- Università: SDA Bocconi Asia Center
- Docenti:
Sandro Castaldo
- Studenti:
SheetalGupta, RheaRaheja, Adish Vakharia, Sneha Singh, Pratik Agarwal, SayliMhatre
While people around the world are concerned about the environment, pollution and wastage, their support for sustainable fashion tends to vary. Net support of the concept is at 49% in Tokyo 23% in India, 55% in New York, 54 % in London and 71% in Hong Kong with Shanghai in the lead at 90%
Higher income groups and more frequent shoppers and supportive of sustainable fashion across all cities, with young people – especially those aged 24 onwards the most supportive of sustainable fashion. According to the responses, the primary feature defining sustainable fashion is high- quality, durable products, followed by a pollution-free production process that does not use hazardous chemicals.
Although awareness of environmental issues is a concern for the vast majority of survey respondents globally, sustainable fashion has yet to take a similar hold on their thinking and shopping habits when it comes to buying clothes, shoes and accessories. Across the five cities polled – Hong Kong, London, New York, Shanghai and Tokyo citizens are universally concerned about the environment with 78 of respondents saying they are either very concerned or concerned to a certain extent. While in London and New York, some 41% and 40% of people respectively say they are concerned to a large extent, in Shanghai the figure is 30% and in Tokyo and Hong Kong it is 17%and 16% respectively.
upport for sustainable fashion, however, has yet to reach a similar level. Globally, 64% of those polled regard themselves as supportive of sustainable fashion, though far fewer just 43% think their society is supportive of the concept. 9 out of 10 respondents in Shanghai, and almost 5 out of 10 in Tokyo see themselves as supportive; these numbers drop to 77% and 36% respectively who see their society as supportive.
Products & Services
A wide range of products are offered in these main categories: Clothing & Accessories, Textiles and Beddings. By fabric we will offer Recycled Fabric, organic Cotton, Linen etc. We will also offer the people to bring their old clothes and we will recycle those to create new outfits.
The store
We aim to launch our store in Tier 1 city, starting with New Delhi, in Shah Pur Jat. We have selected this location as we want to present our brand as a high-street sustainable fashion brand. Since the SKU’S will be priced towards slightly higher denominations we expect our target customers to be niche & those who have high spending capacity.
The retail concept
One of the biggest culprits in the fashion industry is “fast fashion,” or clothes made cheaply to meet demands for the hot new styles. It has become extremely important that our generation moves towards ethical fashion. Simply put, ethical fashion is fashion made ethically. This can encompass a whole host of business and production practices aimed at treating your workers fairly and minimizing your impact on the environment. In short, ethical fashion means your clothing is eco-friendly and people friendly. It offers a platform that hosts an extensive range of sustainable, upcycled and eco-friendly line of apparels and accessories. We are a B2C store that aims to provide fair wages and recognition to the local artisans designers and the workers. The store will be of minimal designs with some nuances of ethnicity embedded to it to provide a wholesome experience to the customers.
