Ethical Fashion Dimensions: Pictorial and Auditory Depictions Through Three Culture Perspectives The article is an explanatory study comparing the attitudes of young fashion conscious consumers towards ethical fashion in Canada, France and the United Kingdom. The study includes cross cultural research done by the methods of forming focus groups, interviewing students from universities, and analysis of mood boards created by interviewees. Due to fast fashion manufacturing costs have been lowered and the increased pressure by consumer demand for cheaper fashion items has led to sacrificing of ethical standards so that they can remain competitive in the fashion industry. Although awareness of ethical issues has increased and the consumers are sympathetic towards the ethical issues but the visual appearance of the garment strongly influences the purchasing intention of the garment as opposed to its ethical credentials. This article will help address the gap by actually providing results of the research which compare the attitudes towards ethical fashion of apparel consumers in these three countries. The findings show that the consumers of UK generally thought that ethical clothing would be expensive however Canadians didn’t think the same, they thought ethical clothing would be less available. The Canadians didn’t want to pay an extra price for the garment being ethical while French consumers were willing to pay and extra price if it fulfilled as a redemption for other bad behavior. Some consumers mentioned that if the other important criteria was met by the garment they would be willing to purchase an ethical garment while some were confused about the meaning of ethical fashion thus were uninterested in buying it at all. While some people thought of ethical garments as “dull” or “boring” the others said they would boycott a company if they were made aware of its unethical practices. The article also has some limitations and scope for further research. As the participants of the study were a small group of homogeneous people who were in the same age bracket ( 18-26) and broadly belonging to the same socio-economic and educational backgrounds, the information derived may not be a very good representative of the diverse market of that county. Also the cross cultural nature of the research required to translate data from French to English which might not be as accurate as thought. Phau, I., Teah, M., & Chuah, J. (2015), Consumer attitudes towards luxury fashion apparel made in sweatshops, Journal of Fashion Marketing and Management, 19 (2), 169-187.  The motivation of this study is to let more people have more understanding on how consumer attitudes play a significant role in luxury fashion apparel which was made in sweatshops in the developing countries. And also can use the hypothesis extension to population, not only in Australia, but also for other countries of different socioeconomic groups which may produce different results.       T ...

1. Ethical Fashion Dimensions: Pictorial and Auditory Depictions
Through Three Culture Perspectives
The article is an explanatory study comparing the attitudes of
young fashion conscious consumers towards ethical fashion in
Canada, France and the United Kingdom. The study includes
cross cultural research done by the methods of forming focus
groups, interviewing students from universities, and analysis of
mood boards created by interviewees. Due to fast fashion
manufacturing costs have been lowered and the increased
pressure by consumer demand for cheaper fashion items has led
to sacrificing of ethical standards so that they can remain
competitive in the fashion industry.
Although awareness of ethical issues has increased and the
consumers are sympathetic towards the ethical issues but the
visual appearance of the garment strongly influences the
purchasing intention of the garment as opposed to its ethical
credentials. This article will help address the gap by actually
providing results of the research which compare the attitudes
towards ethical fashion of apparel consumers in these three
countries.
The findings show that the consumers of UK generally thought
that ethical clothing would be expensive however Canadians
didn’t think the same, they thought ethical clothing would be
less available. The Canadians didn’t want to pay an extra price
for the garment being ethical while French consumers were
willing to pay and extra price if it fulfilled as a redemption for
other bad behavior. Some consumers mentioned that if the other
important criteria was met by the garment they would be willing
to purchase an ethical garment while some were confused about
the meaning of ethical fashion thus were uninterested in buying
it at all. While some people thought of ethical garments as

2. “dull” or “boring” the others said they would boycott a company
if they were made aware of its unethical practices.
The article also has some limitations and scope for further
research. As the participants of the study were a small group of
homogeneous people who were in the same age bracket ( 18-26)
and broadly belonging to the same socio-economic and
educational backgrounds, the information derived may not be a
very good representative of the diverse market of that county.
Also the cross cultural nature of the research required to
translate data from French to English which might not be as
accurate as thought.
Phau, I., Teah, M., & Chuah, J. (2015), Consumer attitudes
towards luxury fashion apparel made in sweatshops, Journal of
Fashion Marketing and Management, 19 (2), 169-187.
The motivation of this study is to let more people have more
understanding on how consumer attitudes play a significant role
in luxury fashion apparel which was made in sweatshops in the
developing countries. And also can use the hypothesis extension
to population, not only in Australia, but also for other countries
of different socioeconomic groups which may produce different
results.
The benefits are high profits and low price for production.
This article reports that only 1% of apparel production
practices “ethically made apparel” of the 1 trillion global
fashion industry. This means that there is a huge sustainability
problem in the fashion industry that needs to be addressed.
Also, the increasing apparel consumer demands also increase
the demand for consumer information for ethical manufacturing
practices from fashion companies. This make more people

3. recognized that ethical branding strategy should be utilized in
the future to maintain sustainable development in the society.
The framework used in this article was Theory of Planned
Behavior (TPB), to examine consumers’ attitudes towards
luxury fashion apparel brands made in sweatshops.
In this quantitative article, the authors gathered data by
conducting a “mall intercept” self-administered questionnaire.
They did this by preparing the interviewer and approaching
every fifth person who passed by the mall entrance. The data
collection was over a period of three weeks, both during
weekdays and weekends. Out of 260 questionnaires, 63 were
incomplete and eliminated and only 197 were used for analysis
using SPSS software. % were male, 51% were female and the
majority of respondents were ages 21-35, with earnings less
than $15,000/yr.
The survey instrument used was a seven-point Likert Scale
to measure and analyze how attitudes(3 dimensional), social
norms (3 dimensional), and perceived behavioral control- 1
dimensional (PBC) affect “intention not to purchase luxury
branded apparel made in sweatshops” and how significant it is
towards “Willingness to pay more for luxury branded apparel
not made in sweatshops”.
From all 17 Hypothesis, eight were found supported (H1b,
H3b, H3a, H2a, H6b, H8a, H8b, and H9) and 9 were not
supported (H1a, H2b, H4a, H5a, H6a, H7a, H4b, H5b, and H7b).
After looking over the 17 hypothesis, some of the practical
implications of this article may be that consumers who are
aware of luxury brands who use sweatshops are willing pay a
higher price for luxury items not made in sweatshops. This can
lead to luxury brands having an option to implement “super-
premium” prices and also may be able to create an

4. “exclusiveness” of the luxury brand and strategically create a
niche-market.
The limitations of this study could be that the sample
population was too small, authors could have gathered more
data by staying longer than 3 weeks, or by not waiting until the
fifth person to walk in through the doors. The sample was not
representative of the general population because the majority of
respondents were probably not aware of the issue at hand (Phau
et al, 2014).
Article Discussions
1. What are the advantages and disadvantages of incremental
internationalization? (From the article: Internationalization
Process of Fast Fashion Retailers: Evidence of H&M and Zara)
Globalization has made many businesses all over the world to
adopt strategies that will give them a competitive edge over
other similar businesses. Some of them have adopted
incremental internationalization, which refers to the behavior of
firms to start operations in domestic markets and later expand
into new markets. This helps firms to establish themselves in
local markets before venturing into new foreign markets. As
such, it makes sense for a firm to first raise capital and learn the
most efficient business operations locally before it can expand
into other countries. Another advantage of incremental
internationalization is that firms are facilitated to gather
sufficient resources that enable them to come up with effective
strategies to enter the new markets. For instance, a firm
intending to operate globally should first consider setting up
operations in a stable environment that will facilitate for its
growth and sustainability. Based on the lessons learnt, it can
then identify more effective strategies when operating in other

5. countries. Some may argue that the model has become outdated
due to increased competition that has forced companies to seek
ways of faster penetration into new markets. However,
incremental internationalization is an effective model for firms
intending to grow gradually.. this model is also criticized as it
encourages firms to have late market entry, which may limit
their market share as other early entrants may have already
taken over the market.
2. Why are international brands first introduced as premium
brands in developing countries?(From the article: Evolution
Patterns of Apparel Brands in Asian Countries: Propositions
From an Analysis of the Apparel Industry in Korea and India)
It makes sense to attach higher prices to products so as to earn
higher earnings. This concept has been used by many
international firms, as premium brands are associated with high
quality and well–designed products. This is due to the fact that
local apparels are regarded as being inferior in quality and
design. Therefore, premium brands fetch better prices, and the
firm earns a competitive advantage over other firms producing
domestic apparel. For instance, the Tommy Hilfiger brand is
considered as a premium brand in India, and it is so costly that
the price of one item is twice a worker’s monthly income. To
support this point, most developing countries prefer wearing
international brands to their own designs. This is due to the
mentality that global brands are more superior. However,
premium pricing is only a marketing strategy to enhance a
company’s competitive advantage.
3. Which is the best method of approaching a consumer for
retail clothing? (From the article: International Brand
Management and Strategy: Apparel Market in China)
The far end of the supply chain is the consumer, who has a big
impact on the success of an apparel business. However,
approaching consumers is one of the biggest challenges that
businesses have to go through. It would help if the were to be
aware that multiple methods of communication that are

6. cumulated over time are the best options for approaching
consumers. When making decisions regarding clothing items,
consumers rely on pre–existing knowledge. Various
communication sources should be used to get to the consumers
so as to enhance brand awareness. For instance, in China,
consumers for apparel do not take time to search for the best
clothing items that are available, as their basis for selecting a
particular brand is due to the attributes that have been
communicated to them via various communication channels. In
other parts of the world, this strategy can also be adopted. A
company that sends a consistent message about its brand raises
consumer awareness, therefore influencing consumer purchase
decisions.
Developing Sustainable Supply Chains
Chapter 4 Review
Going Global
By
Fatimah Hakeem
Ann Huebner
Fareeha Naz
Consumers and corporations all across the world have
demonstrated interests in social, environmental, economic,
political responsibility:
Recycling, global warming, pollution, workers conditions,
unfair treatment of human beings.
Consumers and Corporations responsibilities

7. The expression which gives attention to these responsibilities in
the business processes and supply chain is Codes of conduct.
but the Sustainability considered strategy to integrate these
responsibilities integrate dimensions to enhance cooperation
and uniformity among the supply chain.
Code of conduct = supporting sustainability
Concepts related to responsibilities
Small firms = applying a code of conduct always is so difficult.
Challenges: multiple languages, resource availability, and
limitation of infrastructure and financial.
Challenges of sustainability of corporate supply chains
Activist organizations by consumer worldwide has helped shape
working conditions

8. e.g. The Gap store: agreed implement in workers conditions.
pressure for corporate attention to sustainability
Corporate exploitation:
law price wages, workplace sexual harassment, extended work
hours, child labor.
Outcome: FLA
To mission is to improve work locations worldwide.
corporation membership in the Fair Labor Association.
e.g Adidas and Nordstrom.
implementation of corporate supply chain sustainability
Worldwide Responsible Accredited Production.
WRAP process:
Application > Self-Assessment > Monitoring > Evolution >
Certification
WRAP

9. Corporate Codes of Conduct
WRAP
Application
Self-Assessment
Monitoring
Evaluation
Certification
Fair Trade
Fair Trade (Cont'd)
Organizations
WFTO
FLO
IFAT
Factors:
Ethics
Morals

10. Human Rights
Abuses in Apparel Industry
Three primary factors that contribute to human rights
violations:
Poverty
Gender
Age
therainseason.com%2F2012%2F11%2F28%2Ffree2work%2F&p
sig=AFQjCNHoEf6gD5cgCyGJkojrLqIOx-
MGRA&ust=1442254142887547
Poverty Measurement
HDI- Human Development Index considers three variables:
GDP per capita
Life expectancy at birth
Adult literacy

11. Human Rights
Abuses in Apparel Industry
www.independent.org%2Fpublications%2Fworking_papers%2Fa
rticle.asp%3Fid%3D1369&
Human Rights
http://www.srilankabrands.com/made-in-sri-lanka-with-pride-
and-integrity/

12. Many consumer activist groups now demand:
-that all workers need to be paid a living wage.
Human Rights Organizations
ttp://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=ima
ges&cd=&cad=rja&uact=8&ved=0CAUQjhxqFQoTCIDDo9G19
McCFYeZgAodJhIFZg&url=http%3A%2F%2Fen.maquilasolidar
ity.org%2Fcurrentcampaigns%2FBangladesh&psig=AFQjCNGM
k0324vwUFx2Zxn-PdVkt2AHQWA&ust=1442247603012273
Trade Unions
10 months after the Rana Plaza building collapse in Bangladesh
killed over 1,100 garment workers and injured over 2,000 more,
70 trade unions protested working conditions

13. Support education
Prevent pollution
Value biodiversity
Promote safety and health
Minimize energy consumption
Preserve natural resources
Recycle waste
Provide reasonable wages
Support equal opportunity
Commit to community
Make a profit
THE SPHERES OF SUSTAINABILITY
Going Global Textbook , pg 111
Discussion Question:
How does this illustration guide the apparel industry toward a
sustainable supply chain?