Sustainability.

Fashion Commoditization

This link shows the struggle today between high end diffusion fashion labels and low end mass market brands taking over both customer base. This article goes into detail of how Zara has a mass global market and is selling diffusion label ripoffs at an even more affordable price. This is taking from high end diffusion labels market base and limiting sales for them. As the article goes on to conclude, fashion labels must be offering something out of the ordinary or something different these days in order to stay on top, or even in the running.

For my high end diffusion range I will be focussing on sustainability, using many 100% wool fabrics and 100% organic fair trade cotton. Of course there will be some acrylic fabrics used in my collection but the main focus will be sustainability and minimal acrylic will be used. Much of the tailoring or jackets will be cut to an oversized or boyfriend style shape due to the make of the pattern. Patterns will be cut in block shapes in order to sustain fabrics and aim for zero waste in the manufacturing process of the garments. Boutique bags will be made to be recyclable and be made out of recycled papers or magazines.

Untouched World NZ is an inspiring sustainability based local label which I have gathered inspiration from to incorporate many 100% wool fabrics and garments into my collection. Although Untouched World is small on global terms, their impact is large and they have been recognized for it as well. People go to them for a specific reason, which is to sustain our world and nature and to support locally, this is where they are succeeding- they have an established customer base which won't be easily competed with. They also take a stand in manufacturing, for them ethical fair trade thats ecologically sound is non- negotiable since until recently most of their product was produced in New Zealand however now a small % is produced else where so maintaining the same work ethic outside New Zealand is hugely important to them.

Untouched World sustainability report.

Date: 21/05/2013

Fair trade cotton and everything about it:
http://fairtrade.org.nz/sites/default/files/Fairtrade%20Certified%20Cotton%20Brochure.pdf check this out to help understand why using fair trade cotton, even better when organic, is so important!

Date: 29/05/2013