CONCEPTS PITCH
PROJECT POSTER
PROJECT SUMMARY
This project is about Ephemeral Culture in Fast Fashion.
When talking about fast fashion, what comes into our minds are those popular brands such as ZARA, H&M, Forever 21 and so on. These companies keep up with latest fashion trend with mass production, and update their product line in a short period of time with affordable price. The success of fast fashion industry depends on its unique business model, which aim to shorten the production cycle from every aspects of design, production, manufacturing, even the marketing of the product, in order to keep consumers continuously purchase their rapidly updating clothes in the retail stores.
However, behind affordably cheap price and popular trend of fast fashion, fast fashion is all about selling a ton of product with little regard to quality, health, or societal sustainability. Many problems of fast fashion industry exist throughout different aspects.
Throughout this research project we wanted to understand the ephemeral culture of fast fashion. We try to apply design thinking to know and understand how fast fashion works and what is the relationship between fast fashion and consumers. By doing this, we can have a more comprehensive overview of the whole fast fashion industry and gain insights to explain the complicated consumer behaviors. Solutions will be made eventually in the process based on the results from the research. The objective of the project is to foster a healthier relationship between fast fashion and consumers and create a better environment for both sides.
INTRODUCTION TO RESEARCH METHODS
For our project, the qualitative research would be an appropriate approach to be applied in analyzing the relationship between fast fashion and customers, since the data was collected and analyzed through a qualitative content analysis and we wanted to get a broader view of how the customers have responded to fast fashion and how a healthy relationship can be developed
among them. Fast fashion has always been studied in relation to the mass retail brands, so little is known about its connection to ephemera culture and unique relationship to customer. Through this approach we can receive new angles on fast fashion as well as understanding the interaction between fast fashion culture and consumers.
FINAL OFFERING DESCRIPTION
Based on the design criteria, we try to come up as many as possible solution.We originally have 50 concepts in the very beginning. By analyze these ideas group them together, we
eliminate some of the ideas and eventually try to develop the final three concepts by respecting the three applied theories. Furthermore, we created a pitch video about our project to further describe the final ideas and response to the ephemeral culture in fast fashion.
Chau, L. (2012). The wasteful culture of Forever
21, H&M, and ‘Fast fashion’:http://www.usnews.com/opinion/blogs/economic-intelligence/2012/09/21/the-wasteful-culture-of-forever-21-hm-and-fast-fashion
Bain, M. (2015). Consumer culture has found itsperfect match in our mobile-rst, fast-fashionlifestyles:http://qz.com/359040/the-internet-and-cheap-clothes-have-made-us-sport-shoppers/
Brandting, S. & Johansson, F. (2012). LabellingSustainability
Korosec, K. (2012). Calvin Klein, Zara AmongWorst Chemical Users, Greenpeace Says:http://www.environmentalleader.com/2012/11/21/calvin-klein-zara-among-worst-chemical-users-greenpeace-says/?graph=full&id=1
Godelnik, R. (2014). Can fast fashion really besustainable? :http://www.triplepundit.com/special/sustainable-fashion-2014/can-fast-fashion-really-sustainable/
Bust Magazine in style. The true price of fastfashion:http://bust.com/style/12307-the-true-price-of-fast-fashion.html
Bain M. (2015). The neurological pleasures of fast fashion.http://www.theatlantic.com/entertainment/archive/2015/03/the-neurological-pleasures-of-modern-shopping/388577/
21, H&M, and ‘Fast fashion’:http://www.usnews.com/opinion/blogs/economic-intelligence/2012/09/21/the-wasteful-culture-of-forever-21-hm-and-fast-fashion
Bain, M. (2015). Consumer culture has found itsperfect match in our mobile-rst, fast-fashionlifestyles:http://qz.com/359040/the-internet-and-cheap-clothes-have-made-us-sport-shoppers/
Brandting, S. & Johansson, F. (2012). LabellingSustainability
Korosec, K. (2012). Calvin Klein, Zara AmongWorst Chemical Users, Greenpeace Says:http://www.environmentalleader.com/2012/11/21/calvin-klein-zara-among-worst-chemical-users-greenpeace-says/?graph=full&id=1
Godelnik, R. (2014). Can fast fashion really besustainable? :http://www.triplepundit.com/special/sustainable-fashion-2014/can-fast-fashion-really-sustainable/
Bust Magazine in style. The true price of fastfashion:http://bust.com/style/12307-the-true-price-of-fast-fashion.html
Bain M. (2015). The neurological pleasures of fast fashion.http://www.theatlantic.com/entertainment/archive/2015/03/the-neurological-pleasures-of-modern-shopping/388577/
Look at the process book:
https://drive.google.com/open?id=0BxxgL86KPg83NTY2bHZ3ck1TaVE
