Current Issues Proposal PDF

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Professor: Constantine Campaniaris Group Members: Antonio, Kristine Chen, Vivien Hsu, Anita Nguyen, Lily

Current Issues Group Presentation and Discussion Apparel Marketing - CRN 50981

Topic: Sustainability in Apparel Marketing: Feasible or Green washing? Fast fashion is defined as inexpensive clothing that is produced by mass-market retailers. Usually in large increments, sold to customers; but quickly discarded. This has been an ongoing issue in the fashion industry for many years now. Luxury brands have even admitted to burning clothes just to “protect the brand”. Due to this method, these certain brands end up gaining more profit and maintaining the status of a high-end label. But those decisions cause many pollution and waste problems. Nowadays, more and more people have been environmentally conscience consumers and are becoming advocates for a more sustainable outlook in the fashion industry. Seeing that it has become a trend in the past year, many fashion brands have now attempted to improve the ways in which their clothing and fashion accessories are produced; with their claims of producing less and producing ethically. They encourage their customers to consume less but make “smart purchases” for sustainability. However, certain mass-retailers seem to have questionable promises pertaining to their announcements on their environmental efforts. Particularly, brands such as H&M and Zara have made seemingly vague claims that experts think are unrealistic and infeasible in the long run. Can these fashion labels keep their commitment of “eco-consciousness” or are fashion labels that market sustainability just another attempt to reel in conscience consumers? In this group presentation, we will be discussing with the class the issue of sustainability and what is beneath the surface. Our take on what is meant to be a more positive aspect on the fashion industry into a different perspective....