Download - Social & Sustainable Fashion
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drakbarryAdvancing Diversity in Men’s Fashion
Social & Sustainable Fashion
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Fashion includes everyone
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$1.1 Trillion
Size of the fashion industry (2012)
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$2.1 Trillion
Size of the fashion industry (2025)
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Creating consumer demand
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1700sDressmakers &Tailor
a (BRIEF) history of fashion
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The Fashion Designer
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Image-Copying& Mass Production
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Desirability&SEX
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Fast Fashion
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How do we support demand?
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Supporting the current industry
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Social reality
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Environmental reality
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Marketing reality
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Call for diversity in women’s fashion
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1 in
41%
3 4
6 age
mencases of eating disorders
occur in males
This is significant for a disease that was once attributed
exclusively to females.
would sacrifice a year of life to achieve their
ideal body weight or shape
of men are dissatisfied with their bodiesis when boys start to
experience body image anxiety
1 in
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A closer look at the numbers:
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womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
1
2
3
4
5
6
7
8
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womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
~$773.1 billion
1
2
3
4
5
6
7
8
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womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
~$773.1 billion
~$423 billion
1
2
3
4
5
6
7
8
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womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
~$773 billion
~$423 billion
~$572 billion
1
2
3
4
5
6
7
8
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womenswearmenswear
mar
ket
size
($
USD
bill
ions
)
2014 2018
1
2
3
4
5
6
7
8 21%
35%
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Sustainability through marketing:
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Sustainable Marketing = Marketing Well-Being
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Current marketing
Consumer Products that “fix”
Decreased well-being
Decreased productivity
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Prospective marketing
Consumer Products that “enhance”
Increased well-being
Increased productivity
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Prospective marketing
Consumer Products that “enhance”
Increased well-being
Increased productivity
Is fashion “Product Design” or “Service Design”?
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Leslie Knope Protocol
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But, there’s also a business case for being good
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Qualitative Results
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Quantitative Results
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is a social enterprise that provides men’s fashion & lifestyle brands with:
drakbarry
CONSUMERRESEARCH
STRATEGICPLANNING
CREATIVESERVICES
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50%FOR-PROFIT
50%PRO BONO
Methodology
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Parker & Pine
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Sustainability at Drakbarry
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drakbarryAdvancing Diversity in Men’s Fashion