CONSUMER AND FASHION INDUSTRY BACKGROUND
THE CURRENT LANDSCAPE
TODAY’S CONSUMER | GLOBALLY,
SOCIALLY CONSCIOUS
ENVIRONMENTAL
SUSTAINABILITY
is the # 1 cause
among socially
conscious consumers
Nielsen Global Social Responsibility Report March 2012
FOREVER 21 | BRAND
Global, Fast Fashion retailer
Source for current fashions at great value
Target demographic, females 17-24 years
old
FOREVER 21 | CORPORATE SOCIAL
RESPONSIBILITY
Supplier and Vendor Social Compliance and
Ethical
Sourcing
VAGUE
Charity Programs
Environmental Policy
NO TRANSPARENCY
JUST A POP-UP
ON WEBSITE
RANA PLAZA COLLAPSE
BANGLADESH
24 APRIL 2013
2,515 INJURED
1,129 DIED
DEADLIEST GARMENT-FACTORY
ACCIDENT IN HISTORY
"I need to know from each
corporation before I decide if I
want to buy anything from
them.”
- Jonathan Gottleib
"I have a Joe Fresh gift card
and was going to go shopping
there. Now I'm not so sure.”
- Linda Bowser Fallis
SUSTAINABILITY AND TRANSPARENCY FOR A GLOBAL
INDUSTRY
MOVING FORWARD
FOREVER 21 SAFE | PROJECT
Transparency 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 |
CONSUMERS
SAFE, sustainable clothing line centered on
the idea that proceeds go towards:
improving manufacturing facilities
enforcing safety protocols for workers
fair wages for production employees
Customers feel like they are making a
difference and doing their part in the
movement towards environmental
FOREVER 21 SAFE | APP
Additional feature on the
current Forever 21 app
Users can scan their clothing
and see the production
journey that went into
creating the garment
Further suggestions on how
consumers can be ethically
conscious in their daily lives
FOREVER 21 SAFE | WEBSITE
Dedicated to Forever 21’s sustainable
policies and their new transparency with
consumers
Pictures and Biographies of select workers
from international production companies
Tips & Tricks on how consumers can lead a
conscious life through their fashion choices
Behind the scenes look of the production
process
FOREVER 21 SAFE | GOALS
Appease globally, socially conscious
customers with sustainable, trendy fashion
Encourage other global brands (H&M, Zara,
Primark, Mango, etc.) to be transparent with
consumers
Encourage producers to keep improving
their facilities
Help move the fashion industry towards
becoming more sustainable
FOREVER 21 SAFE
SAFE ENVIRONMENTS
SAFE WORKERS
SAFE PRODUCTS
ELOISA PUENTES | THE AMERICAN UNIVERSITY OF PARIS |
APRIL 2014
THE END