Researcher ORCID Identifier

https://orcid.org/0000-0002-0287-7311

Graduation Year

2021

Date of Submission

5-2021

Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts

Reader 1

Jeff Lewis

Terms of Use & License Information

Terms of Use for work posted in Scholarship@Claremont.

Rights Information

Taite A Jorgensen

Abstract

This paper analyzes how fast fashion has impacted future trends of the fashion industry. Due to globalization, the fast fashion industry has been able to create new norms of over-consumerism and international labor. Because of this, the fast fashion industry is able to mass produce in a way consumers have never seen before, in addition to making it all at extremely low prices. However, fast fashion brands are only able to mass produce cheap goods through unethical methodologies; these methodologies include unsustainable materials and practices, inhuman labor conditions and wages, and by making sizes that exclude bigger bodies. Consumers are now realizing how detrimental these practices are, and in result, they want to see more brands that focus on corporate social responsibility. Consumers are demanding that fashion brands do better. Although there is a rise of brands wanting to prioritize ethics because of the consumer demand and personal values, the brands face challenges, like time, money and resources. This paper then shares specific essential marketing strategies that brands need to use in order to market their ethics for profit. These strategies include utilizing social media, trend forecasting, specific leadership approaches, and pricing that reflects the consumer. Brands that are using these strategies are able to be ethical and profitable in the fashion industry. It is clear that the future of fashion is valuing ethics.

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