DISSERTATION (2015)
Mindfulness vs. Mindless Consumerism: How brand transparency can revolutionise the unethical practices within the fashion industry
For my Dissertation, I looked at the unethical practices within the fashion industry and the growing trend towards more conscious consumerism. I used a mixture of primary and secondary research conducting focus groups and interviews with industry experts as well as attending the Fashion Revolution: Arts and Speakers Tour. 'Mindfulness vs. Mindless Consumerism' considers the creation of materialism and the problems caused by fast fashion, from high pressure on garment workers, wastefulness and the environmental impact. Fashion is the second most polluting industry in the world.
The discussion focused on how well hidden bad conduct is within fashion supply chains from the general public and sometimes by the retailers head offices unaware of their own business models. The key findings were that the growing conscious consumer tribe do not want to be left in the dark any longer. They want to know who made their clothes, whether they were paid fairly and the conditions where they were made. As more people begin to question fashion brands, they must be able to provide answers. Brand transparency is key for the future because customers are becoming desensitised and starting to recognise false advertising. Brands must be honest and open about their supply chain and truly care about each person from raw material farms to the shop floor.