THE CURRENT LANDSCAPECONSUMER AND FASHION INDUSTRY BACKGROUND
ENVIRONMENTAL SUSTAINABILITY
is the # 1 cause among socially conscious consumers
Nielsen Global Social Responsibility Report March 2012
TODAY’S CONSUMER | GLOBALLY, SOCIALLY CONSCIOUS
FOREVER 21 | BRAND
Global, Fast Fashion retailer
Source for current fashions at great value
Target demographic, females 17-24 years old
FOREVER 21 | CORPORATE SOCIAL RESPONSIBILITY
Supplier and Vendor Social Compliance and Ethical Sourcing
Charity Programs
Environmental Policy
VAGUE
NO TRANSPARENCY
JUST A POP-UP ON WEBSITE
RANA PLAZA COLLAPSEBANGLADESH24 APRIL 2013
2,515 INJURED1,129 DIED
DEADLIEST GARMENT-FACTORY ACCIDENT IN HISTORY
"I have a Joe Fresh gift card and was going to go shopping there. Now I'm not so sure.” - Linda Bowser Fallis
"I need to know from each corporation before I decide if I want to buy anything from them.”- Jonathan Gottleib
MOVING FORWARD
SUSTAINABILITY AND TRANSPARENCY FOR A GLOBAL INDUSTRY
FOREVER 21 SAFE | PROJECT
Transparency for the consumer to see the production process behind their purchases
Support education for workers and improve working conditions
Track clothing from supply to production to store
FOREVER 21 SAFE | CONSUMERS
SAFE, sustainable clothing line centered on the idea that proceeds go towards:
improving manufacturing facilities enforcing safety protocols for workersfair wages for production employees
Customers feel like they are making a difference and doing their part in the movement towards environmental sustainability
FOREVER 21 SAFE | APP
Additional feature on the current Forever 21 app
Users can scan their clothing and see the production journey that went into creating the garment
Further suggestions on how consumers can be ethically conscious in their daily lives and purchases
FOREVER 21 SAFE | WEBSITE
Dedicated to Forever 21’s sustainable policies and their new transparency with consumers
Pictures and Biographies of select workers from international production companies
Tips & Tricks on how consumers can lead a conscious life through their fashion choices
Behind the scenes look of the production process
FOREVER 21 SAFE | GOALS
Appease globally, socially conscious customers with sustainable, trendy fashion
Encourage other global brands (H&M, Zara, Primark, Mango, etc.) to be transparent with consumers
Encourage producers to keep improving their facilities
Help move the fashion industry towards becoming more sustainable
FOREVER 21 SAFE
SAFE ENVIRONMENTS
SAFE WORKERS
SAFE PRODUCTS
THE END
ELOISA PUENTES | THE AMERICAN UNIVERSITY OF PARIS | APRIL 2014