Following the same strategy are marc jacobs and

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remains a step in a positive direction for the industry. Following the same strategy are Marc Jacobs and Burberry with nearly all brands and designers now constantly 28 A.M. James and B. Montgomery
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reinventing themselves in order to remain competitive. This reverse of strategies will see the industry moving back to the more traditional seasonal production, with spring/summer and autumn/winter collections being produced. With this movement at the higher end of the fashion market, it has the potential to in fl uence the lower, mass market end of the industry also. It is at the lower end however where the biggest positive changes can be made due to scale of produc- tion. The hope that this will fi lter into the fast fashion market is where real impact could be made, promoting a slower approach to fashion. This movement however would also require a change in mindset from consumers, who have been previously used to purchasing large quantities of cheaper clothing often. A move from wanting quantity to quality would be required with consumers purchasing fewer, higher quality products for longevity. This would naturally have price implications on garments which again would require a change in attitudes from consumers; how- ever, fewer pieces which can be brought out season-after-season would have potential better price-per-wear qualities. The consequences of this speed on the quality of design have also been acknowledged, with designers in industry being given as little as 25 min to come up with new collections. The implications of this time scale on the design process is irrevocable, with only copycat design work being achieved in this short timeframe (Rissanen 2016 ). The negative consequences on quality throughout the fashion process can be acknowledged, with a slower approach as suggested by Paul Smith having the potential to improve the innovation of fashion both in terms of design and production. In addition to the fast fashion business model, it is the level of consumption of fashion, which also needs to be addressed. The continuous supply of new fashion items to high-street stores only encourages consumers to continue to purchase new products on even a weekly basis. This need to keep up with new, on-trend product is a re fl ection of the very nature of fashion, which continuously changes and at the high-end market level, should push boundaries in terms of innovation. This bi-seasonal approach has been abused, however, through the development of the fast fashion business model, turning the excitement of what the new season has to offer into a mundane drip-feed of average fashion goods. This change in the industry has only intensi fi ed the consumer need for more products continuously reinventing themselves and leading to a huge overconsumption issue. The levels of consumption we refer to have not only huge negative implications on the sourcing and supply chain of the fashion process, but also causes issues at the post-consumer, end-of-life disposal of fashion. An estimated £ 100 million worth (based on 2015 prices) or around 350,000 tonnes of used clothing goes to land fi
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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