Key 3: sponsoring user
5 Discussion and Conclusion
By learning from the effects of interpersonal and intrapersonal motivations, fashion can function as a social pressure, forcing people to appropriate things that everyone else has.
Therefore, as designers interested in fashion and sustainability, it may be important to recognize the power of using fashion as a positive social force to change attitudes over the long term. Tomlinson (2008:42-45) has proposed that designers should try to find ways to direct ostentatious consumption towards more sustainable ends. For a long time, models paraded on the catwalk with completely different outfits for each seasonal collection, which encouraged over-consumption; now the trend is more towards buying recycled, handcrafted clothes, a return to "haute couture" in an ecological version. Thus, it may be important to be able to link fashion to public health and environmental issues in order to change attitudes in the long term. Following all the readings, as diverse as they are (scientific and political journals, magazines, theses and dissertations, studies by researchers and sociologists), I would like to attempt a connection between Design Thinking and Fast-Fashion: "Design Thinking is the possibility of making sustainability a popular fashion".
In conclusion, during this study, we can see that the terms "Design Thinking" and "Fast-Fashion" together do not ring false. It is possible to use fashion as a way of thinking to encourage sustainable design. Fashion is involved in personal identity and helps people express their own tastes, personality, and lifestyle. Likewise, fashion gives product owners a deep identity that allows them to establish a deeper connection with objects.
For the designer, developing a sensitivity to the power of fashion can help make sustainable design intentions and choices more visible, and therefore more compelling and thoughtful. More empirical research is needed to discover how fashion is already influencing Sustainable Interaction Design. - There is a need to examine more critically the consequences of fashion on the design of sustainability related products and services in relation to the individual user, organisational objectives and the common good.
More concretely, for companies, it is essential to prepare plans to deal with a possible global value transformation. Producing, in the chain, sometimes non-quality items that we know will end up in the garbage, polluting rivers by "laziness" since there are new
innovations that allow us to do otherwise, buying "organic cotton" while keeping the same frequency of purchase... This is no longer possible. Indeed, fashion and clothing go hand in hand and are co-dependent but are not the same thing. Fashion appears as an intangible phenomenon whose main object is clothing. However, clothing is not necessarily a fashion object. It can simply exist in its materiality without constituting a symbolic or representative element participating in the phenomenon of fashion. "Items of clothing must go through the process of transformation to be labelled as fashion
"(Kawamura, 2004:1). The context of COVID-19 showed us that a simple global pandemic could endanger the entire world economy and, through tensions and commercial uncertainties, revealed the flaws of the biggest industries. In a few years' time, it will be said that the crisis period of 2020 was a springboard for innovation, creativity and awakening of consciences, revealing new opportunities for global consumption. The leverage point for the Fast Fashion industry could be to take a strong position on social and environmental issues, as this is very much in demand by the younger generation. In view of the environmental and social impacts of production and consumption methods, this subject is becoming more and more passionate and, above all, is the subject of controversy and scrutiny regarding the practices employed.
"Accordingly, sustainable fashion is a growing subject of interest to a wide range of people, including environmentalists, fashion students and conscientious consumers"
(Farley Gordon, 2015:16). This desire is reflected in all the discourse and practices that question current behaviour and the future of fashion…
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Fast-Fashion: Environmental issues
Table 1. A study by the French Environment and Energy Management Agency (ADEME) has made a comparative assessment of the plastic waste flows that make up the 3.3 Mt/year post-consumer waste stream in France.
Source: Waste - Key Figures 2017 – ADEME, available on: https://www.senat.fr/leg/etudes-impact/pjl18-660-ei/pjl18-660-ei.html
Table 2. This graph shows clearly the still current cotton and synthetic fibres demand in Textile Industry.
Cotton and Synthetic fibres massive use are some causes of the environmental damages since cotton needs chemicals and water, and synthetic fibres are issue from oil extraction.
Table 3. This statistic illustrates the world denim market value from 2019 to 2023. In 2019, the global denim market was valued at approximately US$90 billion.
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Table 4. This table shows us the European Textile and Apparel sector companies’ turnover, investments and job offers.
Title: European textile and Apparel sector companies’ turnover, investments and job offers in 2017 and 2018
The overall of this 2-years analysis (2017-2018) reveals in 2018 there was a decrease of the number of companies on the market, a little decrease in job offers, a little increase of turnover and an increase in investments. The synthesis would be in the Textile and Apparel sector, some businesses are going bankrupt in the face of increased competition in a saturated market, the numerous European laws and standards that jeopardise their activity and unstable economic contexts. However, there is a slight increase in turnover despite the new and recent environmental standards affecting the sector. Thus, one could submit the hypothesis that new and more responsible consumption patterns and purchasing behaviour really make it possible to make a figure. The Desing Thinking methods that some companies are applying could be the cause of this.
Source: 2017 revised data and 2018 estimated data- Euratex
Table 5. Leading 10 European fast fashion brands based on total revenue worldwide in 2019
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