THE CURRENT LANDSCAPECONSUMER AND FASHION INDUSTRY BACKGROUND

ENVIRONMENTAL SUSTAINABILITY

is the # 1 cause among socially conscious consumers

Nielsen Global Social Responsibility Report March 2012

TODAY’S CONSUMER | GLOBALLY, SOCIALLY CONSCIOUS

FOREVER 21 | BRANDGlobal, Fast Fashion retailer

Source for current fashions at great value

Target demographic, females 17-24 years old

FOREVER 21 | CORPORATE SOCIAL RESPONSIBILITYSupplier and Vendor Social Compliance and Ethical Sourcing

Charity Programs

Environmental Policy

VAGUE

NO TRANSPARENCY

JUST A POP-UP ON WEBSITE

RANA PLAZA COLLAPSEBANGLADESH24 APRIL 2013

2,515 INJURED1,129 DIED

DEADLIEST GARMENT-FACTORY ACCIDENT IN HISTORY

"I have a Joe Fresh gift card and was going to go shopping there. Now I'm not so sure.” - Linda Bowser Fallis

"I need to know from each corporation before I decide if I want to buy anything from them.”- Jonathan Gottleib

MOVING FORWARDSUSTAINABILITY AND TRANSPARENCY FOR A GLOBAL INDUSTRY

FOREVER 21 SAFE | PROJECTTransparency for the consumer to see the production process behind their purchases

Support education for workers and improve working conditions

Track clothing from supply to production to store

FOREVER 21 SAFE | CONSUMERSSAFE, sustainable clothing line centered on the idea that proceeds go towards:

improving manufacturing facilities enforcing safety protocols for workersfair wages for production employees

Customers feel like they are making a difference and doing their part in the movement towards environmental sustainability

FOREVER 21 SAFE | APPAdditional feature on the current Forever 21 appUsers can scan their clothing and see the production journey that went into creating the garmentFurther suggestions on how consumers can be ethically conscious in their daily lives and purchases

FOREVER 21 SAFE | WEBSITEDedicated to Forever 21’s sustainable policies and their new transparency with consumersPictures and Biographies of select workers from international production companiesTips & Tricks on how consumers can lead a conscious life through their fashion choicesBehind the scenes look of the production process

FOREVER 21 SAFE | GOALSAppease globally, socially conscious customers with sustainable, trendy fashionEncourage other global brands (H&M, Zara, Primark, Mango, etc.) to be transparent with consumersEncourage producers to keep improving their facilitiesHelp move the fashion industry towards becoming more sustainable

FOREVER 21 SAFE SAFE ENVIRONMENTS

SAFE WORKERS

SAFE PRODUCTS

THE ENDELOISA PUENTES | THE AMERICAN UNIVERSITY OF PARIS | APRIL 2014