FBM304A - Fashion Consumption and Sustainability

This is an individual assessment that aims to enable you to critically reflect on the roles and responsibilities of brands. You will explore the interconnection of the multiple stakeholders that constitute the brand’s fashion ecosystem, which included (but are not limited to) consumer, producer, grower, manufacturer, designer, retailers, NGOs and government. You will also critically explore the effects that these interactions have socially and environmentally. This comparative case study assists in the development of research skills to achieve the intended learning outcomes.

Task description

Students are to critically examine and analyse two distinctive brands through a comparative brand analysis. This will involve researching, mapping and analysing the brand’s origins, purpose and

production/consumption practices and the effects of their practices on environmental and social sustainability.

Select two brands within the Australian market following these broad criteria:

1. Brand 1: Business-as-usual - Fast Fashion

2. Brand 2: Environmentally and/or Ethically Sustainable

Compare how their operation strategies and practices of each business, specifically focusing the key differences and similarities of the design, production and retail.

Research prompts to assist with analysis:

• How do these brands differ in their interactions (and innovations) within their fashion cycles and systems?

• What is each company’s purpose?

• How do each brand endeavour towards Environmental and Social Responsibility governance and consumption practices, related to but not limited transparency, product stewardship, lifecycle assessment?

• What are the social and environmental impacts of these interactions of the brands?

• How do these activities determine the market classification and consumption theories and practices that each brand is participating in?

• How does this research affect your perception of these brands and the system?

Requirements

• Selection of brands is to be discussed with lecturer/tutor before proceeding.

This is a research-based report to be supported by brand research, suggested readings, additional literature and sources of data. It may include personal reflection and analysis.Include images of the brands and any diagrams that support your thinking.