ABOUT NELIANA FUENMAYOR
Only recently the sustainable issues are in the fashion industry’s spotlight. Fifteen years into this new century, ethical and sustainable actions in the fashion industry have taken more space in the agendas of businesses, recognising how important it is to address this issues for a sustain-able future. Companies who are on this journey often fall short in communicating their efforts to their customer in the best way possible. Either the communication cannot be trusted or simply they don’t communicate their efforts as a real added value to a product. This study explores innovative ways to communicate in a transparent way the story of ethical and sustainable products by bringing to live their supply chains stories.
The aim of this study is to explore why transparency is important in the fashion industry and, show how to connect the story of ethical and sustainable fashion products with the millennial consumer.
'Connecting the story of ethical and sustainable fashion products with the millennial consumer'
This study advocates for new ways of communicating fashion in the near future, both online and offline, products will be the story, not just mere objects. By applying this new product perspective, the link between raw materials and the customer at the moment of purchase can satisfy millennials’ demands.
Through two carefully selected case studies this research will explore how transparency can be best applied at the heart fashion brands communications contributing to the research in the field of fashion sustainability and development as well as from business perspectives.
Furthermore, this study explores modern technologies specifically the block-chain, which has great potential to enable transparency communicated by companies to be trusted. This initial exploration could have major impact in how products are certified sustainable or organic today. Transparency will be a requirement in the near future, therefore, this study explores how companies could implement transparency ahead of these new regulations. It is a great moment in fashion’s history, to shift perspectives and understand the connectivity there is between sustainability and business, new technologies and the tech-savvy consumer and beyond.