THE CURRENT LANDSCAPE CONSUMER AND FASHION INDUSTRY BACKGROUND.

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Presentation transcript:

THE CURRENT LANDSCAPE CONSUMER AND FASHION INDUSTRY BACKGROUND

ENVIRONMENTAL SUSTAINABILITY is the # 1 cause among socially conscious consumers ENVIRONMENTAL SUSTAINABILITY is the # 1 cause among socially conscious consumers Nielsen Global Social Responsibility Report March 2012 TODAYS CONSUMER | GLOBALLY, SOCIALLY CONSCIOUS

FOREVER 21 | BRAND Global, Fast Fashion retailer Source for current fashions at great value Target demographic, females years old

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

RANA PLAZA COLLAPSE BANGLADESH 24 APRIL ,515 INJURED 1,129 DIED DEADLIEST GARMENT-FACTORY ACCIDENT IN HISTORY

"I have a Joe Fresh gift card and was going to go shopping there. Now I'm not so sure. - Linda Bowser Fallis "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 "I need to know from each corporation before I decide if I want to buy anything from them. - Jonathan Gottleib

MOVING FORWARD SUSTAINABILITY AND TRANSPARENCY FOR A GLOBAL INDUSTRY

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

FOREVER 21 SAFE | CONSUMERS SAFE, sustainable clothing line centered on the idea that proceeds go towards: improving manufacturing facilities enforcing safety protocols for workers fair wages for production employees Customers feel like they are making a difference and doing their part in the movement towards environmental sustainability

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

FOREVER 21 SAFE | WEBSITE Dedicated to Forever 21s 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

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

FOREVER 21 SAFE SAFE ENVIRONMENTS SAFE WORKERS SAFE PRODUCTS

THE END ELOISA PUENTES | THE AMERICAN UNIVERSITY OF PARIS | APRIL 2014