CONSUMER & FASHION SUSTAINABILITY

Consumer & Fashion Sustainability

Fashion, is directly tied to novelty and consumption, neither of which mesh naturally with the concept of sustainability. Today consumer is not only responsible for maintaining a sustainable fashion industry through buying Eco-friendly apparels but also accountable for decreasing its impact on the environment through adopting a series of green practices.

Photo Credits: www.salvationarmy.org.uk; www.demotix.com; www.care2.com

DIGITAL MARKETING: REAL TIME BIDDING

RTB Benefits

Real-Time Bidding (RTB) is a relatively new digital marketing technology that enables online advertising to be purchased and served in real time. Instead of booking prepaid advertising space, advertisers bid on each ad impression as it is served. Just like the stock market, the highest bidder will win the impression and thus its ad will be displayed on the page. Forrester Consulting forecasts that by 2014, 24.7% of all online video spend will be executed using RTB; and likewise the usage of RTB as a whole will increase by 57%.

SMART FABRICS

Electronic Fabrics

Smart Fabrics are materials and structures that can sense the environmental conditions. One of the major applications is electronic textiles. E-fabrics embraces advanced technology and artisanal techniques as a mean to creating something that hasn't been seen before. Today, manufacturers are using various conductive textiles, data and power distribution as well as sensing circuitry all of which are combined directly into clothing. This form of fashion innovation is quickly growing among celebrities who perform in illuminated outfits. This trend is projected to go one day from stage to streets.

WHAT IS ECO-FASHION?

Fashion Sustainability

Sustainability has become a necessity rather than an option, given the threat of climate change. Product developers, designers, retailers, apparel and textile manufacturers have recognized the opportunity of gaining competitive edge by showing their commitment to environmentally and socially responsible practices. For that, new material, processes and technologies capable of reducing pollution, increasing energy efficiency and minimizing waste are being employed throughout the supply chain. On the other hand, consumers are also becoming more Eco-conscious. This is demonstrated by the growing demand for Eco-friendly clothing and green care methods, in addition to an increase interest in recycling unwanted garments.

Although fast-fashion firms today are embracing sustainability, their businesses strive on encouraging multiple purchases through delivering trendy clothes at lower prices. Consumers are more than ever stimulated to buy and thus increasing the pile of clothes in their closets. How can fast-fashion tackle this issue? Are there any solutions?

Photo Credits:

http://www.synergyclothing.com/about/

http://greenenergyindonesia.com/

www.salvationarmy.org.uk/

AUGMENTED REALITY

Augmented Reality Applications

Today's technological advancements have a great influence on how companies custom tailor their marketing strategies. Mobile devices became a vital element in the sales process and decision-making. Following the trend, augmented reality has emerged as an innovative tool that allows brands to interact with consumers in a spectacular way, taking shopping experience to a whole new level. Augmented reality creates new digital experience that enriches the relationship between a consumer and a brand. It can be used in any indoor or outdoor location, relying just on tablets or mobile devices with a camera, GPS capability and internet connection. Augmented Reality does not only achieve the WOW factor but represents an exciting experience with the brand generating buzz and brand recall.

Absolut Greyhound World
Virtual Fitting Room

FERNTREE DEVELOPMENT & CHARACTERISTICS

Ferntree Aplications

Ferntree is the combination of 50 percent Advansa Thermo°Cool™ staple fibre with Duoregulation™ fibre technology and 50 percent bluesign® certified Merino wool. This breakthrough was created by YIM (Yarn in Motion), member of Südwolle Group in partnership with Advansa. Ferntree introduces a new dimension in function to the natural Merino fibres. Wool alone cannot deliver an optimized moisture management benefits, especially during high activity. During high activity, ADVANSA Thermo°Cool® and Merino wool garments will not absorb as much perspiration liquid as 100% wool garments. The wearer always stays dry and comfortable as the garment’s drying time is faster. “Ferntree” yarns can be applied for circular knitting, seamless knitting, socks and flat knitting. They are also available in a wide count range from 16 to 80 NM. They can also come in single and two-fold yarns.