Values however this can work both ways with consumers

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values, however this can work both ways, with consumers also choosing not to shop somewhere due to disagreeing with a companies behaviour (Smith 1995 ). This chapter will focus on the issues currently preventing further consumer knowledge of the fashion supply chain and the social and environmental issues involved. The vital relationship between the consumer and the retailer will be explored and how improved communication between the two can aid in a more informed consumer. The engagement in CSR from high street fashion retailers will be discussed, with the methods of communication investigated through a research case study. To conclude the chapter, the key problems facing an informed consumer will be presented followed by a series of recommendations to help the connectivity of the consumer with the garment supply chain. This development is believed to be the key in creating understanding and empathy in order to in fl uence socially responsible fashion purchasing. 2 The Fashion Supply Chain 2.1 The Basic Supply Chain The supply chain is a long and complex process, with nearly every fashion product being produced through a different variation of this process. During the production of even the most simple of garments, the process undertaken from start of manu- facture to consumer can be a long and varied journey. When considering the supply chain at a basic level, these differences predominantly occur due to variables individual to the product itself. This can range from fabric type, method of fabric construction, dyeing methods, embellishment techniques, garment construction and the fi nishing processes utilised. Taking the supply chain in its simplest form starts with the acquisition of the fi bre, if natural then this will be farmed, if man-made then this will be produced. This fi bre then needs to be spun into a yarn during the spinning process, followed closely by the knitting or weaving process which will take the yarn and create a piece of fl at fabric which can then be used to make the garment. The dying of the fi nal piece of fabric can occur either in yarn or fabric format dependent of the design of the textile. Any printing or embellishment may also take place at this stage; however, prior to this being utilised in the garment Connectivity, Understanding and Empathy 65
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manufacture process the fabric must be fi nished to ensure durability for the user. This fabric is then cut and manufactured into a fi nal product before being retailed and sold to the consumer (Fig. 1 ). When applying this simpli fi ed supply chain to example garments, there are additional variables (fabric type, method of fabric construction, dyeing methods, embellishment techniques, garment construction and fi nishing processes) that can be identi fi ed. An example of variation in the supply chain is that of an embellished, woven, polyester blouse. The man-made nature of the composite fabric means that the fi bre is not grown or picked but rather extruded in its yarn format. This is due to polyester being a plastic-based fabric taking its origin from oil. The construction of
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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