Presenter: Aubrey West
Mentor: Kathie Carpenter
Oral Presentation
Major: International Studies
The apparel industry is responsible for much of today’s global pollution and many human rights violations, but quite a few small apparel companies are refashioning the industry’s dirty façade and becoming successfully sustainable by focusing on quality and consumer awareness. My research compiles the opinions of small apparel company managers and consumers regarding sustainable fashion in order to recommend viable solutions for creating a more sustainable fashion industry. Interviews were conducted with Hilary Fischer-Groban, VP of Operations and Sustainability at The Reformation in Los Angeles, California and Tina Cheung, Senior Manager of Social and Environmental Responsibility at Aritzia in Vancouver, British Columbia. They were chosen based on their company’s small size, brand image of sustainability, and willingness to participate. The interviewees agreed that the biggest sustainability challenge they face is lacking influence over their suppliers, but they believe that consumers feel well informed about their efforts. I also surveyed 80 male and female consumers contacted through my Facebook network, who called for an increase in accessibility and information about sustainable clothing and a decrease in these garments’ prices. Thus I discovered a crucial disconnect between company and consumer opinions about information exchange. Based on this information, I show examples of current marketing approaches, evaluate them, and make recommendations about how small apparel companies can better communicate their sustainability. These recommendations focus on efficient and informative marketing techniques that make known their garments’ origins, materials, and certifications in an accessible and interesting manner using technology such as Quick Response codes partnered with Smart Phones.