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Perspectives on Communication, Education and Business
This book is a modern exploration of how we engage with fashion today. Through a series of articles this book shows the ‘ways’ through which we can approach fashion. The articles are organized around the following six sections: marketing, consuming, educating, communicating, embodying and positioning - each with a mix of research approaches and strategies. From sustainability and consumerism to street-style and street-food. From how fashion is taught across the globe to how fashion is communicated through photography and the media. We invite the readers to be curators themselves, and to create their own ‘augmented knowledge’ of fashion, by reading the varied themes in this book. Contributors are Claire Allen, Deidra Arrington, Naomi Braithwaite, Jill Carey, Federica Carlotto, Karen Dennis, Doris Domoszlai, Linsday E. Feeny, Nádia Fernandes, Jacque Lynn Foltyn, Alessia Grassi, Chris Jones, Lan Lan, Peng Liu, Mario Matos Ribeiro, Natalie C. McCreesh, Alex McIntosh, Alice Morin, Nolly Moyssi, Maria Patsalosavvi, Laura Petican, Jennifer Richards, Susanne Schulz, Ines Simoes, Helen Storey, Steve Swindells, Stephen Wigley, Gaye Wilson and Cecilia Winterhalter.
In: Engaging with Fashion
In: Engaging with Fashion
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In: Engaging with Fashion

Abstract

With moves towards improving sustainability within the retail sector and a growing requirement to conform to existing and emerging legislation, retailers from ostensibly disparate sectors face the common challenge of encouraging the reduced consumption of saleable products, while simultaneously maintaining their prosperity. Project transfer was initiated to investigate how efforts to promote sustainable consumption within retail is received and responded to by consumers. Consumers and partners in the retail sector were engaged with throughout the research which culminated in three consumer facing outputs; a workshop (‘Put a Better Foot Forward’, The Moor retail destination, Sheffield, UK), installation (‘Making in Real’, pop-up T-Shirt factory, Trinity Shopping Centre, Leeds, UK) and animated short film (Nothing to Wear? available via YouTube and launched at the Sheffield Shorts film screening, Sheffield, UK). Each of the outputs were designed to allow consumers to reflect on their shopping and consumption habits in an engaging, stimulating environment. The key aim was to promote mindfulness and engage consumers in discussion and debate. All the output events were free for the general public to attend/participate in. This paper will discuss the role of engaging the consumer in sustainable fashion research and the impact of consumer facing outputs in education and awareness of sustainable issues in shopping and consumption.

In: Engaging with Fashion