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Social Content Model for Sustainable Development in the Fast Fashion…
Social Content Model for Sustainable Development in the Fast Fashion Industry
Research Problem
Environmental pollution is produced by fast fashion.
Increase in clothes consumption and a decrease in the trend cycle,
Heavy production of dye, and waste materials, and consumer understanding issues
Resource dissipation and mass production of fashion waste have emerged.
The fast fashion industry has not yet made suitable efforts to achieve sustainability,
Research Objective
To develops sustainable social content for fast fashion,enabling fast fashion brands to overcome the limitations, and to provide working-level implications for marketing strategies and the sustainable development of brands
To develops sustainable social contents for vitalizing eco-friendly experiential marketing with the understanding of a social content model.
Method of analysis
Qualitative research method
Interviews
(transcribing interview & expert interviews)
Questionnaire
Efforts being made for brands Sustainability
Possible element about fashion ableness
Ethical brand process
Data analysis (divide according to)
Characterictic
Age
Gender
Education
Marriage
Income
Spending on fashion goods
Categories
18 to 24 above years
Male & Female
College to degree graduate
Single to Married
Under US$2000 & more
under US$200 to 1000 & more
Research Finding
Participation of independent designers
A sufficient understanding of the target consumer's & spending habit
Story telling
Marketing Strategies that propose brand story telling about intimate relationship between a single consumer & a fair trade production group, with the band being medium
Eco-friendly identity
When produce environment, colour choice decrease but still can be solved if taking it in as brand back-ground is capable
Undertaking the difference between reform & redesign
Redesign is a commercial business that does not only share creative idea but considers the feasibility of productions
Changes in consumer
They concern about the environment and the society.
The Eco-friendly consumer's vigorous participation will be a key factor affecting the brand
Approach used
Qualitative research method
Data Analysis
Interviews