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Sustainable fashion

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  • 1. What can I do as amarketeer to contributeto sustainability?!?%**10 different angle points for the fashion industry Stefaan Vandist CBMD, Wednesday 29th of June, 2011
  • 2. Sustainability wants Marketing wants   To go mainstream   To restore credibility   To educate the people   New emotional territory
  • 3. These days, marketeers have the historicopportunity to answer concerns of citizenswith products and services for consumers (Philip Kotler, Marketing 3.0)
  • 4. Image is reality Reality is image
  • 5. #1ALWAYS FIND A SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 6. #1ALWAYS FIND A SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 7. #1ALWAYS FIND A SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 8. #1ALWAYS FIND A SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 9. #1 ALWAYS FIND A SWEETSPOT #2 CONNECT WITH INCUBATORS #3 BE INSPIRED BY BIG IDEALS #4 RETHINK YOUR RELATION WITH NATURE #5 CLOSE YOUR MATERIAL LOOPS #6 TEACH WITHOUT PREACH #7 MAKE EVERYONE LOOK GOOD #8 ENTER THE ERA OF RADICAL TRANSPARENCY #9 ENABLE SUSTAINABLE BEHAVIOR #10 REDIRECT THE VALUE CHAINGezondheid en smaakdiversiteit
  • 10. #1ALWAYS FIND A SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 11. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 12. Businessas unusual +Incubation group +Bigger ideal
  • 13. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 14. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIGIDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 15. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIGIDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 16. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIGIDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 17. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIGIDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 18. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATIONWITH NATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 19. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATIONWITH NATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 20. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATIONWITH NATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 21. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIALLOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 22. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIALLOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 23. I really want to make a difference with my buying behaviour, but I don’t know how (The consumer)
  • 24. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 25. It is not about making sustainable products special, it is about making them normal (John Grant, Green Markting Manifesto)
  • 26. Sustainability is not only about ‘doing less bad’, it should be about ‘doing good’ (Michael Braungart, Cradle-to-cradle, remaking the way we make things)
  • 27. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOKGOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 28. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOKGOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 29. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 30. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 31. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 32. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 33. Can we just make fashion moresustainable? Or can we also make society more sustainable trough fashion?
  • 34. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLEBEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 35. Business model design enable newproducts and technologies and help solve entirely new customer problems (Alex Ostenwalder, Business Model Generation)
  • 36. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 37. #1ALWAYS FIND THE SWEETSPOT#2CONNECT WITH INCUBATORS#3BE INSPIRED BY BIG IDEALS#4RETHINK YOUR RELATION WITHNATURE#5CLOSE YOUR MATERIAL LOOPS#6TEACH WITHOUT PREACH#7MAKE EVERYONE LOOK GOOD#8ENTER THE ERA OF RADICALTRANSPARENCY#9ENABLE SUSTAINABLE BEHAVIOR#10REDIRECT THE VALUE CHAIN
  • 38. Always remind that a sustainable future makes only sense if it’s attractive enough to live in (Carlo Petrini, Slowfood foundation)
  • 39. Follow us @talkwithSparkTHANKS FOR YOURATTENTION Stefaan Vandist Stefaan.vandist@studiospark.eu www.studiospark.eu