Consumer Power and Responsibility Trend: Less is More

Pressure to buy Britons will spend £580 million on clothes in the January sales that will never be WORN! the average shopper will spend £25 on garments that will never see the light of day. 54% of women will buy one item of useless clothing during the sales. The average woman already has nine items in her wardrobe which have been unworn for a year .

Britons will spend £580 million on clothes in the January sales that will never be WORN!

the average shopper will spend £25 on garments that will never see the light of day.

54% of women will buy one item of useless clothing during the sales.

The average woman already has nine items in her wardrobe which have been unworn for a year .

People go crazy for London Primark Michele Hanson , The Guardian; “But we made the big mistake of going into primark. I soon had a roaring temperature, and daughter and I were snapping and snarling at each other” Lovely, is this a shopping experience people want ?

People go crazy for London Primark

Michele Hanson , The Guardian; “But we made the big mistake of going into primark. I soon had a roaring temperature, and daughter and I were snapping and snarling at each other”

Lovely, is this a shopping experience people want ?

There is clear evidence that Primark is failing to live up to its ethical commitments . we are suckers for a cheap buy. why buy 1 quality top for £50 when you can get 10 cheaper versions for the same price? The more aware we become as consumers the less we will buy.

There is clear evidence that Primark

is failing to live up to its ethical

commitments .

we are suckers for a cheap buy.

why buy 1 quality top for £50 when you can get 10 cheaper versions for the same price?

The more aware we become as consumers the less we will buy.

“I can hear a change a coming” Fashion is about shoes, sunglasses and most importantly bags now. People now dress casually in jeans and a cotton top and spend money on a bag. The accessories sector, especially bags, is predicted to grow 11 % over the next 5 years. Maybe consumer’s attitudes can change and this trend can spread across all high quality fashion .

Fashion is about shoes, sunglasses and most importantly bags now.

People now dress casually in jeans and a cotton top and spend money on a bag.

The accessories sector, especially bags, is predicted to grow 11 % over the next 5 years.

Maybe consumer’s attitudes can change and this trend can spread across all high quality fashion .

www.online shopping .com 24/07/2003 – Internet shopping day. IMRG say online shopping will account for 40% of all retail by 2006. Big fashion brands are now desperate to make their presence felt online. The fashion establishment now trawl sites such facebook and myspace looking for young creatives to team up with, a trend called “collaborating branding”. Online is the perfect place to communicate with the consumer, you are not rushed into panic buying, you can simply browse, and buy there, or go to the shop another day.

24/07/2003 – Internet shopping day.

IMRG say online shopping will account for 40% of all retail by 2006.

Big fashion brands are now desperate to make their presence felt online.

The fashion establishment now trawl sites such facebook and myspace looking for young creatives to team up with, a trend called “collaborating branding”.

Online is the perfect place to communicate with the consumer, you are not rushed into panic buying, you can simply browse, and buy there, or go to the shop another day.

More change? Sales growth is easing to its weakest rate for almost a year as consumers feel the pinch from higher interest rates. Shoppers have less to spend. Milan fashion week founder Beppe Modenese recently said,” the whole fashion system will have to change” in light of global warming. This means seasons across the globe are becoming far less distinct. The traditional spring and autumn collections’ days are numbered. “ We will start to see what you would call trans-seasonal or all-year clothing” says Harriet Quick, fashion features director of Vogue UK. Consumers will need less clothing.

Sales growth is easing to its weakest rate for almost a year as consumers feel the pinch from higher interest rates.

Shoppers have less to spend.

Milan fashion week founder Beppe Modenese recently said,” the whole fashion system will have to change” in light of global warming. This means seasons across the globe are becoming far less distinct. The traditional spring and autumn collections’ days are numbered.

“ We will start to see what you would call trans-seasonal or all-year clothing” says Harriet Quick, fashion features director of Vogue UK.

Consumers will need less clothing.

If mass/cheap consumerism subsides, how will it effect developing economies? consumerism power and responsibility is the key to all mass production that is driven by the demands and needs of society. CMT Cut Make and Trim service are smaller services built in factories to allows companies to produce at smaller cost abroad. Media has focused on the problems that fast fashion is creating such as pollution as these developing countries strive for economic power. There is now more awareness of fair trade, products that have been traded fairly. at the present moment, media has focused on the pollution increases in china as it is the world 1/6 population. cheap( fast fashion ) consumerism means that clothing and such products are being made at low cost leaving more amounts of carbon foot print as there is large amount of export. This is Non Eco friendly fashion.

consumerism power and responsibility is the key to all mass production that is driven by the demands and needs of society.

CMT Cut Make and Trim service are smaller services built in factories to allows companies to produce at smaller cost abroad.

Media has focused on the problems that fast fashion is creating such as pollution as these developing countries strive for economic power.

There is now more awareness of fair trade, products that have been traded fairly.

at the present moment, media has focused on the pollution increases in china as it is the world 1/6 population.

cheap( fast fashion ) consumerism means that clothing and such products are being made at low cost leaving more amounts of carbon foot print as there is large amount of export. This is Non Eco friendly fashion.

Non eco friendly fashion and it consequences disposable clothing is wasting export, energy, labour and is polluting our world. Farmers have lost their lands in China to the government so that factories can be built. cheap mass production means that the working conditions are hazardous for workers. The service CMT Cut, Make and Trim on the internet has made it easier for companies to find other companies to produce their garments at certain order amounts.

disposable clothing is wasting export, energy, labour and is polluting our world.

Farmers have lost their lands in China to the government so that factories can be built.

cheap mass production means that the working conditions are hazardous for workers.

The service CMT Cut, Make and Trim on the internet has made it easier for companies to find other companies to produce their garments at certain order amounts.

Solutions and Changes Regarding Exploited Labour Clothing consumerism awareness. consumers realising that they have a responsibility to buy clothing that is more eco friendly to reduce carbon footprint in the long term. Factories should produce high quality of garments which will last longer (This would lead to more fair trade.) consumers should realise that fast fashion is often a result of exploited labour. Societies change in ideologies towards throw away fashion. Producing more clothing and garments in the UK to produce more employment.

consumerism awareness.

consumers realising that they have a responsibility to buy clothing that is more eco friendly to reduce carbon footprint in the long term.

Factories should produce high quality of garments which will last longer (This would lead to more fair trade.)

consumers should realise that fast fashion is often a result of exploited labour.

Societies change in ideologies towards throw away fashion.

Producing more clothing and garments in the UK to produce more employment.

How would a decrease in cheap consumerism effect developing countries. There has been awareness exploited clothing. “the Topshop clothes made by workers paid 22-40 pence per hour”, The Times Online The subsidence of cheap consumerism will mean that there could be changes in: The amount of production effecting economy The pollution problems. Employment levels and wage The quality of garments. Trend awareness.

There has been awareness exploited clothing. “the Topshop clothes made by workers paid 22-40 pence per hour”, The Times Online

The subsidence of cheap consumerism will mean that there could be changes in:

The amount of production effecting economy

The pollution problems.

Employment levels and wage

The quality of garments.

Trend awareness.

Consumer Backlash In recent years, fears of a consumer backlash have led companies to step up. Scandals over sweatshops and widespread use of child labour damaged company image and more importantly (for them) their profits. Almost all of Britain's leading brands have joined the ETI, signing up to its principles promoting good practices by suppliers.

In recent years, fears of a consumer backlash have led companies to step up. Scandals over sweatshops and widespread use of child labour damaged company image and more importantly (for them) their profits. Almost all of Britain's leading brands have joined the ETI, signing up to its principles promoting good practices by suppliers.

In recent years, fears of a consumer backlash have led companies to step up. Scandals over sweatshops and widespread use of child labour damaged company image and more importantly (for them) their profits. Almost all of Britain's leading brands have joined the ETI, signing up to its principles promoting good practices by suppliers. Fashion runs in cycles and surely it will soon be seen as fashionable to care. Fashion with a conscience. Questioning where your clothes came from and how they were produced will become a bigger concern. Investing in pieces rather filling our wardrobes full of cheap mass produced clothes.

In recent years, fears of a consumer backlash have led companies to step up. Scandals over sweatshops and widespread use of child labour damaged company image and more importantly (for them) their profits. Almost all of Britain's leading brands have joined the ETI, signing up to its principles promoting good practices by suppliers.

Fashion runs in cycles and surely it will soon be seen as fashionable to care. Fashion with a conscience. Questioning where your clothes came from and how they were produced will become a bigger concern.

Investing in pieces rather filling our wardrobes full of cheap mass produced clothes.

Topshop owner Green’s £1.2 billion dividend was enough to double the salaries of Cambodian’s whole garment workforce for eight years. The £2.3 million in salary and bonuses for M&S chief executive Stuart Rose would pay the annual wages of almost 12,000 Sri Lankan garment workers A worker making clothes for Green’s Arcadia group in Mauritius would need to toil for almost 4,000 years to gain the £3 million model Kate Moss earned for her Topshop clothing range.

Topshop owner Green’s £1.2 billion dividend was enough to double the salaries of Cambodian’s whole garment workforce for eight years.

The £2.3 million in salary and bonuses for M&S chief executive Stuart Rose would pay the annual wages of almost 12,000 Sri Lankan garment workers

A worker making clothes for Green’s Arcadia group in Mauritius would need to toil for almost 4,000 years to gain the £3 million model Kate Moss earned for her Topshop clothing range.

The £4.6 million in salary and bonuses for Tesco’s chief executive Sir Terry Leahy could pay the annual wages of more than 25,000 Bangladeshi garment employees who supply its stores, based on average wages of about £15 a month. Coleen McLoughlin, the fiancée of footballer Wayne Rooney, collected a reported £1.5 million as a spokesmodel for George at Asda - clothes made in Bangladesh for five pence an hour. Coleen’s £3000 Hermes Birkin handbag cost more than a Bangladeshi garment employee could earn in 16 years.

The £4.6 million in salary and bonuses for Tesco’s chief executive Sir Terry Leahy could pay the annual wages of more than 25,000 Bangladeshi garment employees who supply its stores, based on average wages of about £15 a month.

Coleen McLoughlin, the fiancée of footballer Wayne Rooney, collected a reported £1.5 million as a spokesmodel for George at Asda - clothes made in Bangladesh for five pence an hour. Coleen’s £3000 Hermes Birkin handbag cost more than a Bangladeshi garment employee could earn in 16 years.

Brand Power and Advertising. The US are the top global marketers, they spend $141.0 billion every year. You will on average watch 20,000-40,000 adverts a year. By the age of 3 a child can often recognise the logos of big brands. ADVERTISING AND BRAND POWER IS EVERYWHERE.

The US are the top global marketers, they spend $141.0 billion every year.

You will on average watch 20,000-40,000 adverts a year.

By the age of 3 a child can often recognise the logos of big brands.

ADVERTISING AND BRAND POWER IS EVERYWHERE.

Like most industries, the fashion industry often uses shocking or taboo images to sell their products. These are 3 controversial campaigns from the last few years. They all caused controversy , however they also did their jobs and made consumers aware of the products. Opium is now one of the top selling perfumes.

Like most industries, the fashion industry often uses shocking or taboo images to sell their products.

These are 3 controversial campaigns from the last few years. They all caused controversy , however they also did their jobs and made consumers aware of the products.

Opium is now one of the top selling perfumes.

“ Advertisements fight for your eyes and ears, a morsel of your time, an iota of your attention.” Advertising and brand power have helped enhance the success of fast fashion. In regards to ethical fashion- companies use advertising and brand power to create false images which they sell. Consumers believe what they see and want to buy in to it.

“ Advertisements fight for your eyes and ears, a morsel of your time, an iota of your attention.”

Advertising and brand power have helped enhance the success of fast fashion.

In regards to ethical fashion- companies use advertising and brand power to create false images which they sell. Consumers believe what they see and want to buy in to it.

However not all advertising and brand power in the fashion industry is so wealth orientated. Oliviero Toscani was responsible for many of the United Colours of Benetton campaigns, and more recently a campaign for Nolita. Toscani’s campaigns caused uproar globally. Perhaps because they didn’t sell a false image, instead they showed reality. Toscani, along with Benetton, wanted to make people aware of certain ethical issues such as AIDS, famine and slave labour.

However not all advertising and brand power in the fashion industry is so wealth orientated. Oliviero Toscani was responsible for many of the United Colours of Benetton campaigns, and more recently a campaign for Nolita.

Toscani’s campaigns caused uproar globally. Perhaps because they didn’t sell a false image, instead they showed reality.

Toscani, along with Benetton, wanted to make people aware of certain ethical issues such as AIDS, famine and slave labour.

As ethical fashion becomes more popular, there are more examples of businesses using advertising and brand power in a more positive light. To conclude - all companies, no matter how ethical they are, use brand power and advertising to sell their products. However some companies are more aware of the damaging influence they can have on the consumer, and have a more responsible attitude when thinking about the messages they send out to consumers.

As ethical fashion becomes more popular, there are more examples of businesses using advertising and brand power in a more positive light.

To conclude - all companies, no matter how ethical they are, use brand power and advertising to sell their products. However some companies are more aware of the damaging influence they can have on the consumer, and have a more responsible attitude when thinking about the messages they send out to consumers.

Corporate Power/ Responsibility.

“ Corporate responsibility has to make money, save money, or shut the pesky campaigners up.” “ Local officials push for industrial expansion regardless of the cost to human health and the environment.” The only way these companies will change is if their consumer changes.

“ Corporate responsibility has to make money, save money, or shut the pesky campaigners up.”

“ Local officials push for industrial expansion regardless of the cost to human health and the environment.”

The only way these companies will change is if their consumer changes.

Should we really scrap the boycotting and support the companies boasting fair trade initiatives by purchasing their products? Are we as consumers becoming the regulators of industry? Are our changing values going to overcome naked corporate greed? Will ‘consuming with a conscience’ effect the decisions of corporate execs and politicians?

Should we really scrap the boycotting and support the companies boasting fair trade initiatives by purchasing their products?

Are we as consumers becoming the regulators of industry?

Are our changing values going to overcome naked corporate greed?

Will ‘consuming with a conscience’ effect the decisions of corporate execs and politicians?

consume ~ to destroy by or like fire or disease: to cause to vanish. squander, waste, ware – spend extravagantly.

consume ~ to destroy by or like fire or disease: to cause to vanish. squander, waste, ware – spend extravagantly.

Bono ~ “ You vote every time you spend money” New consumer magazine ~ “Creating a world that works for everyone has never been easier. It lives in your simple shopping decisions and lifestyle habits.”

Bono ~ “ You vote every time you spend money”

Bob Jeffcott (Maquila Solidarity Network) ~ “ If we look only at voting with your dollars as the solution, it’s a pretty easy answer for people – one that can actually result in passivity. If I can buy clothing that has some sort of label on it that says it’s made under decent conditions, then I can feel good about myself and I don’t have to do anything else. Well, we are hoping that people will go beyond shopping.”

Bob Jeffcott (Maquila Solidarity Network) ~ “ If we look only at voting with your dollars as the solution, it’s a pretty easy answer for people – one that can actually result in passivity. If I can buy clothing that has some sort of label on it that says it’s made under decent conditions, then I can feel good about myself and I don’t have to do anything else. Well, we are hoping that people will go beyond shopping.”

Consumers who think they are choosing an ethically untainted product might actually be buying clothes sewn by child labour.

‘ Less is More’

Bibliography Websites http://www. asianresearch.org http.www.creativereview.co.uk http.www.anglofernando.com http://edstrong.blog-city.com/the_hypocrisy_of_ethical_consumerism.htm http:// playtherecords.com/2006_03_01_archive.html http://www.nosweat.org.uk/node/571 www.nosweat.org.uk/node/232 http://www.guardian.co.uk/business/2007/nov/01/10 http://www.guardian.co.uk.technology/2003/jul/24/shopping.onlinesupplement http://oxygen.mintel.com http://www.women.timesonline.co.uk http://wwwarchives.cnn.com http://www.brandchannel.com FLICKR(2007) start propaganda (online)(cited 04.12.07) available from < http://www.flickr.com/photos/startpropaganda/520383327/in/set-72157600494664570/ > Images. Camera Buenos Aires Books Ribeiro A (1995) Dress and Morality Phaidon Ross A (1999) No Sweat Publishers Grove West Various (1983) Global Fashion, Local Tradition Blackwell Publishing Television programs Channel 4 ‘Slave to Fashion’ (08/10/2007) Journals FARRELLY, L. (12/10/2006) ‘Over the Counter’ Design week Page 20 BOOTH,H. (01/02/2007) ‘Bags are the fashion must haves’ Design week Page 6 WORTH,J(2007) companies who care, New Internationalist, 407, pp.4-7. Newspaper articles MUNDAY, M. (27/10/2007) ‘Why fashion is flowering online’ Telegraph review Page19 Magazines WORTH, J. (Nov 2006) ‘Buy now, pay later’ New Internationalist NI 395 Page 2-5 ENGLER, M. (Nov 2006) ‘Sweating over sweatshops’ New Internationalist NI 395 Page 14-15

Websites

http://www. asianresearch.org

http.www.creativereview.co.uk

http.www.anglofernando.com

http://edstrong.blog-city.com/the_hypocrisy_of_ethical_consumerism.htm

http:// playtherecords.com/2006_03_01_archive.html

http://www.nosweat.org.uk/node/571

www.nosweat.org.uk/node/232

http://www.guardian.co.uk/business/2007/nov/01/10

http://www.guardian.co.uk.technology/2003/jul/24/shopping.onlinesupplement

http://oxygen.mintel.com

http://www.women.timesonline.co.uk

http://wwwarchives.cnn.com

http://www.brandchannel.com

FLICKR(2007) start propaganda (online)(cited 04.12.07) available from < http://www.flickr.com/photos/startpropaganda/520383327/in/set-72157600494664570/ >

Images. Camera Buenos Aires

Books

Ribeiro A (1995) Dress and Morality Phaidon

Ross A (1999) No Sweat Publishers Grove West

Various (1983) Global Fashion, Local Tradition Blackwell Publishing

Television programs

Channel 4 ‘Slave to Fashion’ (08/10/2007)

Journals

FARRELLY, L. (12/10/2006) ‘Over the Counter’ Design week Page 20

BOOTH,H. (01/02/2007) ‘Bags are the fashion must haves’ Design week Page 6

WORTH,J(2007) companies who care, New Internationalist, 407, pp.4-7.

Newspaper articles

MUNDAY, M. (27/10/2007) ‘Why fashion is flowering online’ Telegraph review Page19

Magazines

WORTH, J. (Nov 2006) ‘Buy now, pay later’ New Internationalist NI 395 Page 2-5

ENGLER, M. (Nov 2006) ‘Sweating over sweatshops’ New Internationalist NI 395 Page 14-15