Benise Mange

About Benise Mange

Posts by Benise Mange:

People

⋅
(Glover, S, 2020 August 10.)

A successful business requires a structured plan. The fashion industry is one of the most infamously structured businesses being supported by its four pillars , Planet, People, Profit and Purpose. In this section I will discuss the People pillar. In this context the term ‘people’ refers to consumers. The versatility in consumer behaviour in the twenty first century is drastic. I make this inference based on the research I’ve conducted on Gen Z versus millennials as consumers. I found that when shopping for clothes, accessories and shoes that for millennials price,style and quality are the most important factors at 82%-85% compared to gen z 62%-81% (Moran, G. (2022, May 10). Whereas for Gen z the most important factors are brand name and the ability to resell  38%-40% whereas for millennials it is 30%-35% (Moran, G. (2022, May 10).  This leads me to theorise that millennials are looking for long term clothing hence the need for an item that is high in quality. However as Gen z are in an era where fast fashion is at its peak it can explain why a factor they take into account when purchasing is the ability to resell as they most likely are not buying the item to keep it for long or are feeding Into micro trends. Gen z being a more diverse, inclusive and technology heavy generation means that businesses have now had to alter their marketing strategies in order to cater to their needs. This generation are also more socially aware of the environmental impacts that accumulate with the production of goods in the industry. This suggests that brands should consider a greener approach to their marketing strategies. , promoting reuse and the abolition/shift from fast fashion back to an ethical approach. In order for a fashion brand to be successful some people skills needed are ; communication , having a high rapport with consumers will aid with efficient production that will best suit their needs. As well as creativity,  your creativity should be your instinct in stating what the material can be transformed into and which design colour will suit best(Lca. (2021, April 5). This will allow for a more successful fashion brand as the brand builds on its ‘niche’. Victoria secrets (VS)  ‘ the Tour 23’ was an alternative display to the ‘typical’ Victoria secret shows. Straying away from the shows that many consider unrealistic  , VS promoted diversity in an attempt to cater to Gen Z’ changing society. This could be due to how fashion consumers want to see their own diversity respected and reflected in the way brands communicate with them. ( Mitterfellner, O. (2019) (chapter 8). 

References ( APA) :

Glover, W. by S. (n.d.). Consumers Want Sustainability Post lockdown. Ecotextile News. https://www.ecotextile.com/2020081026509/fashion-retail-news/consumers-want-sustainability-post-covid-20.html 

Reading list

 – Moran, G. (2022, May 10). Gen Z and millennials 2022. Drapers. https://www.drapersonline.com/guides/gen-z-and-millennials-2022

– Person, Olga, & Mitterfellner. (2019, November 20). Fashion Marketing and Communication: Theory and practice across the F. Taylor & Francis. https://www.taylorfrancis.com/books/mono/10.4324/9780429451591/fashion-marketing-communication-olga-mitterfellner 

– Lca. (2021, April 5). Four essential skills to create your fashion brand. London College of Arts. https://londoncollegeofarts.com/four-essential-skills-to-create-your-fashion-brand/ 

Liked Liked
No Comments
IMG_0040

An insight to the industry’s impact on the planet.

⋅

The fashion industry is one of the world’s most influential , versatile and impactful industries. Behind the look books and runways we find the  business side of the industry. The rapid expansion of the industry stems from the four well built pillars recognised within the community. One of the pillars are regarding the environmental impact the fashion industry has had on the planet. Today the linear clothing system has had damaging effects on both society and the environment , this is the idea that the production, consumption and disposal of goods affect the environment. Mass production in factories leads to a large volume of greenhouse gases being released into the atmosphere. With 120 billion garments being produced per year it is showcased in the annual 1.2 billion tonnes of co2 produced from the textiles manufacturing. Rimarcikova, K.The usage of the clothing will result in using appliances such as washing machines which will be drained into rivers causing chemical pollution. Followed by the disposal of the goods of which are often thrown away,burnt or sent to third world countries resulting in the build up of landfill. Global fibre demands also have environmental impacts ranging from issues  regarding animal welfare as well as factors such as deforestation , chemical heavy cellulose fibres and unethical methods using child labour and inhumane worker conditions. Fast fashion has meant that global fibre demands have had a rapid increase attempting to keep up with current trends , statistics show that for the production of 1 shirt 2700 litres of water is required , Rimarcikova, K. , implying that water wastage will be a high figure when conducting mass manufacturing. However with the aid of the media the industry is realising the impacts of this and so have introduced visions such as the circular economy, the idea that garments can have a prolonged lifestyle through the recycling and reconstruction. Further pushing the idea of sustainability in fashion , this is already being demonstrated in fashion through designers such as Patrick mcdowell. Mcdowell’s  ‘Mcdowell, P. (2023). business utilises a sense of hospice in their relationship with customers , the ‘after care’ that they provide is a usage of reusing previous goods that the customer has purchased and when the customer no longer finds usage in the goods Mcdowell allows the customer to come in and have the goods constructed into a range of items that they wish to have it altered to. For example a leather jacket size downed into a cushion or a dress size downed to a scarf or smaller dress for children. ‘SDGs’ are sustainable development goals , envisioned to be solutions to world problems. Amongst the 17 SDGs there are a few that link to fashion. Goal 8 discusses ‘ Decent work and economic growth’ when associated with the fashion industry. This goal can link to the idea of investigating production techniques and how to improve the ethics and morals behind the production while maintaining a similar profit margin. Ultimately arguing that we can perform a move from the usage of pre industrial  production techniques such as child labour/unpaid labour to a technique that fits the more industrial era utilising machinery.

References

Mcdowell, P. (2023). Planet guest talk.

UN (2018). Final call to save the world from ‘climate catastrophe’. Theguardian.com. The guardian .

Rimarcikova, K. (2023). Planet earth and fashion.

Liked Liked
No Comments
IMG_0028

My favourite brand – Rick Owens

⋅

My favourite brand is known to create conspiracy and inquisition. It’s unconventional designs sets them apart from other brands allowing for a sense of reassurance to its consumers that ‘different is good’. Rick Owens history of deviating from the social norms allowed for its personal debut in 1994. Owens position cutting illegal copies of designer clothing inspired him to begin his own label selling exclusively to LAs most directional retailers. It is showcased throughout Owens work that he has withheld this sense of higher quality/exclusivity in his groundbreaking collections. I highly admire the ability to associate ‘Alternative’ fashion with luxury fashion. The contrast between his pieces and what is generally demonstrated in the industry further pushes his ‘Dark lord’ persona into the limelight. Owens is said to have based his aesthetic off of black and white 1930 Hollywood movies and the rawness of a decayed Hollywood boulevard. This is ultimately demonstrated through his work as a lot of his pieces are based around a monotone achromatic scheme . Although this may come across as distasteful to some is, I believe hat it further emphasises the empathy that rick Owens shares with the consumer. Owen stated ‘WEARING BLACK WAS A WAY TO PROJECT A MORE MENACING DEMEANOR, AND TO HIDE MY INSECURITIES, Which has evidently flowed him into his journey crafting in the fashion world .

Liked Liked
No Comments