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Consumer Behavior - Fast Fashion
- 1. LAB 1 Anti-Consumption & Materialism André Carneiro Alina Orlova Ian Waldron Luciana Carvalho Sabrina Alves
- 2. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND ANTI-CONSUMPTION & MATERIALISM?
- 3. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND ANTI-CONSUMPTION & MATERIALISM?
- 4. Fashion is Accelerating ● As media & communications have digitized and sped up, retail has been impacted ● “Seasons” have moved to more rapid refreshes & influencer driven collections ● Industry is more profitable than ever, companies are succeeding ● Consumers are able to achieve “lookees do dia” more easily than ever before ...but as Refinery29 wonders: “Is fast fashion a class issue?”
- 5. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND ANTI-CONSUMPTION & MATERIALISM?
- 6. Source: Folha de São Paulo #stores: 280 Revenue: R$ 6,9 bi* #employees: 17 K #stores: 289 Revenue: R$ 6,5 bi* #employees: 40 K #stores: 288 Revenue: R$ 6,3 bi* #employees: 18 K MAIN FAST FASHION BRANDS IN BRAZIL C&A, Riachuelo and Renner
- 7. https://www.youtube.com/watch?v=m_tCxkZmKks 1:10 Before: - TV prime time - Newspaper - Magazines - Radio - Spokesperson - Point of sale C&A: HOW TO REACH CONSUMERS Traditionals channels
- 8. Source: Nostalgia C&A: HOW TO REACH CONSUMERS Traditionals channels Before: - TV prime time - Newspaper - Magazines - Radio - Spokesperson - Point of sale
- 9. C&A: HOW TO REACH CONSUMERS Traditionals channels Before: - TV prime time - Newspaper - Magazines - Radio - Spokesperson - Point of sale
- 10. Now: omnichannel consumer - Digital: - Site - Social Media - Digital influencers - Search - Blogs - Partnerships with influencers, local brands and designers C&A: HOW TO REACH CONSUMERS Additional channels
- 11. Now: omnichannel consumer - Digital: - Site - Social Media - Digital influencers - Search - Blogs - Partnerships with influencers, local brands and designers C&A: HOW TO REACH CONSUMERS Additional channels
- 12. Now: omnichannel consumer - Digital: - Site - Social Media - Digital influencers - Search - Blogs - Partnerships with influencers, local brands and designers C&A: HOW TO REACH CONSUMERS Additional channels
- 13. C&A: MAIN INSIGHTS ABOUT COMMUNICATION AND STRATEGY - Maintained spokesperson strategy (now also with Digital Influencers) - Traditional media channels = complimentary - Digital media = fits with fast fashion concept - Partnerships with designers and local brands
- 14. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND ANTI-CONSUMPTION & MATERIALISM?
- 15. WHY CONSUMERS BUY FAST FASHION?
- 16. - Price - Trendy - Temporary happiness: "materialism is focused on the acquisition of the material possessions in the pursuit of happiness (Holt 1995; Richins and Dawson 1992; Scott, Martin, and Schouten 2014)" https://www.youtube.com/watch?v=17WiNYksZMQ 0:19-0:45 CONSUMERS POINT OF VIEW: Excellent cost-benefit
- 17. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND ANTI-CONSUMPTION & MATERIALISM?
- 18. FAST-FASHION: SOCIAL IMPACTS It's not all about being fashion https://www.youtube.com/watch?v=OaGp5_Sfbss
- 19. But what are some of the impacts? ● Agriculture ○ Booming cotton consumption has fueled dangerous monoculture of seeds and plants ● Labor/Human ○ Western (sales) price points driving fierce cost cutting along supply chain ○ This has depressed wages, led to precarious working conditions, and even building collapses and fires. ● Pollution ○ Supplier competition also results in waste into rivers, drinking water, etc. resulting in spikes in cancer and birth defects ● Textile waste ○ 82 lbs/person/year // 11M tons in US alone ○ Rarely biodegradable ● Even: Consumer well-being ○ Unhealthy shopping habits, addictions
- 20. MAIN CONSEQUENCE: ANTI-CONSUMPTION Consumers can be motivated to consume less ● Macro-level concerns (environment, social causes) ● Personal values ● Pursuit of a simpler lifestyle
- 22. CONSUMER'S MIND = MESS How are they going to solve this paradox in their mind? I don't have money, but I want to dress trendy! I can't be the one responsible for the poor conditions worldwide! All my friends buy at Forever 21! Should I look for a simpler life?
- 23. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND ANTI-CONSUMPTION & MATERIALISM?
- 24. ● Social initiatives ● Environmentally conscious practices ● Clothes exchanges/discounts ● Employee trainings ● Certified practices ANTI-CONSUMPTION: how are brands reacting to this new anti-consumption trend related to conscious consumption?
- 25. ANTI-CONSUMPTION: how are brands reacting to this new anti-consumption trend related to conscious consumption? C&A has created a corporate social responsibility strategy that focuses on: ● Sustainable products ● Sustainable supply ● Sustainable lives CSR
- 26. CSR ANTI-CONSUMPTION: how are brands reacting to this new anti-consumption trend related to conscious consumption?
- 27. CSR ANTI-CONSUMPTION: how are brands reacting to this new anti-consumption trend related to conscious consumption?
- 28. ANTI-CONSUMPTION: how are brands reacting to this new anti-consumption trend related to conscious consumption? CSR
- 29. Consciousness: brands recognize that their consumers are conscious about the impacts of mass consumption and fast fashion, and that those consumers bring their own values and priorities with them whenever they are shopping. Sustainability: companies like C&A are looking to balance their targeted and innovative marketing with information about their corporate social responsibility to help alleviate consumer’s conscience when they shop for C&A fast fashion
- 30. Sources: Folha de São Paulo: http://www1.folha.uol.com.br/saopaulo/2016/09/1813977-em-tempos-de-crise-redes-de-fast-fashion-se-transformam-e m-vedetes-de-shoppings.shtml Nostalgia: http://nostalgiarama.blogspot.com.br/2016/03/moda-anos-70-anuncios-alemaes-da-c.html