"We never know the worth of water till the well is dry"
"Buy less, Choose well, Make it last"
I have recently finished studying a Fashion Business and Promotions degree at Birmingham City University; through my 3 years I have gained valuable presentation, teamwork and analytical skills as well as developing my creativity in Adobe software InDesign and Photoshop. My modules gave me a better understanding of the business side of the fashion industry as well as developing my knowledge of Marketing/PR, Events, Buying and Merchandising. My goal is to work within the marketing industry and be able to develop my current skills and knowledge further whilst offering my future employment my ideas and creativity.
CAN THE FAST FASHION INDUSTRY AND ITS CONSUMERS REDUCE THEIR WATER CONSUMPTION AND POLLUTION?
My dissertation was an investigation into water consumption within the fashion industry; I conducted primary research with fast fashion consumers and organised focus groups and questionnaires to get a better understanding of their awareness of the use of water within the fashion industry; this resulted in me concluding that consumers are largely unaware of how their treatment of clothes affects water supply and quality. I also researched current fashion brands attitude towards the amount of water they use and found there was little being done in the fast fashion industry to solve water consumption. Marketing was also an area I researched to discover how fashion brands can market sustainable issues to consumers without greenwashing and becoming “Preachy”. My recommendation at the end of my dissertation was for the trend of “Waterless Washing” to become a marketable product to consumers, not only for the water it saves, but for the convenience it offers the consumer. This then helped develop my idea for my Final major project.
My Final Major Project saw H&M launch a new laundry product range I named “Dry Cleaning”; the idea stemmed from an already existing product called Day 2 which enabled customers to wash their clothes less but also keep them fresh and crease free. As a fast fashion brand with a history of sustainable action plans, I thought H&M would be the right fashion brand to launch this product as the goal was to target fast fashion consumers and help make them aware of the effects of washing clothes so often. The marketing message was clear and simple “Wash less, Save More”; this message meant that by washing clothes less, they would in turn last longer which would then be rewarded by H&M when recycling in store.