals (often times both) in its production and will usually sit rotting in landfills for hundreds of years.

By looking out for the fabrics listed here, you can take a stand and choose sustainable clothing and organic clothing that's made out of eco friendly fabrics.

Many fashion brands are responding to customer demands - and science is catching up. What were once futuristic fabrics are now becoming a reality.

Never before has there been such an exciting time for fashion!

Between the natural fibers, sustainable synthetic fabrics, and the funky futuristic fibers listed here, there's a lot to think about when it comes to some of the world's most sustainable and ethical fabrics.

Did we include the best sustainable fabrics? Is there some crazy new one we haven't heard of yet?

Let us know in the comments!

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29 Sustainable Fabrics for the Most Eco Friendly Fashion

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It's easy to get buried in all the sustainable fabrics these days (just like that favorite tee you can never find). And so much of this innovation is just, well...strange. Fabrics made from apples and pineapples? What?!

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Vivienne Westwood sticks to a unconventional style skirt, using the asymmetric hem approach. Zara also is credited for taking risks when it comes to their silhouettes. Skirts is a big part of both of their capsule collections and so upon evaluation they would fit in with this range.

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Pastels are being carried over seasons to AW Ready to Wear, pastel green, purple and yellow are leading the way with being the fastest rising colours as well as the nudes. The colours are bright which fits with VW colour scheme to stand out.
The patterns that are deemed to be popular are Abstract which also ensures the range could be successful.

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Autumn/Winter 2021/22 Print, Pattern & Catwalk Trends - Patternbank

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Explore our Autumn/Winter 2021/22 Seasonal print & pattern trends direction. Use these trends to help select the perfect print.

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The North Face X Gucci

"Celebrating the spirit of discovery, the Gucci | The North Face collab explores the deeper parallels between the two brands in equipping those who seek adventure, challenging the status quo and quests for self-expression."

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Boats and boating--Equipment and supplies

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I finalised my idea today deciding that the Vivienne Westwood x ZARA collab that I started to research the week before is the most interesting and allows me to put what I have learnt into the most action. I have decided on The 'Worlds End' Edit a 35 piece range, sustainably sourced and made in the UK. This gives the range a USP. I started researching the brands approach to sustainability in order to get a feel for how each brand approaches the subject. Vivienne Westwood released a manifesto detailing her brands approach to the next few years and sustainability, which helped me to start putting ideas for how I want to approach the collection.
I started deciding on the small details, the collection number, how it will be promoted in order to create momentum.
I began researching each brand in detail as well as the trends that are current and will be for the next few years. I researched colours and patterns so I can start putting ideas together.

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I began making a mind map of potential ideas reflecting on Brands and ideas for range plans. Sustainability is the main centre of all the ideas.
I spent a lot of the time researching the current sustainability trends and charities.
In reflection, the BOOHOO x ZARA collaboration was not possible as it had no purpose behind it.
I decided that focusing on actual charities could work better.
I decided that in order to conduct my research I will ask which brands people are more likely to invest in.

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In the end I decided the best approach was a one off collaboration that would be sustainable and will have a meaning behind each piece. The most important idea is that each piece can be worn time and time again, made well and doesn't belong to a particular season. Vivienne Westwood's 'Buy less, Choose Well, Make it Last' quote inspired me to collab with a high street brand which does stick to seasons but offers more quality products. I chose ZARA as it seemed the most appropriate, the collab will designed keeping in mind Westwood's British values whilst also opening up ZARAs UK market.

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Draft 1

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Blank copy Level 4 Diploma Business Plan Template_Feb20-3 copy 2-2

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Vivienne Westwood is an exclusive brand, it's an age old British designer brand and so a lot of people tend to overlook it as an expensive option. In order to make the fashion industry a more sustainable and inclusive industry a collaboration with a high street brand and their ethic of inclusivity and the sustainability brought by Vivienne Westwood's brand. The mix of both is important and paves a way for the future.

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Zara is branded a fast fashion brand, outlined on their website is the six year plan to 100% sustainability.
The website outlined the steps the brand is taking, which fits in with Vivienne Westwood 'Buy less, Choose well, MAKE IT LAST' motto which is why I decided the brands could work well together.

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July 17th 2019
Outlining Zaras roadmap to sustainability from 2019 to 2025

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ZARA announced that by 2025, renewable sources will power 80% of the energy consumed by their distribution centers, offices, and stores, and they will plan to transition to zero landfill waste, cutting out single-use plastics from all customer sales by 2023.

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As well as colours I also researched the products I wanted to include in my range. VW was mostly accessories so I know it is important to include a few accessories in the range. I am deciding to focus on tops and bottoms and then offer one exclusive option such as a dress. Originally I decided to make a 30-35 option range but decided to change to a 14 option range, this was because I wanted to still have the excitement of a select few items instead of a massive collection but the items are inclusive and exciting.

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L4 T2 PROJECT 3 LINE DETAIL Range Plan with VAT-6

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WGSN reflects on the fact that

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EDITED.com
Checked print for women's clothing is on a rise and so the range will be appealing to consumers. Checked is classic and so is tartan and so the range therefore becomes a staple in a customers wardrobe ensuring wear time and time again. This helps with the goal of the range to offer sustainable clothing.

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Using EDITED I compared the usual product colours used between both brands and made sure I incorporated this within my range. Black was the most often used colour throughout both brands and mostly neutrals and and darker colours. This was important in the process of the range planning.