Part 3
Measuring the State of Circularity in the UK Fashion Industry
Executive Summary
38
Introduction
Part 2
Conclusion
Part 1
Recommendations for rallying brand support Facilitating high-quality marketing and sales activities that see a return on investment and are brand-aligned.
2 Customer education and awareness
Repair
• Develop campaigns that educate customers on the repair model. • Introduce training courses to teach customers repair techniques. • Support and collaborate with third parties who can harness the rental market. • Design customer education campaigns to support ROI on resale marketing investment. • Design and implement industry initiatives which inform customers of remake retailers and products. For example, sustainable London Fashion Week. • Introduce training courses to teach customers how to recycle fashion products. • Give customers visibility on how garments are made and how they are recycled.
Government and industry bodies need to play a greater role in increasing customer education and awareness of circular initiatives. At present, education on circularity sits mostly with charities and non- profit organisations for those who actively seek information. Brand- agnostic events and campaigns can help support wider understanding and awareness of circular initiatives and increase the pace of mindset change required by retailers and brands, and as a result increase customer demand. Broad campaigns to educate customers and increase awareness will require intra-organisational dialogue and accelerated organisational learning. High-quality campaigns should be relevant to all market segments.
Rental
Resale
Remake
Circular design
Credit: Huishan Zhang
Made with FlippingBook - Online catalogs