Implementing “Slow Fashion” At The Global Level

Implementing "Slow Fashion" At The Global Level

Covid-19 has produced a moment of reckoning for the fashion industry, along with a wider focus on sustainability. As Forbes contributor Yanie Durocher explains, this may have significant ramifications for China.
Slow Fashion
As Durocher points out, there is a tendency in society to operate in terms of trends that define social and cultural standpoints of the moment – but another option is thinking about how to insert slow fashion (,(ideally)%20zero%20waste.%20%E2%80%94 ) within the fashion ecosystem.  
Slow fashion is a reaction to mass-produced, trend-driven “fast fashion.” Slow fashion is thoughtful, intentional, and holistic. 
As an example of slow fashion, Durocher says just-in-time (JIT) inventory ( Learn moresales. 
The Sustainability Shift 
At present, the retail market does the opposite: brands create a general forecast of what they need, and whatever they don’t sell gest burnt or thrown away after discounted periods. 
If the idea of JIT in fashion seems far-fetched, consider the shift caused by Covid-19: a catalyst for digital activation, awareness, and the need for sustainability. 
Having lived in Shanghai for nine years, Durocher explains that their agency has a strong responsibility to help sustainability land in the consciousness of the masses and not just leave it to a niche audience. 
Looking Toward the Future 
Implementing this on a global level will not be easy, but Durocher believes that the way is open to a more sustainable direction for the future. One solution: E-PR agencies should increase B2B marketing to amplify output on a greater level, and then create diverse touchpoints and channels for B2B and B2C. 
For Durocher, a starting point is to focus on brands that insert authentic sustainability within their brand and values. They also create a more B2B2C focus in China, since the topic and discourse of sustainability has not advanced as far as in the West – although it is growing rapidly. 
One example of this would be matching a specifically targeted community toward a crossover with a manufacturer and a brand, thus creating a three-way focus (B2B2C). This increases word of mouth and provides credibility. 
Taking Up The Challenge 
Creating a sustainable community in China is another part of the sustainability-related challenge. However, there are already designers working to create and promote sustainable designs, like Santoni’s Materials Experience Center (MEC), which uses seamless technology to rethink and reengineer the way materials ( Learn morewaste. 
Also, on a macro-level, China has been implementing sustainable development zones through its Belt and Road Initiative (BRI), using different areas as A/B testing. China’s tech hub, Shenzhen, has plans to test technologies that may help to solve resource issues – and this could in turn contribute to sustainable fashion. 

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