This project requires a lot of research. I have already read a lot of information that inspired me to the idea of ​​my project, but I'm going to improve my idea by reading articles that can lead me to interesting thoughts on the topic. I also started reading a book that will give me more knowledge of information on how to create a brand. I support my ideas not only with the information I read, but also with the visual aspect, like mood boards or pictures. In the future, I still think to conduct a survey in order to have another source of information and ideas.

I'm interested in LCF Management  BA course the most. It requires multitasking, good research ability, teamwork, and self-organization. I chose this course as I think my skills are suitable for it. I always work on different aspects of any of my project, connecting them, to make everything perfectly work together, so it will be a good skill for fashion management.  My brand idea is not only based on sustainability, which is already mainstream, but also financially beneficial. Through the work on this idea, I will show my multitasking, the ability to solve various problems that are in the fashion business. Earlier, I had already taken short courses in fashion business at my home country and there I for the first time faced the difficulties and opportunities of this business. Now, when I am doing this project in order to move on to BA course, I will use the existing knowledge in this area and of course I will work on my weaknesses in order to get the best result.

Consumers are still operating within the traditional value parameters of cost, convenience and quality, but they’re also paying attention to the broader implications their purchases have on the environment. Interest in sustainable fashion is growing and causing consumers to rethink their fast fashion consumption habits. This has caused brands to explore ways to reduce their environmental impact not only by researching new fibres and production methods, but also to improve recycling and reuse of clothes. This interest in sustainability combined with many consumers having extra time on their hands due to lockdowns means there’s more appeal in learning to knit and other DIY skills.

This means people are interested in creativity and want to make unique things by themselves. 32% of UK consumers say media coverage about the number of fashion items that end up in landfill has made them think about sustainable fashion. Based on these trends, it can be assumed that the placement of sustainability and creativity in the brand is a success. I thought about adding a new DIY proposal for my customers. My clients themselves “collect” their clothes. For example, there will be a selection of different patterns and the site will have a selection of reused fabrics. The customer will be able to choose, combine and create their own unique clothing. Then this sample will be sewn off and sent to the client by mail. Thus, the person got a soothing thing, the design of the bark he invented himself.

Young consumers will no longer let gender, age or ethnicity define who they are. This new attitude will drive their lifestyle choices and purchase decisions, as well as how they evaluate their loyalty to brands. Brands must align their values with this segment of young consumers who are increasingly aware of their positions in society and are vocal about social issues that affect them, by taking a stand on the brand’s own voice and role in the local community that it serves. So this gave me an idea to not divide clothes on womenswear and menswear. Everything will be unisex. I think that clothes have no gender and also this research shows that it becomes not only a trend, but a demand of customers. In my brand all clothes, even dresses or tops will be unisex.

I always was interested in ecology and how to make fashion sustainable, so this theme is close to me and I can relate on it. From one of the articles I read that consumers are increasingly mindful about how and what they consume, offering brands the opportunity to entice them with products that make them feel less guilty about buying. So taht means that eco-friendly brands would be highly demanded now and in closest future. Customers will be supporting and rewarding brands that make sustainability a corporation-wide value.
According to other article we are already seeing the seeds of the circular economy gradually reach the broader consumer conscious, even if not yet in practice. Of the three ‘R’s, ‘recycle’ has gotten its fair share of attention and we will start to see more attention paid to ‘reduce’ and ‘reuse’ as well, especially with upcycling. Of course a lot of brands are already recycling, but as article says and I think that reusing is next step in fashion future. Reusing of fabric is one the key ideas of my future brand project. Recycling is an energy consuming procudure, it means turning an item into raw materials that can be used again. Reusing refers to using an object as it is without treatment, so this reduces pollution, thus makes it a more sustainable process. That the reason my brand would reuse, not recycle.

Also one of my sourse of inpiration was ukrainian brand Reviclo. They reuse old jeans and use them to make trendy and new. They find old jeans on second hands, than clean and cut them. I like the idea, but of course I’m going to develop it.
To remain appealing to increasingly socially and environmentally conscious consumers, in line with the rights and surroundings drivers, brands will seek to drastically change their practices to be more responsible and sustainable. Environmental friendly fashion becomes a global trend and even a consumer need.

I have some good ideas how reusing and sustainable fashion would work for my brand idea project. I need to complete some more research and collect my thoughts to write my business idea, but I’m glad with the topic I chose on this stage.