University of Southern California Dissertations and Theses

Ethical fashion: the fabric for a sustainable planet

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Ethical fashion: the fabric for a sustainable planet

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Content ETHICAL FASHION: THE FABRIC FOR A SUSTAINABLE PLANET

by

Jené Kemp

A Thesis Presented to the
FACULTY OF THE USC ANNENBERG SCHOOL
FOR COMMUNICATION AND JOURNALISM
In Partial Fulfillment of the Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)

May 2020

Copyright 2020 Jené Kemp
ii
Dedication

This thesis is dedicated to my mom for always supporting my journey. My mom has
shown me the power of a woman through her strength, consistent hard work and unconditional
love. I would be nothing without her. Lastly, I would like to dedicate this thesis to any young girl
of color who feels unheard and undeserving. I am living proof that women of color are more than
valuable in this society.
iii
Table of Contents

Dedication ii
List of Figures iv
Abstract v
Chapter 1:What is Happening to Our Planet? 1

Chapter 2: Today’s Trends in Fast Fashion 8

Chapter 3: What is The Secret to Success? 11

Chapter 4:Growing Economic Inequity – The True Cost 17
of Fast Fashion

Chapter 5: The Move Towards Sustainability 25

Chapter 6: What Are The Experts Saying? 28

Chapter 7: Next Steps: The Future of Sustainable Fashion 32

Bibliography 51

iv
List of Figures

Figure 1: Calabasas, CA Fire (2019) 3
Figure 2: New Jersey flood (2019) 3

Figure 3: Australia brushfire (2019) 4

Figure 4: Fast fashion response cycle 7

Figure 5:Kim Kardashian was rumored to have leaked
her fashion look to Fashion Nova to create a fast fashion knockoff. 9

Figure 6: Zara sneakers are almost identical to 9
Balenciaga trainers for a fraction of the price.

Figure 7: Graph of millennial assets 13

Figure 8: Social and demographic trends 14

Figure 9: Example of Instagram’s Shoppable Tags 15

Figure 10: Graph of Average American Savings 18

Figure 11: Citarum River, Indonesia 20

Figure 12: Kim Kardashian wins lawsuit from fast fashion
company selling similar clothing looks to hers. 22

Figure 13: Reformation logo 28

Figure 14: A mood board 41

Figure 15: Screenshot of Emily Oberg Instagram. 42

Figure 16:Screenshot of Kristen Crawley Instagram 43

Figure 17: Screenshot of Nana Agyemang Instagram 43

Figure 18:Girl Boss Radio cover 44

Figure 19: PR box ideas 47

v

Abstract

Global warming, climate change, and other environmental impact of human behavior are
at the forefront of social consciousness around the world. Research has provided direct evidence
of the negative effects of greenhouse gases as well as soil, groundwater, river, and ocean
pollution due to the use of fossil fuels and excessive amounts of garbage/waste dumping. We
also have discovered that the global fashion industry is the overall third most contaminating
business sector in the world; second only to the oil industry in regard to carbon emissions. We
have learned that since the 1980’s, clothing corporations and their consumers, have not reduced,
but in fact have significantly increased their production and consumption of fashion.
Specifically, the business model of “fast fashion” combined with the rise of technology and
social media have created an industry driven by the immediate demand of its customers. Today,
the fashion industry produces an excessive supply of cheaply made, cheaply priced and
practically disposable clothing. As the environmental crisis grows and the human costs of the
fast fashion become more apparent, the fashion industry is beginning to change direction and
move toward more sustainable clothing practices.
This thesis will explore the connection between the current global environmental crisis
and the business model of fast fashion in the clothing industry. The goal of this thesis is to come
up with strategic public relations campaign that will seek to change consumer perceptions and
behaviors as they pertain to sustainable clothing.
1

Chapter 1:
What is Happening to Our Planet?

In September 2019, a young girl by the name of Greta Thunberg spoke at the United
Nations in front of hundreds of government officials addressing her concerns on climate change
and its negative impact on the world. “People are suffering. People are dying. Entire ecosystems
are collapsing. We are in the beginning of a mass extinction, and all you can talk about is money
and fairy tales of eternal economic growth. How dare you!” the young activist stated.
Today, in nearly every area of the world, it is obvious that we are in a state of
environmental emergency on our planet. From the melting ice caps that result in the starvation of
polar bears, to the now 12-months-a-year fire season in California, plants, animals and people are
being affected by extreme changes in climate conditions in huge numbers and at alarming rates.
So, what is causing all of this? There are a number of environmental conditions that are
negatively impacting the health and well-being of our planet and its inhabitants, including global
warming and pollution.
Global warming is defined as “a gradual increase in the overall temperature of the earth’s
atmosphere generally attributed to the greenhouse effect caused by increased levels of carbon
dioxide, chlorofluorocarbons, and other pollutants” (Oxford Dictionary, 2020). Global warming
is not a new term or a new concept. In fact, people have been discussing global warming since
the 1800’s (Weart. S., 2008). Specifically, in 1896 scientist Svante Arrhenius was the first to
discuss how carbon dioxide emissions would lead to global warming. However, due to
population estimates from that time, he believed the serious negative impacts to the planet would
not occur for thousands of years (Weart. S., 2008). Yet, it was just over a hundred years later, in
2
2006, that former United States of America Vice-President and Presidential runner up, Al
Gore made a documentary called An Inconvenient Truth warning America about the harmful
effects of
global warming and revealed that it was already threatening the earth’s existence. The
documentary was a startling call to action and clearly outlined steps for humans, both
individually and as a society, to take in order to help.
However, in the past 15 years it has not been easy for people to break old habits; and
despite undeniable evidence there are others who still do not believe that global warming, or
climate change, even exists. Unfortunately, this has resulted in ecosystems becoming even more
damaged and the potential consequences for all living things even more dire. So, how much has
global warming affected the environment today and what are the major contributors? Well,
according to the United Nations IPCC report on climate change, we are headed toward a global
warming of 1.5 degrees Celsius between the years of 2030 and 2052. This will result in more
extreme heatwaves, more intense storm conditions, more floods, and ocean warming which will,
in turn, result in loss of human life, loss of species and extinction (Buis, Alan; 2019). In politics,
climate change is debated. However (and fortunately), today’s business leaders are in mutual
agreement that global warming exists and are committed to making changes in their industries to
reduce its effects (Balaouras & Schiano).

3
Figure 1: Calabasas, CA Fire (2019). Photo Source: nbclosangeles.com

Figure 2: New Jersey Flood (2019). Photo Source: usatoday.com

4
Figure 3: Australia Brushfire (2019). Photo Source: usatoday.com

Pollution is another harmful factor contributing to the current environmental crisis.
Pollution is defined as: “the presence in or introduction into the environment of a substance or
thing that has harmful or poisonous effect” (Oxford Dictionary, 2020); or, “the action of
polluting especially by environmental contamination with man-made waste” (Merriam Webster
Dictionary, 2020). Pollution is any form of toxic waste that is contaminating the natural
environment. Here is a list of the types of pollution caused by pollutants:
Land/soil pollution - Caused mainly by improper waste disposal and/or the
misuse of land disposal resources.
Air pollution- Air contamination by particles and gases, often result of
burning of fossil fuels.
Water pollution - The contamination of groundwater, rivers and ocean water
caused mainly by direct improper dumping and/or seepage from landfills into
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groundwater table.
Garbage pollution - Disposal of unwanted materials (which includes clothing and its bi-
products), non-bio biodegradable plastics, and other solid waste from humans.
The main concern with garbage and plastic pollution is that it takes several (30-50),
sometimes hundreds, and in some cases a thousand-plus years, for plastics and other man-made
materials to decompose. Specifically, products sitting in landfills contaminate soil and
groundwater making it harmful to all living things. Moreover, with more waste, comes the need
to create more landfills which takes up (and eventually contaminates) more usable land space. In
some cases, where there is no readily available and/or easily accessible land for garbage
dumping, the nearest body of water becomes the “landfill”; and consequently, waterways
inhabited by plants and fish and used by humans for agriculture and drinking water become
clogged and poisoned. Two major contributors to today’s worldwide pollution are the clothing
manufacturing industry and its consumers.
The clothing manufacturing industry and its consumers are responsible for contamination
by all the types of pollution discussed above. Globally, the fashion industry uses 70 million
barrels of oil a year in its production; and accounts for 10% of global carbon emissions and 20%
of global wastewater pollution (United Nations Economic Commission for Europe, 2018). With
10% of global carbon emissions, the fashion industry is second only to the oil industry as the
world’s largest industrial polluter. And, at current rates of production, it is anticipated that by
2030 the industry’s carbon emissions will rise 60%; and will account for a shocking 26% of the
world’s carbon budget by 2050 (Pandey, 2018).
At the same time, the amount of clothing being discarded each year is also growing. In
the United States alone, the average American fashion consumer is purchasing about 70 new
6
items of clothing each year and discarding around 81 pounds of garments from their closet
annually (Environmental Protection Agency, 2019). In its 2017 State of Reuse Report, global
thrift retailer, Value Village, reported that nearly 13 million tons of textiles were discarded in
North America in the previous year, with less than 1% of that being recycled (Value Village,
2017). Approximately 20% of all clothing produced each year is not sold and quickly finds its
way into landfills. In 2018, the Swedish fashion company, H&M, reported $4.3 billion in unsold
clothing (CNN Business, June 28, 2018). Unfortunately, with the majority of this material waste
not being recycled, like all garbage, it ends up in landfills or incinerators and ultimately in our
waterways.
Aside from the sheer massive volume of clothing being dumped, clothing materials in
landfills release methane gas. More garments than ever are made with synthetic fabrics that don’t
naturally decompose (Foussianes, 2020); and synthetic fabrics such as polyester and Lycra can
take hundreds of years to decompose (Fashion Revolution, 2017). All of which contributes to
global warming and the overall contamination of our Earth.
Before we examine the consumer side of fast fashion, let’s take a look at how mass-
produced clothing items are actually made:

7
Figure 4: Fast Fashion Response Cycle. Source: dscribe.net.au

8
Chapter 2:
Today’s Trends in Fast Fashion

As noted above, at the average of 60 items per year, today’s average American buys five
times as much clothing today as they did 40 years ago; with half of these items only worn three
times or less before being discarded (Patriot Act, 2019). This is in part because the fashion
industry has been revolutionized by the business model known as “fast fashion.”
Fast fashion is defined as “inexpensive clothing produced rapidly by mass-market
retailers in response to the latest trends” (Merriam Webster, 1977). The fast fashion business
model was first introduced by Zara founder, Amancio Ortega, in the 1980’s (Patriot Act, 2019).
v. Historically, designing, sourcing, manufacturing, and distributing fashion is a process that can
take nearly two years to complete. However, Ortega created an innovative clothing retail model
that brought high fashion clothing trends to everyday consumers almost instantly. Within his
model Ortega introduced two techniques to create and distribute inexpensive clothing to his
consumers as quickly as possible: quick response manufacturing and dynamic assortment.
Quick response manufacturing - Promotes a state of responsiveness and flexibility that
provides a wide range of products to consumers in the exact variety, time, place and price point
so as to meet and create demand (Textile Today, 2010). In 2015, Boohoo fashion company
boasted it could identify a trend and have its version produced and displayed on its website in
just 14 days (Mau, 2015). As identified in the diagram on the previous page, the fast fashion
response cycle typically averages two-4 weeks.
Today, if an item of designer clothing is seen on a fashion runway, or even Kim
Kardashian’s Instagram, a retailer will quickly mass produce a nearly exact replica of it and sell
it at a price much more in the mass fashion consumer’s price range. In 2019, Kim Kardashian did
a photo shoot on February 14
th
wearing a designer gown and on February 19
th
, fast fashion
9
retailer, Fashion Nova, had a near identical looking dress selling on its website for $50 (Fisher,
2019).

Figure 5:Kim Kardashian was rumored to have leaked her fashion look to Fashion Nova
to create a fast fashion knockoff. Source: Harper’s Bazaar.

Figure 6: Zara sneakers are almost identical to Balenciaga trainers for a fraction of the
price. Source: Daily Mail Online.

10

Dynamic assortment – This concept refers to more frequent changes to inventory with
new items being delivered and store displays being adjusted multiple times a week (Patriot Act,
2019). Because of quick response manufacturing, it no longer takes two years to bring high
fashion trends to the mass market. The process of spotting trend and bringing it to market is now
completed within a few days. Traditionally, the fashion industry operated with two or three
seasons/collections per year. However, Ortega’s concept of delivering new items in the most up-
to-the-minute styles to his stores bi-weekly transformed the fashion industry completely.
The implementation of dynamic assortment has resulted in the creation of now 50+
“micro-seasons” a year for fast fashion; and retailers such as H&M and Forever 21 receiving
daily shipments of new items (Stanton, 2019). A most extreme example of the potential of the
use of the dynamic assortment technique was when the fashion company Boohoo posted an
average of 4,000 new items on its retail website each month in the year 2015 (Mau, 2015).

11
Chapter 3:
What is The Secret to Success?

Although fast fashion was created some 30 years ago, it is more popular today than ever
before. Social media, technology, and the characteristics of those generations who most access
clothing retailers have all played a role in impacting the proliferation of this innovative retail
business model.
The generation known as the “Millennials” is comprised of those individuals born from
1981 to 1998 (Dimock, 2019). The Millennial generation, also known as the “instant
gratification” generation, grew up during the acceleration of fast fashion and has had a notable
influence on the market. This specific demographic is accustomed to quick responses and even
quicker turnover. Social Media Today author Kristen Dziadul states, “We grew up on
technology...When we turned 16, we expected to get our license and a car. When we hear a song
we like, we want to download it instantly... When we send an e-mail, we expect a message
immediately saying it was sent.” (Dziadul 2010). This desire for immediate service has impacted
the way many companies, including fashion retailers, operate today.
Moreover, it is important to note that when Millennials were pushed into the real world as
adults during the height of a major recession here in the United States. Today, Millennials have
less lucrative jobs than the generations that came before them. The Center for Household
Financial Stability at the Federal Reserve Bank in St. Louis reports that a Millennial today holds
41 percent less wealth than a similarly aged adult in 1989. (Cramer, n.d) Therefore, not only do
Millennials want to shop for clothing that is real-time trending and quick to access, they want
that clothing to be as affordable as possible; and fast fashion meets their needs.
In the past couple of years, market research shows an interesting trend with Millennials
and fashion. In response to surveys asking about their decision-making when it comes to buying
12
clothes and other products, Millennials’ overwhelmingly answer that they are motivated by
social and environmental issues and ethical business practices; yet, profit reports from the fast
fashion industry tell a different story (Abu, 2019). For example, in 2018, the Shelton Group, a
sustainability-focused consulting firm reported that 90% of the Millennials they surveyed stated
they were more likely to purchase clothing (and be willing to pay a bit more) from companies
they trusted to be socially and environmentally friendly. However, in that same year both ASOS
and Boohoo saw profit increases of 28% and 40% respectively.
In her analysis of the discrepancy between Millennials’ attitudes versus their behavior,
Judy Zerbo, editor-in-chief of The Fashion Law, explained: “While Millennials very well may
be extremely taken with the idea of shopping sustainably, price remains the road block for
many… until a larger cultural shift away from senseless consumption happens, price will be the
foremost concern for most,” (Zerbo, 2018). Although, price is said to be a deterrent
for Millennials to buy sustainable fashion, in the long run, disposable fast fashion may actually
be costing them more.
Lauren Bravo, author of the book How To Break Up With Fast Fashion Notebook: a
guilt-free guide to changing how you shop, for good, has noted: “The cost of living has rocketed
so much over recent years and everything feels so uncertain; it's hardly surprising that today's
teens and twentysomethings are buying cheap clothes as small pick-me-ups…When expensive
holidays, home ownership and other experiences are off the table, what do you do? You buy a
$20 dress." (Bravo, 2020). Quick response manufacturing and the dynamic assortment strategy
nicely fit the typical Millennials desire for quick gratification and avoiding boredom.

13
Figure 7: Graph of millennial assets. Source: Federal Reserve Bank of St. Louis

Social Media - The Impact
Social media is a globally accepted form of communication, reaching one-third of the
entire population of the world each month (Clement, 2019). The choices and decisions of
Millennials across the globe are influenced by image, a consequence of being the first generation
to come of age during the explosion of social media and advanced digital technology. In 2017
over 70% of Millennials reported that they are more likely to make a purchase if it is
recommended by a peer on social media and that they had, in fact, made fashion purchases based
on Instagram posts (Arnold, 2017).

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Figure 8. Source: Pew Research Center social and demographic trends

Fast fashion brands are enormously popular across all platforms of social media as well,
so it makes sense that social media has evolved into a primary pathway for the development of
consumer and brand relationships (Helal, Ozuem &Lancaster, 2018). Retail brands market their
products on Instagram, Facebook, Twitter and YouTube. However, when it comes to fast
fashion, Instagram is a leading innovator. The platform has created business tools that are
primarily used to help fast fashion brands sell more products. For example, in 2016 Instagram
introduced “shoppable product tags,” which gave companies the ability to tag their products as
shareable posts for consumers to purchase at the click of a button without ever having to leave
platform.

15
Figure 9: Example of Instagram’s Shoppable Tags. Source:
https://www.instagram.com/uniqlo/?hl=en

Mega fast fashion brand, Fashion Nova, has over 11.7 million Instagram followers and
posts this kind of content 20 to 30 times per day, driving its sales incredibly high (Valentine,
2018).Consequently, social media platforms are a major contributor to the current success of fast
fashion.
Online Shopping
Many fashion brands throughout the world can be found online and it is nearly
impossible to discuss today’s fast fashion without mentioning online shopping. Since it began, e-
commerce has revolutionized shopping. Almost every retail brand followed Amazon’s lead by
starting a website and selling their products online. The online identity of a brand feels more
personal and makes it easier to establish consumer loyalty. Online shopping is a quick way for
consumers to find clothes without leaving the comfort of their own home.
With so many brands to choose from, the convenience of online shopping contributes to
the increasing responsibility of today’s fast fashion. User access of online fashion shopping is set
16
to surpass 1 billion users this year (Clement, 2019). By partnering with influencers and
promoting daily discounts, online shopping is in a league all its own. In fact, accessories and
apparel online retail sales are expected to increase from $110.605 billion to $145.8 billion by the
end of year 2023 (Clement, 2019).

17
Chapter 4:
Growing Economic Inequity—The True Cost of Fast Fashion:

In 2019, environmental activist Chloe Mikolajczak defined fast fashion as, “ low quality
garments are mass produced by workers who are paid incredibly low wages so that retailers can
sell them at unbeatable prices” (Mikolaiczak, 2019).The environmental journalist Lucy Siegle
has been quoted: “Fast fashion isn’t free. Somebody, somewhere is paying.” So, while you may
be able to get an entire outfit at a mega fast fashion retailer for under $40 (maybe even $30 if you
happen to find it all on closeout rack) , exactly how much are we actually spending on fast
fashion?
The Cost of Immediate Gratification
The tendency to want to buy constantly in order to keep up with trends and keep up with
the pressures of social media comes with a cost. While spending money on fast fashion might
seem reasonable at the time of purchase, it actually costs consumers a lot in the long run. In May
2019, H&M yearly sales alone were estimated to be around $24.3 billion (Forbes, 2019); and the
CEO’s who run fast fashion companies are some of the richest moguls in the world (Boak, 2016)
In other words, the amount of money consumers are spending to create these statistics is
staggering.
In 2014, the average consumer bought 60% more clothing than they did in 2000 but kept
them for half as long ( Drew & Yehounme, 2017). Fast fashion consumers spend much of their
earnings on cheap, disposable clothing that is worn less than 5 times. Moreover, on average,
about 50% of these garments are returned by mail and end up with the consumer paying
additional costs despite their eventual refund. Studies show that Millennials are overspending
due to the pressures of social media. According to Schwab’s 2019 Modern Health survey, 49%
of Millennials said that social media has made them to spend their money on unnecessary
18
expenses. Additionally, “More than a third of Americans admit their spending habits have been
influenced by images and experiences shared by their friends on social media and confess they
spend more than they can afford (Schwab, 2019).”
The psychology behind fast fashion is to convince buyers that the clothes in their closets
are no longer fashionable. This encourages consumers to purchase new clothes and accessories
constantly in order to stay on top of trends, but not because they really need it. As a result of this
constant need to spend, today there is a dramatic difference in the way American’s save money
than in the past.

Figure 10: Graph of Average American Savings Rate. Source: Federal Reserve Bank of
St. Louis.

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The Cost of Pollution
The issue of sustainable clothing is much bigger than just being eco-friendly. When
people’s lives are at risk, it becomes a more urgent matter. It is important for fast fashion
companies to understand the economic and societal damage caused by their industry and its
products. Pollution from fashion includes air, water, land and waste (including plastic) pollution
and its contribution to the overall cost of pollution to our world cannot be denied. Environmental
pollution causes harm to our society in more treacherous ways than one. Estimates are that
between 10% and 30% of all textiles are discarded in the manufacturing process and end up as
waste (Kasamet, Chernsupornchai & Pala-ud, 2015). The World Health Organization estimates
that 4.6 million people worldwide die each year as a result of air pollution alone (WHO, 2018).
In the United States air pollution is estimated to contribute to 16,000 premature births each year,
costing the United States $4.33 billion annually (Trasande, 2016).
In regard to plastic pollution, 5% of plastics found on beaches are from microfibers
derived from synthetic clothing, while the rest of the non-biodegradable plastic (e.g., bottles
from the chemicals used in synthetic fabric production) ends up polluting the ocean (Resnick,
2019). Furthermore, the factories that make these clothes use a lot of toxic chemicals that, in
many countries, get poured directly into rivers and oceans. The Citarum River is Indonesia’s
third largest river and is the most polluted in the world (Tarahita & Rakhmat, 2018). Every day,
hundreds of thousands of pounds of waste from nearly 2,000 textile factories along its shores are
dumped into the Citarum; and since 2008, 60% of the fish in the river have been destroyed. The
waste contains a high amount of viscose, a cotton alternative material used to make much of
today’s clothing.
20
Viscose, known as rayon in the United States, is a cheaply sourced wood pulp-based
material that, because it is made from fast regenerating trees, is often explained as being eco-
friendly. However, making viscose durable enough to wear over time requires adding a lot of
toxic chemicals in its production process (Hoskins, 2017). The synthetic fabric is not only
harming factory workers who are exposed to it, but it is also affecting the surrounding
population. Viscose production has been linked to heart disease, birth defects and cancer
(Hoskins, 2017). Experts report that fashion brands like Zara and H&M are responsible for the
toxic material waste that has filled the Citarum stating that “most of the brands contacted by The
Guardian have acknowledged that the impacts of viscose production are an industry-wide
problem (Hoskins, 2017)).” As a result, societal concerns about these global issues are starting to
influence consumer behavior.

Figure 11: Citarum River, Indonesia. Photo Source: pulitzercenter.org

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The Cost to Business
Running a fast fashion business is extremely lucrative for its executives. The 15 richest
people in the fashion industry are worth over $395 billion (Warren, 2019), with the chairman of
Louis Vuitton Moët Hennessy (LVMH) reported as being worth $105 billion alone. Since fast
fashion is built on replicating high fashion luxury brands and selling these clothes for a cheaper
price, it is no surprise that major designer brands are trying to take down the fast fashion
industry.
In 2019, Versace filed a lawsuit against Fashion Nova alleging that the brand copied
some of their most popular runway items. More specifically, Versace sued Fashion Nova for
copyright infringement, stating that the store copied specific prints and designs. An article by
Business Insider states, “According to court documents, [Fashion Nova] has been sued at least
eight times over copyright-related matters previously (Hanbury, 2019).” Yet, the fast fashion
retailer continues to fight back and in 2020 they responded to the lawsuit with 32 defenses.
According to Dazed, “Fashion Nova stated the referred to prints are “standard geometric figures
and patterns,” which are “in the public domain,” and “widely used in the fashion/apparel industry
(Dazed, 2020).” This lawsuit is still pending; however, this is just one of many instances of
designer brands fighting to preserve their originality. In fact, in July 2019 it was reported that
Kim Kardashian won $2.7 million in a lawsuit against fast fashion giant Missguided (Martin,
2019). The brand was found guilty of, not only copying Kardashian’s dress, but also using Kim
Kardashian’s name to promote their products.

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Figure 12: Kim Kardashian wins lawsuit from fast fashion company selling similar
clothing looks to hers. Source: theverge.com

With all this blatant copying of designer clothing, it is hard to believe that any of this is
legal. Unfortunately, fast fashion brands know their way around loopholes that help them avoid
getting into too much trouble. First, it is important to note that there is a difference between a
knock-off and copyright infringement. Fashion knockoffs, especially designer handbags, are
commonly sold throughout the world. This is a legal business and as long as consumers know
their retail items are fake, it is completely legal. However, copyright law is a little more complex.
According to Fashion lawyer Biana Borukhovich, “In the U.S., we don’t have copyright
protection for fashion design.” If these brands are not copying specific logos or brand names,
then there is no law to protect these high fashion designs. Additionally, copyright does not
protect “useful items”. In other words, retail items are seen as a necessity because humans need
to wear clothes every day. (Brucculieri, 2018).
23

The Cost of Labor: An Industry Sustaining Poverty
According to the book, Fashionopolis between 1991 and 2012 America lost 75% of its
garment workers as a result of businesses outsourcing to other countries (Thomas, 2019). During
that same time period, the number of fashion industry workers nearly doubled worldwide. Not
surprisingly, the countries where the textile/garment businesses relocated to were those that have
significantly less regulation regarding the environment, as well as those related to working
conditions and workers' rights. The fashion industry requires more direct laborers than any
other worldwide industry. From 2006 to 2016, the industry grew an average of 5.5% annually
(Thomas, 2019). Although fashion is a thriving $2.4 trillion industry, most of its workforce
remains living in extreme poverty. Currently, less than 2% of garment industry workers make a
living wage (Thomas, 2019).
Increasingly, companies are being scrutinized for their environmental and business
practices and face criticism and growing backlash. In a study of American Millennials,
researchers discovered that while acknowledging the benefit of its affordability, Millennials
purchasing fast fashion also see it as unethical and report that it arouses feelings of guilt
(Sorensen & Jorgensen, 2019). Consumers are just as concerned with what fast fashion brands
are doing behind the scenes as they are with what is being marketed publicly. Where are their
products coming from? Who is making them? Is the brand engaging in ethical manufacturing and
labor practices?
In addition to attending to the issues of global warming and the impact of their
manufacturing processes on the environment, businesses are increasingly expected to be
accountable for the overall health and welfare of their workers. The increase in demand for
24
productivity created by fast fashion can lead to overworked employees and dangerous worker
conditions. From 2006-2012 over 500 workers died in Bangladesh garment factory fires; in
2013, 1,134 workers died in one factory tragedy alone (Thomas, 2019). Since that tragedy,
known as the Rana Plaza fashion factories complex disaster, there has been a spotlight on the
exploitative practices and the cost to the workers and their families of the fast fashion business
model. In 2014 the global non-profit agency Fashion Revolution began a now annual campaign
known as #WhoMadeMyClothes with the goal to create transparency in the fashion industry. Co-
founder Carry Somers was quoted, “We know that both social and environmental exploitation
thrives in the hidden places.” (Chan,2019). In Fashion Revolution Week 2018, more than 3
million people engaged with the campaign signaling that consumers are definitely interested in
being more conscious about their fashion decisions.

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Chapter 5:
The Move Towards Sustainability

In recent years, the trend toward sustainability has grown steadily. In December 2018,
Mike Barry, the head of sustainable business for multinational retailer, Marks & Spencer, stated:
“The signals are [fashion is] on the same trajectory as plastics and forests and alternatives to
meat. These were all underlying concerns that got through to the mainstream consumer…Every
business leader in the fashion industry knows that clothing will have the same level of
questioning and challenging that food has had for years.” (Butler, 2018). People are aware of the
current state of our planet and have taken personal responsibility to try to reverse the damage. As
a result, consumers are making smarter decisions on what they purchase, and brands are trying to
keep up with a changing demographic.
In the 2017 State of Reuse Report produced by Value Village, marketing research
demonstrated that approximately one-third of consumers experience thrifting (for clothing
donation and/or clothing shopping) as on the rise, with Millennials showing the most interest.
Similarly, 75% of consumers agreed with the statement: “If I better understood how my actions
hurt or helped the planet, I would be more likely to make environmentally conscious decisions.”
(Value Village, 2017). In 2018, market research firm Mintel reported that a third of consumers
bought clothing only once a month, down from 37% in 2016, while those buying every two or
three months or less rose from 64% to 67% (Butler, 2018).
Fashion industry adjustments to the growing consumer awareness include H&M starting
a clothing recycling program at their storefronts in 2016; and Zara announcing that it was setting
ambitious sustainability goals in 2019. The following are the sustainability goals Zara plans to
accomplish by 2025: 1) all of its eight brands will only use cotton, linen and polyester that's
organic, sustainable or recycled; 2) that renewable sources will power 80% of the energy
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consumed by the conglomerate's distribution centers; and 3) plans to transition to zero landfill
waste (Bowman & McCammon, 2019). However, many of these fast fashion brands pledging to
go “green” are just “greenwashing” rather than actually making changes that support
sustainability.
Greenwashing is a term used to describe a deceptive form of marketing that companies
use to try to market themselves as more environmentally friendly (“green”) than they actually
are. One example of greenwashing can be seen with the fashion retailer, & Other Stories, which
is owned by clothing giant H&M. &Other Stories presents itself as not being another fast
fashion retailer and emphasizes that their clothes are created by independent designers in other
countries. Its brick and mortar shops are designed like upscale boutiques with wide open spaces
and minimalist interior. Throughout their stores is signage such as: “Stockholm Atelier”, “Paris
Atelier”, or “Berlin Atelier”, and other messaging that implies it only sells products produced in
European countries.
But that is not the case—look closely and you see the small print on display tables and
clothing labels states that & Other Stories’ clothing is only styled in Europe but is actually
manufactured in China. Companies Zara, Boohoo and Urban Outfitters have also been accused
of greenwashing. In one extreme example, Zara labeled a shirt as “made with organic cotton”
when, in fact, it was only the tag that was attached to the garment that was made from organic
cotton (Patriot Act, 2019).
Although fast fashion is dominating the fashion industry despite its wasteful practices and
harmful products, there are companies who are determined to create positive change. Levi’s,
Patagonia, and Reformation are just a few of the innovative brands committing to move away
from fast fashion towards “slow fashion.” Slow fashion is part of a larger “slow movement” and
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focuses on designing, creating, and buying clothing based on quality and longevity. Slow fashion
values are based on the principles of caring for the environment, the fashion industry workforce,
and humanity in general (Hill, 2018).
The author attended the Los Angeles Metro Rail Sustainable Strategic Planning
Conference in November 2019. Department and organizational leaders from throughout Los
Angeles County spoke on the issues of climate change and sustainability. The conference’s
message was an urgent call to action for government and industry operating in Los Angeles to
begin to coordinate and plan for not only systems (i.e., fuel, transportation, energy) change
throughout the County, but also for campaigning and awareness that will bring about human
behavior change which is critical. Lauren Taber O’Connor, LA Metro Rail’s Chief Sustainability
Officer, noted, “If we do not take profound action by 2030, we cannot stop the ultimate
breakdown...We are truly at a critical moment,” She went on to stress the importance of creating
a theme of collaboration to include a lot of different people with a lot of expertise to help
overcome the approaching crisis.

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Chapter 6:
What Are The Experts Saying?

Figure 13: Reformation logo.
Source: https://www.thereformation.com/

For the expert opinion and direct research on sustainable clothing, the author chose to
interview an employee of the LA-based clothing company Reformation. As already noted,
Reformation is one fashion company dedicated to moving the fashion industry towards
sustainability. On its website, Reformation advertises its mission as: We put sustainability at the
center of everything we do. They have four main areas they focus on: product, people, planet and
progress.
Reformation has focused on the front-he end of the fast fashion cycle and is working to
reduce textile waste from the beginning of the design and manufacturing process. The company
has created a classification system of fibers that involves five categories, labeled A to E. One of
the company’s primary goals is to make 75% of their garments using use fibers from categories
A and B only. Moreover, Reformation uses recycled synthetics to lessen its environmental
impact. Other areas addressed in the product category include chemical management, clean
chemistry, and traceability. Overall, while selling beautiful clothing is its primary objective,
Reformation educates, informs and elevates consumers about the important bigger issues of
resource use, climate change and other impacts of fashion.
The author interviewed Mara Ley who has been with Reformation for two years.

Can you tell me what your official job title is and a few details about your day to day?
responsibilities?
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My official job title is Sustainability Coordinator. The Sustainability
team is a small but mighty team so my day to day varies a lot depending on the specific
priorities we have. It ranges from writing copy about new sustainability pieces, reporting on
sustainability KPIs, approving and vetting new fabrications to make sure they meet ours
standards, planning engagement events, etc. I wear a lot of different hats which definitely
helps keep things interesting.

What do you believe is the biggest challenge in marketing sustainable clothing?
I think one of the biggest challenges in marketing sustainable clothing is the potential for
greenwashing. So many companies these days are trying to do something sustainable,
whether it’s a capsule collection or changing one thing in their supply chain that I think it can be
hard to tell whether or not a brand is actually sustainable.

Who is the largest demographic buying sustainable clothing today?
Millennials are by far the largest demographic buying and pushing for sustainable clothing these
days. They are strong believers that their power is in the purse strings and want to feel good
about the purchases they are making. They are also the ones asking the questions about who
made their clothes and really pushing brands to step up and be able to answer those tough
questions.

What do you think it will take for consumers to move away from fast fashion?
I think customers are already moving away from fast fashion. It seems like people are already
starting to make changes in how they think about fashion and what they buy.

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What do you see as the next big innovation in the fashion industry?
Fashion is the third-largest polluting industry in the world and the industry is in need of some
serious systemic change. We want to be a part of solutions to clean that up, whether that’s
helping to develop new closed-loop fibers or innovating more-efficient dye practices. We see
opportunity in collaborating with like-minded brands, suppliers and other stakeholders to try and
overcome our challenges and create innovative solutions. We’re looking forward to applying the
same approach and ethos to more categories to become a true lifestyle brand and solution.

With fast fashion being so much cheaper, what are your thoughts on how to get
consumers to see past the high price tag of sustainability?
Reformation’s mission is to bring sustainable fashion to everyone--that’s why we launched Ref
Jeans which is our sister line of denim and basics that are focused not only on sustainability, but
also affordability. The fashion industry is the third-largest polluting industry in the world and the
industry is in need of some serious systemic change. We want to be a part of solutions to clean
that up, whether that’s helping to develop new closed-loop fibers or innovating more-efficient
dye practices. We see opportunity in collaborating with like-minded brands, suppliers and other
stakeholders to try and overcome our challenges and create innovative solutions. We’re looking
forward to applying the same approach and ethos to more categories to become a true lifestyle
brand and solution.

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The pressure of social media has played a huge role in driving fast fashion; the
constant ads, influencer marketing, and just not wanting to be seen in the same outfit
twice on Instagram --how do you think social media can be used to counter that and
promote more environmentally conscious choices?
I think it’s as simple as changing what is being posted on social media. There are already so
many influencers that are trying to be more environmentally conscious and sharing ways to do
that with their followers. I feel like it’s just a matter of making sustainability trendy.

Do you think sustainable fashion will ever be the norm/mainstream?
I hope so. I think it will take some time but hopefully everyone starts to realize the importance
of a circular economy that the take, make, dispose model of today will no longer be how
people operate. By changing people’s mindset about how they look at the fashion industry,
sustainable fashion will hopefully start to become the norm.

What are some ways your company is creating/promoting more environmentally?
friendly clothing?
As a company, there is a lot that we are doing to help create /promote sustainability. From the
design process to the way we market ourselves we spend a lot of time thinking about what it
means to be a sustainable company.

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Chapter 7:
Next Steps: The Future of Sustainable Fashion

Analysis and Conclusions
Fast fashion has been the prevailing retail model for clothing sales in the United States
for the past couple of decades. Globalization of manufacturing and the explosion of social media
has resulted in a consumer market that values clothing that is cheaply priced, up-to-the-minute
trendy, and not meant to last beyond less than a handful of events. Increasingly, however, the
global fashion industry is recognized as one of the most polluting and labor inequitable industries
in the world. Additionally, the behavior of fast fashion consumers is also recognized as a key
contributor to the proliferation of waste pollution.
There is growing and real concern about the industry’s relationship to, and impact on,
issues such as climate change, human rights, and social equity. In conducting research on fast
fashion and the sustainable clothing market, the author noted emerging understanding, both from
the fashion industry and among its largest consumer demographic, Millennials, that there is a
need to move toward “slow fashion.” Moreover, the research shows willingness, in both
business and consumers, to take steps now to reverse the negative impacts caused by the fast
fashion model.
Consequently, the author believes that creating a cause-related campaign that focuses on
sustainable clothing while educating consumers about just how detrimental fast fashion is to
humans and the environment can serve to change consumer behavior and reduce fashion’s
negative footprint. This campaign should be time-limited, and use encourage key audiences to
be more conscientious about their clothing purchases. The plan should incorporate elements from
USC Annenberg’s Strategic Planning Model.
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Research on fast fashion consumers in the past couple years, shows that perceptions are
definitely in favor of moving toward embracing sustainable fashion. However, research also
shows that habits are hard to break, even those that we know are not good for us ( Groopman, J.
Can Brain Science Help Us Break Bad Habits? New Yorker, October 21, 2019). Taking
consistent action along with gaining relevant information is what increases the likelihood of
lasting change; therefore, the following analysis and campaign will contain strategies to address
both of these aspects as well.
Problem/Opportunity
Problem
- The clothes being produced by wholesale manufacturers are damaging the environment
and harming the global population.
Opportunity
-To create sustainable products that will begin to change the attitudes and behaviors of
consumers in order to preserve the environment.
Research Goals
- Analyze previous eco-friendly fashion campaigns
-Determine a set of values, beliefs, and a mission that represent the campaign
- Identify/fine-tune a target audience
-Gather the needs and expectations from the target audience
-Identify the best medium to connect

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Research Methodology
Focus groups/ interviews- These will be conducted to determine current cultural trends,
needs and wants. The focus groups will consist of fast fashion consumers and women
consumers in the United States, between the ages of 18 and 50. There will be one
facilitator from our campaign and at least two coordinators to lead the
group. Additionally, the company will create a guide with 15 questions that will be asked
to the participants.

Polls/Surveys- Through email marketing, these surveys and polls will be given online to
U.S consumers. There will be a list of questions asking consumers about their needs and
wants as they pertain to retail shopping. Using data analysis, the company can follow
certain hashtags and social media pages to find specific individuals to take the survey.

Behavior Research- Directly observe consumer shopping by going into malls and retail
stores. What items seem most popular to buy, how are the stores set up and what is the
atmosphere like? This research will help take a closer look on what is drawing consumers
to fast fashion brands and how to compete with them.

Audience Analysis- Determine the primary audience and understand the demographic.
Take a more detailed look into customer expectations, exact purchasing habits, product
knowledge, beliefs about fast fashion, and attitudes towards sustainable clothing.

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Campaign Message Testing- Brainstorm effective ways to translate and present the new
values, beliefs, and mission to the target audience. It will be necessary to research
competitors and previous sustainability campaigns to analyze their successes and
failures.

Web Analytics - Analyze and collect information on the web and social media by using
Crimson Hexagon to effectively observe what is trending in the fashion industry. Also,
this will help figure out which media would be best for customer outreach.

Situational Analysis
Strengths
Research - The biggest strength for this campaign is all of the research and information
on the dangers of fast fashion. There are statistics, studies, and testimonials from all over
the world that prove how toxic fast fashion manufacturing and consumerism are, and
there is no denying the facts. This information will be important to roll out throughout the
entire campaign. For example, it costs 2700 liters of water to produce one cotton t-shirt.
and consumers in the United States contribute nearly 11 million tons of waste pollution,
in the form of discarded clothing, to landfills each year (Chaudhuri, 2019).
Weaknesses
Credibility- As of now, there are no major brands or celebrities behind this campaign
which could make it more difficult to gain a real following.
Lack of Continuity – the industry is not united on production changes.

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Opportunity
Green trend - Today, there is a large demographic that is supporting environmental
sustainability. According to the CSG 2019 Retail and Sustainability survey, more than
two-thirds of Americans consider sustainability when making a purchase. Additionally,
these same consumers will be willing to spend 25% or more on items if they are
sustainable. (CGS, 2019). This trend of sustainability is so prevalent right now that it is
forcing more brands and companies to change the way they conduct business.
Threats
Fast Fashion movement- Disposable clothing has been dominating the fashion industry.
The Boohoo Group, who owns a variety of online fast fashion retailers, increased their
revenue from the United States consumers by 79% in 2018 (Maguire, 2019).
Furthermore, Vogue predicts that “influencer-heavy marketing” and strong e-commerce
strategies will help to further increase fast fashion profits in 2020. This international
phenomenon has completely changed the industry forever. Consumers can buy cute,
affordable clothes with a click of a button and the demand is only increasing.
Social Media- Social media is where the majority of fast fashion brands like Boohoo and
Fashion Nova operate. It is nearly impossible to be on Instagram for a few minutes and
not see a fast fashion ad. As a result, the pressures of social media can force consumers
into buying products they don't necessarily need.
Millennial Spending/Purchasing Habits- this generation has largely fueled the success of
fast fashion and will need to commit to serious changes in their purchasing habits for
sustainability to occur.

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Communication Goals
The communication goal is to convince fast fashion retailers and their consumers that it is
possible to buy sustainable fashion that is affordable and without compromising on style.

National Objectives
By 2030
I. Inform
i. Decrease new items of clothing purchased per year per person by 50%
ii. Encourage consumers to increase the average number of times they wear an
article of clothing by 100%
3. Encourage consumers to reduce their waste pollution of textiles by 50%
annually
II Impact
i. Help conserve 100 billion gallons of water globally
ii. Partner with other brands in order to develop product recognition in the mass
market
iii. Witness a major decline in fast fashion profits of 50%
III. Increase
i. Increase the amount of social media mentions and following for sustainable
brands in the U.S by 30%
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ii. Increase sustainable fashion profits by 50%
Target Audience
I. Primary – Fast Fashion brands
-The primary goal for this campaign is to change the fast fashion business model and how
it operates.
II. Primary- Consumers
- There is no business without its consumers. Therefore, another primary target audience
is consumers who are driving sales and supporting fast fashion brands.
III. Secondary - Sustainability organizations/companies, etc.
- It is important for this campaign to make a major impact. If environmentally
conscious organizations, brands, and or/ public figures are taking notice, they could want
to partner with the fashion line—making it more credible.

IV. Secondary – Fashion media outlets/Influencers
- Lastly, this campaign will need to be exposed to the public in a very sincere manner.
Targeting the right outlets and influencers to promote it will be a crucial part of its
success.
Key Messages
- Research shows that fast fashion is killing our environment and now is the time to
educate retail consumers on how to make better choices.
- Sustainable clothing does not have to compromise on style.
- Local, recyclable and quality clothing will last consumers a lot longer, which will help
them save money and the planet.
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Strategy
I. Plan
Introduce a strategic plan to gain notoriety as an organization and spread awareness about
the harmful effects of fast fashion. More importantly, brainstorm creative ways to spark the
interests of young consumers who ultimately have the most influence on what is trending. A
main goal is to seek modern ways to increase awareness of and access to more sustainable
products in order to encourage consumers to decrease their spending on fast fashion.
II. Partner
Team up with other environmentally conscious organizations, brands, designers and
influencers to help reach a wide audience. It will take an entire team of different creatives to
really bring this idea to life. The campaign should be able to influence the public by
demonstrating their commitment to create trendy, affordable, eco-friendly products.
III. Promote
Find genuine, impactful ways to promote the brand. Currently, social media is one of the
most efficient ways for brands to sell their products to the masses. This is partly due to the fact
that social media allows brand to consumer engagement, as well as consumer to consumer
engagement which keeps people feeling connected to their favorite retailers (Post,
2016). Therefore, social media will be the most helpful and used resource to promote the brand.
The company will strategize and implement an original social media campaign using various
platforms.

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Tactics
I. Plan
Tactic #1
Assist in designing and producing a temporary local fashion line of sustainable clothing
in Los Angeles to be called Revival. The organization will team up with designers and local
female owned streetwear brands like Melody Eshani, Sporty & Rich and MISBHV. The clothing
brand will be for women by women. Revival will maintain a minimalistic look with an emphasis
on health and wellness. This process will take up to a year to create, and only 100 items will be
produced. Revival will mimic the bold marketing of major fast fashion brands like Pretty Little
Thing but maintain the exclusivity of contemporary streetwear. Since streetwear is always
limited, this forces their consumers take better care of their items and keep them for longer
periods of time because they never know if it will be available again; these behaviors are
sustainable on their own. Also, creating only a few items every season, preserves electricity and
waste in the production process. Lastly, the rarer the retail items are the more consumers will
demand them. The image below is a vision board for the Revival clothing line.

41

Figure 14: A mood board created by the author for Revival clothing line.
Source: shutterstock.com/

II. Partner
Tactic #1
Today, it is important for brands to partner with public figures and organizations
to help boost awareness. In fact, more than two thirds of North American retailers use
influencers to market their products(Droesch, 2019). Throughout this campaign, Revival
will work with organizations like Greenpeace LA, Sustainable Works, Heal the Bay and
other sustainability- focused and environmentally conscious companies. Additionally, in
order to stay on trend, Revival will partner with influencers who represent an image of
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sustainability and fashion. Here are examples of the influencers that will be used to help
market Revival:
Sustainable, diverse, and natural women who are already well known in the streetwear
industry.

Figure 15: Emily Oberg Instagram.
Source: https://www.instagram.com/emilyoberg/?hl=en

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Figure 16: Kristen Crawley Instagram
Source: https://www.instagram.com/kristennoelcrawley/?hl=en

Figure 17: Nana Agyemang Instagram
Source: https://www.instagram.com/itsreallynana/?hl=en

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Tactic #2
During the campaign, Revival will partner with the podcast, Girl Boss Radio. Girl
Boss Radio highlights women owned businesses/entrepreneurs that are creating change in
the world. Additionally, the podcast is stationed in Los Angeles, as it is important to
support and partner with local businesses. Revival and Girl Boss Radio will team up each
week a month before the launch date to discuss important environmental issues, while
still making it entertaining by including fashion trends, news, guest speakers, etc.

Figure 18:Girl Boss Radio cover art example by author

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Tactic #3
Revival will partner with service company, Material World, a personal styling service
that sells luxury fashion items at an affordable price. Material World consumers receive boxes of
clothing once a month on a membership basis. For this tactic, Revival will distribute some of
their clothes in the boxes that Material World creates for their members. Additionally, Revival
will do an Instagram takeover with Material World to talk about the clothing line and the benefits
of sustainability.
Tactic #4
Revival also will partner with a locally-based and socially conscious Greentech company,
such as Enervee to develop an app that with allow consumers to catalog their wardrobes, plan
for wardrobes updates, track their fashion purchases and overall provide an action-oriented step
that can assist consumers to move to successfully implementing “slow fashion” practices.

III. Promote

Tactic #1

To launch the event, we will construct and host a pop-up store on Melrose Blvd. in Los
Angeles, CA. A pop-up shop will add to the exclusivity and hype surrounding Revival. The
event will take place for the grand opening, but the pop-up will stay active until all of the
clothing items have been sold. A press release and PR box will be sent out to a list of influencers,
press and potential partners to invite them to the launch. The event will include speaker panels,
music, a photo booth, and merchandise.

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Tactic #2

To promote Revival and the campaign, Instagram, Twitter, and Snapchat will be the most
used platforms. There will be an official Instagram page with information on sustainability,
fashion photos, quotes and more. There will be a main social media message: “Recycle, Reuse,
Repeat but Make it Fashion.” The goal for the social media campaign is to spread information
and awareness. Social media posts will also be used to pass along simple strategies to help
consumers to begin to act on and practice sustainable fashion consumerism.
Tactic #3

A press pitch will be sent out to specific media outlets in order to gain publicity for
Revival. The press pitch will pursue fashion features and interviews where team members can
speak candidly about the clothing line. Some of the press that Revival will reach out to will be
Vice, HypeBae, Miss Bish, Complex, LA Weekly, Los Angeles Magazine and LA Times.

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Figure 19: PR box ideas. Source: shutterstock.com/

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Press Release

FOR IMMEDIATE RELEASE
MAY 1, 2021

REVIVAL HAS LANDED IN LOS ANGELES

Los Angeles, California (November 27, 2018) - You are invited to come out and celebrate the
launch of new Los Angeles based sustainable clothing line, Revival. There will be a pop-up shop
event held on May 15
th
,2021 on Melrose Ave.—View digital invitation HERE.

To celebrate, there will be a live DJ, a photobooth and live panel discussions from designers
Aleali May, Melody Eshani, & more! The pop-up shop will be serving a variety of health food
and drinks to all the guests with a wristband.
About Revival
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In an industry that has been dominated by disposable, cheap clothing, Revival has set out to
change the way consumers think about fashion. Revival is temporary sustainable clothing line
based in Los Angeles, CA. The company is committed to producing and selling sustainable,
affordable, and stylish clothes to women. Revival wants buyers to know that they do not have
to compromise on style in order to save the environment. Join the moment!
Featured Panelists

Featured Food Trucks

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Contact

Measurement/Evaluation
• Track the number of visitors from the pop-up event by creating digital wristbands
for invitees that must be scanned at the door
• Report the number of items that have been bought throughout the campaign
• Manage social media buzz surrounding the various events using platforms like
Cision.
• Gather press clippings from outlets and articles that feature and/or mention
Revival
• Track the number of streams from the Girl Boss Radio podcast using Spotify
analytics
• Once that campaign is finished, all of this information and data will be thoroughly
complied into a media kit to determine the success of the Revival.

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Abstract (if available)

Abstract Global warming, climate change and other environmental impacts of human behavior are at the forefront of social consciousness around the world. Research has provided direct evidence of the negative effects of greenhouse gases as well as soil, groundwater, river and ocean pollution due to the use of fossil fuels and excessive amounts of garbage/waste dumping. We also have discovered that the global fashion industry is the overall third most contaminating business sector in the world

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Asset Metadata

Creator Kemp, Jené Alicia (author)

Core Title Ethical fashion: the fabric for a sustainable planet

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 05/11/2020

Defense Date 05/08/2020

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag clothing,environment,fashion industry,fast fashion,OAI-PMH Harvest,sustainable

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Floto, Jennifer (committee chair)

Creator Email Jenekemp@yahoo.com,Jenekemp7@gmail.com

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c89-302074

Unique identifier UC11665820

Identifier etd-KempJeneAl-8482.pdf (filename),usctheses-c89-302074 (legacy record id)

Legacy Identifier etd-KempJeneAl-8482.pdf

Dmrecord 302074

Document Type Thesis

Rights Kemp, Jené Alicia; Kemp, Jene Alicia

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA