Consumer Power and Consumer Power and ResponsibilityResponsibility

Trend: Less is MoreTrend: Less is More

Pressure to buyPressure to buy• Britons will spend £580 million Britons will spend £580 million

on clothes in the January sales on clothes in the January sales that will never be WORN!that will never be WORN!

• the average shopper will spend the average shopper will spend £25 on garments that will never £25 on garments that will never see the light of day.see the light of day.

• 54% of women will buy one item 54% of women will buy one item of useless clothing during the of useless clothing during the sales.sales.

• The average woman already has The average woman already has nine items in her wardrobe which nine items in her wardrobe which have been unworn for a year .have been unworn for a year .

•People go crazy for People go crazy for London PrimarkLondon Primark

•Michele Hanson , The Michele Hanson , The Guardian; “But we made Guardian; “But we made the big mistake of going the big mistake of going into primark. I soon had a into primark. I soon had a roaring temperature, and roaring temperature, and daughter and I were daughter and I were snapping and snarling at snapping and snarling at each other” each other”

•Lovely, is this a shopping Lovely, is this a shopping experience people want ?experience people want ?

•There is clear evidence that Primarkis failing to live up to its ethical commitments .

•we are suckers for a cheap buy.

•why buy 1 quality top for £50 when you can get 10 cheaper versions for the same price?

•The more aware we become as consumers the less we will buy.

““I can hear a change a I can hear a change a coming”coming”

• Fashion is about shoes, Fashion is about shoes, sunglasses and most sunglasses and most importantly bags now.importantly bags now.

• People now dress casually People now dress casually in jeans and a cotton top in jeans and a cotton top and spend money on a bag.and spend money on a bag.

• The accessories sector, The accessories sector, especially bags, is predicted especially bags, is predicted to grow 11 % over the next to grow 11 % over the next 5 years. 5 years.

• Maybe consumer’s attitudes Maybe consumer’s attitudes can change and this trend can change and this trend can spread across all high can spread across all high

quality fashion .quality fashion .

www.online www.online shopping .comshopping .com

• 24/07/2003 – Internet shopping day.24/07/2003 – Internet shopping day.• IMRG say online shopping will account for 40% IMRG say online shopping will account for 40%

of all retail by 2006.of all retail by 2006.• Big fashion brands are now desperate to make Big fashion brands are now desperate to make

their presence felt online.their presence felt online.• The fashion establishment now trawl sites such The fashion establishment now trawl sites such

facebook and myspace looking for young facebook and myspace looking for young creatives to team up with, a trend called creatives to team up with, a trend called “collaborating branding”.“collaborating branding”.

• Online is the perfect place to communicate with Online is the perfect place to communicate with the consumer, you are not rushed into panic the consumer, you are not rushed into panic buying, you can simply browse, and buy there, or buying, you can simply browse, and buy there, or go to the shop another day.go to the shop another day.

More change?More change?• Sales growth is easing to its weakest rate for almost Sales growth is easing to its weakest rate for almost

a year as consumers feel the pinch from higher a year as consumers feel the pinch from higher interest rates.interest rates.

• Shoppers have less to spend.Shoppers have less to spend.• Milan fashion week founder Beppe Modenese Milan fashion week founder Beppe Modenese

recently said,” the whole fashion system will have to recently said,” the whole fashion system will have to change” in light of global warming. This means change” in light of global warming. This means seasons across the globe are becoming far less seasons across the globe are becoming far less distinct. The traditional spring and autumn distinct. The traditional spring and autumn collections’ days are numbered.collections’ days are numbered.

• ““We will start to see what you would call trans-We will start to see what you would call trans-seasonal or all-year clothing” says Harriet Quick, seasonal or all-year clothing” says Harriet Quick, fashion features director of Vogue UK.fashion features director of Vogue UK.

• Consumers will need less clothing.Consumers will need less clothing.

If mass/cheap consumerism subsides, If mass/cheap consumerism subsides, how will it effect developing economies?how will it effect developing economies?

• consumerism power and responsibility is the key to all mass consumerism power and responsibility is the key to all mass production that is driven by the demands and needs of society.production that is driven by the demands and needs of society.

• CMT Cut Make and Trim service are smaller services built in CMT Cut Make and Trim service are smaller services built in factories to allows companies to produce at smaller cost abroad.factories to allows companies to produce at smaller cost abroad.

• Media has focused on the problems that fast fashion is creating Media has focused on the problems that fast fashion is creating such as pollution as these developing countries strive for such as pollution as these developing countries strive for economic power.economic power.

• There is now more awareness of fair trade, products that have There is now more awareness of fair trade, products that have been traded fairly.been traded fairly.

• at the present moment, media has focused on the pollution at the present moment, media has focused on the pollution increases in china as it is the world 1/6 population.increases in china as it is the world 1/6 population.

• cheap( fast fashion ) consumerism means that clothing and such cheap( fast fashion ) consumerism means that clothing and such products are being made at low cost leaving more amounts of products are being made at low cost leaving more amounts of carbon foot print as there is large amount of export. carbon foot print as there is large amount of export. This is This is Non Eco friendly fashion.Non Eco friendly fashion.

Non eco friendly fashion Non eco friendly fashion and it consequencesand it consequences

• disposable clothing is wasting disposable clothing is wasting export, energy, labour and is export, energy, labour and is polluting our world.polluting our world.

• Farmers have lost their lands Farmers have lost their lands in China to the government in China to the government so that factories can be built.so that factories can be built.

• cheap mass production cheap mass production means that the working means that the working conditions are hazardous for conditions are hazardous for workers.workers.

• The service CMT Cut, Make The service CMT Cut, Make and Trim on the internet has and Trim on the internet has made it easier for companies made it easier for companies to find other companies to to find other companies to produce their garments at produce their garments at certain order amounts.certain order amounts.

Solutions and Changes Regarding Solutions and Changes Regarding Exploited Labour ClothingExploited Labour Clothing

• consumerism awareness.consumerism awareness.• consumers realising that they have a responsibility to buy consumers realising that they have a responsibility to buy

clothing that is more eco friendly to reduce carbon clothing that is more eco friendly to reduce carbon footprint in the long term.footprint in the long term.

• Factories should produce high quality of garments which Factories should produce high quality of garments which will last longer (This would lead to more fair trade.)will last longer (This would lead to more fair trade.)

• consumers should realise that fast fashion is often a result consumers should realise that fast fashion is often a result of exploited labour.of exploited labour.

• Societies change in ideologies towards throw away Societies change in ideologies towards throw away fashion.fashion.

• Producing more clothing and garments in the UK to Producing more clothing and garments in the UK to produce more employment.produce more employment.

How would a decrease in cheap How would a decrease in cheap consumerism effect developing consumerism effect developing

countries.countries.

• There has been awareness exploited clothing. “the Topshop clothes There has been awareness exploited clothing. “the Topshop clothes made by workers paid 22-40 pence per hour”, made by workers paid 22-40 pence per hour”, The Times OnlineThe Times Online

• The subsidence of cheap consumerism will mean that there could be The subsidence of cheap consumerism will mean that there could be changes in:changes in:

- The amount of production effecting economyThe amount of production effecting economy- The pollution problems.The pollution problems.- Employment levels and wageEmployment levels and wage- The quality of garments.The quality of garments.- Trend awareness.Trend awareness.

Consumer BacklashConsumer Backlash

• In recent years, fears of a consumer In recent years, fears of a consumer backlash have led companies to step up. backlash have led companies to step up. Scandals over sweatshops and widespread Scandals over sweatshops and widespread use of child labour damaged company image use of child labour damaged company image and more importantly (for them) their and more importantly (for them) their profits. Almost all of Britain's leading brands profits. Almost all of Britain's leading brands have joined the ETI, signing up to its have joined the ETI, signing up to its principles promoting good practices by principles promoting good practices by suppliers.suppliers.

• In recent years, fears of a consumer backlash have In recent years, fears of a consumer backlash have led companies to step up. Scandals over sweatshops led companies to step up. Scandals over sweatshops and widespread use of child labour damaged and widespread use of child labour damaged company image and more importantly (for them) their company image and more importantly (for them) their profits. Almost all of Britain's leading brands have profits. Almost all of Britain's leading brands have joined the ETI, signing up to its principles promoting joined the ETI, signing up to its principles promoting good practices by suppliers.good practices by suppliers.

• Fashion runs in cycles and surely it will soon be seen Fashion runs in cycles and surely it will soon be seen as fashionable to care. Fashion with a conscience. as fashionable to care. Fashion with a conscience. Questioning where your clothes came from and how Questioning where your clothes came from and how they were produced will become a bigger concern.they were produced will become a bigger concern.

• Investing in pieces rather filling our wardrobes full of Investing in pieces rather filling our wardrobes full of cheap mass produced clothes.cheap mass produced clothes.

• Topshop owner Green’s £1.2 billion dividend was Topshop owner Green’s £1.2 billion dividend was enough to double the salaries of Cambodian’s whole enough to double the salaries of Cambodian’s whole garment workforce for eight years. garment workforce for eight years.

• The £2.3 million in salary and bonuses for M&S The £2.3 million in salary and bonuses for M&S chief executive Stuart Rose would pay the annual chief executive Stuart Rose would pay the annual wages of almost 12,000 Sri Lankan garment workers wages of almost 12,000 Sri Lankan garment workers

• A worker making clothes for Green’s Arcadia group A worker making clothes for Green’s Arcadia group in Mauritius would need to toil for almost 4,000 in Mauritius would need to toil for almost 4,000 years to gain the £3 million model Kate Moss earned years to gain the £3 million model Kate Moss earned for her Topshop clothing range. for her Topshop clothing range.

• The £4.6 million in salary and bonuses for Tesco’s The £4.6 million in salary and bonuses for Tesco’s chief executive Sir Terry Leahy could pay the annual chief executive Sir Terry Leahy could pay the annual wages of more than 25,000 Bangladeshi garment wages of more than 25,000 Bangladeshi garment employees who supply its stores, based on average employees who supply its stores, based on average wages of about £15 a month. wages of about £15 a month.

• Coleen McLoughlin, the fiancée of footballer Wayne Coleen McLoughlin, the fiancée of footballer Wayne Rooney, collected a reported £1.5 million as a Rooney, collected a reported £1.5 million as a spokesmodel for George at Asda - clothes made in spokesmodel for George at Asda - clothes made in Bangladesh for five pence an hour. Coleen’s £3000 Bangladesh for five pence an hour. Coleen’s £3000 Hermes Birkin handbag cost more than a Bangladeshi Hermes Birkin handbag cost more than a Bangladeshi garment employee could earn in 16 years. garment employee could earn in 16 years.

Brand Power and Brand Power and Advertising.Advertising.

• The US are the top global marketers, they spend The US are the top global marketers, they spend $141.0 billion every year.$141.0 billion every year.

• You will on average watch 20,000-40,000 adverts You will on average watch 20,000-40,000 adverts a year.a year.

• By the age of 3 a child can often recognise the By the age of 3 a child can often recognise the logos of big brands. logos of big brands.

ADVERTISING AND BRAND POWER IS ADVERTISING AND BRAND POWER IS EVERYWHERE.EVERYWHERE.

•Like most industries, the fashion industry often uses Like most industries, the fashion industry often uses shocking or taboo images to sell their products.shocking or taboo images to sell their products.

•These are 3 controversial campaigns from the last few These are 3 controversial campaigns from the last few years. They all caused controversy , however they also did years. They all caused controversy , however they also did their jobs and made consumers aware of the products.their jobs and made consumers aware of the products.

•Opium is now one of the top selling perfumes.Opium is now one of the top selling perfumes.

• ““Advertisements fight for your eyes and ears, a Advertisements fight for your eyes and ears, a morsel of your time, an iota of your attention.”morsel of your time, an iota of your attention.”

• Advertising and brand power have helped Advertising and brand power have helped enhance the success of fast fashion.enhance the success of fast fashion.

• In regards to ethical fashion- companies use In regards to ethical fashion- companies use advertising and brand power to create false advertising and brand power to create false images which they sell. Consumers believe what images which they sell. Consumers believe what they see and want to buy in to it.they see and want to buy in to it.

• However not all advertising and brand power in the However not all advertising and brand power in the fashion industry is so wealth orientated. Oliviero Toscani fashion industry is so wealth orientated. Oliviero Toscani was responsible for many of the United Colours of was responsible for many of the United Colours of Benetton campaigns, and more recently a campaign for Benetton campaigns, and more recently a campaign for Nolita.Nolita.

• Toscani’s campaigns caused uproar globally. Perhaps because they didn’t sell a false image, instead they showed reality.

•Toscani, along with Benetton, wanted to make people aware of certain ethical issues such as AIDS, famine and slave labour.

• As ethical fashion becomes more popular, there are more examples As ethical fashion becomes more popular, there are more examples of businesses using advertising and brand power in a more positive of businesses using advertising and brand power in a more positive light.light.

• To conclude - all companies, no matter how ethical they are, use To conclude - all companies, no matter how ethical they are, use brand power and advertising to sell their products. However some brand power and advertising to sell their products. However some companies are more aware of the damaging influence they can have companies are more aware of the damaging influence they can have on the consumer, and have a more responsible attitude when on the consumer, and have a more responsible attitude when thinking about the messages they send out to consumers.thinking about the messages they send out to consumers.

CorporateCorporatePower/Power/

Responsibility.Responsibility.

• ““Corporate responsibility has to make money, Corporate responsibility has to make money, save money, or shut the pesky campaigners up.”save money, or shut the pesky campaigners up.”

• ““Local officials push for industrial expansion Local officials push for industrial expansion regardless of the cost to human health and the regardless of the cost to human health and the environment.”environment.”

• The only way these companies will change is if The only way these companies will change is if their consumer changes. their consumer changes.

• Should we really scrap the boycotting and support Should we really scrap the boycotting and support the companies boasting fair trade initiatives by the companies boasting fair trade initiatives by purchasing their products?purchasing their products?

• Are we as consumers becoming the regulators of Are we as consumers becoming the regulators of industry?industry?

• Are our changing values going to overcome naked Are our changing values going to overcome naked corporate greed?corporate greed?

• Will ‘consuming with a conscience’ effect the Will ‘consuming with a conscience’ effect the decisions of corporate execs and politicians? decisions of corporate execs and politicians?

consume ~ consume ~ to destroy by or like fire or to destroy by or like fire or disease: to cause to vanish. squander, waste, disease: to cause to vanish. squander, waste, ware – spend extravagantly.ware – spend extravagantly.

Bono ~ “Bono ~ “You vote every You vote every time you spend money”time you spend money”

New consumer magazine ~ New consumer magazine ~ “Creating a “Creating a world that works for everyone has never world that works for everyone has never been easier. It lives in your simple been easier. It lives in your simple shopping decisions and lifestyle habits.”shopping decisions and lifestyle habits.”

Bob Jeffcott (Maquila Solidarity Network) ~ “Bob Jeffcott (Maquila Solidarity Network) ~ “If we If we look only at voting with your dollars as the solution, look only at voting with your dollars as the solution, it’s a pretty easy answer for people – one that can it’s a pretty easy answer for people – one that can actually result in passivity. If I can buy clothing that actually result in passivity. If I can buy clothing that has some sort of label on it that says it’s made has some sort of label on it that says it’s made under decent conditions, then I can feel good about under decent conditions, then I can feel good about myself and I don’t have to do anything else. Well, myself and I don’t have to do anything else. Well, we are hoping that people will go beyond we are hoping that people will go beyond shopping.”shopping.”

Consumers who think they are choosing an Consumers who think they are choosing an ethically untainted product might actually be ethically untainted product might actually be

buying clothes sewn by child labour.buying clothes sewn by child labour.

‘‘Less is More’Less is More’

BibliographyBibliographyWebsitesWebsites

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