As mentioned in previous posts, sustainability can bring in many
positive benefits to an event or brand. The Fashion World is moving toward sustainability, though it has been a
slow one. Many designer brands, such as Antiform are now creating ethical,
affordable and sustainability made clothing.
Many Festivals, such as the London Fashion Week, hosted by Prince
Charles, The Berlin Fashion Week and Shanghai Fashion Week to name a few have
started to follow the trend of sustainability.
The Shanghai Fashion Week, received many praises from the press stating
‘Shanghai Fashion Week always have their guests in awe of the stunning
designs showcased, but this season the closing party deserved a special praise.
For the first time, Shanghai Fashion Week held a sustainable fashion show at
it’s closing party’ (WeImpact, 2011).
They are arguments in the industry about how the
fashion industry can change their clothing to be more sustainable. Fashion is
not sustainable, but clothing is a necessity. Consumers, Designers and
Retailers need to start looking beyond fads to practicalities of usability and
durability (Ballantyne Brodie, 2011). Although this is up to the designers,
Perth Fashion Week can encourage designers to be sustainable by setting an
example during the Fashion Week by beginning to employ the sustainability
initiatives mentioned earlier.
By employing sustainability, Perth Fashion
Festival would benefit greatly with enhanced brand reputation, better press coverage, a greater
attraction of sponsors, such as Mercedes Benz who sponsored Eco-Fashion Show in
Chicago, designers following the sustainability trend, increased attraction of customers, who will begin/have already been following sustainability practices.
Actually, for Shanghai Fashion Week on the use of social media strategy is also very impressive which is also trending of sustainability. So I think for Perth Fetive not just focus on print media, should also face on advertisement aspect which use social media propaganda to make a Perth Festive into a sustainable festive.
ReplyDeleteI agree with you that Perth Fashion Festival should look into Social Media as a main form of communication. Not only is it cheaper than print media, even if it is environmentally sustainable print media, it is also a popular tool, used by almost everybody, especially those in a Fashion conscious world.
DeleteMaybe a way in which Perth Fashion Festival could do this is by having a page, where they can update attendees on the progress of the Festival, the Fashion Designers/ Retailers being showcased before the show, during the week, they could encourage attendees to post up comments/photos/viedos or even 'check-in' to the festival to create more buzz.