Story: Curiosity and priority

When I was in Tokyo, Japan, I liked fashion and bought clothing a lot. I often visited an independent clothing store, Shibuya, Harajuku, Daikanyama, and bought $500 outwear without hesitation. One time, I tried on the court made by Raf Simons and I experienced how different expensive clothing is. It was $1000+ and I did not buy it. So, I don’t completely deny high-end clothing.

As I get older, I still like to see clothing, but I don’t buy it if I don’t need it. I came to Canada with only one suitcase and one bag. I am comfortable keeping less stuff. In 9 years, stuff gained, but I am willing to reduce as much as possible.

In 2022, our circumstance has changed. We are facing climate change and it’s already tangible. We are an oversupply of clothing more than demand.

I received an inquiry from the clothing business by chance. I don’t know I can contribute to their business, but I would like to think about fashion 2022.

Fast fashion

©Netflix Is A Joke

Popular channel on Netflix, Patriot Act. Many people know reality. We face a wildfire, water flood, extremely hot in summer & cold in winter every year. We still don’t feel much threaten in daily life. After all, majority people don’t change behavior. It’s an ironic Human behavior.

©ABC News In-depth

Shame on developed countries. Our daily scenery is just an illusion. Every single of people who lives in developed country sacrifices developing country people’s life. The video decreases my consumption willingness.

I am sure that economic power will be a shift, now in China, next in India, and Africa continents in the later this century. African people should be treated as same as developed countries.

©TED

– 15% goes to a thrift store, 85% goes to landfill in the United States
– A fashion industry is the second polluter after the oil & gas industry
– Recycling
– Trend, style has changed every season
– Fashion is individuality
– Compromise is the unsustainability
– We need a sustainable future

I don’t think I do dye or customize clothing in-house. What I can do is that I don’t buy if I don’t need it.

©DW Documentary

It may impossible to stop fast fashion based on psychology. I hope that recycling technology significantly improves, or government requires responsibility to fast fashion companies. As a consumer, keep wearing long once you bought something.

Fashion industry

©Vogue

– Has to change an industry
– Too many collections
– Face the reality
– Inclusion
– Racial equality
– Spending money is voting
– Optimistic
– Hibernation
– Charitable action
– Capitalism of the fashion industry
– Control image, self-esteem

– Fashion for activism
– Slow factory
– Epoch of social uplifting

©Bloomberg Quicktake

– $2.5 trillion industry
– Profit and purpose
– Sustainable design process
– Creativity and business
– People say, couture is dead, who needs it, it’s completely useless
– Traditional and unusual
– Consumption
– Ethical and sustainable way

©Nike

I don’t shop clothing online, but I checked Nike for finding recent trends, practices. I have never seen a fashion brand that uses disabled people on the website. I don’t know this is a standard in 2022. Nationality also may be the topic. Anyway, good commitment.

Fashion startup

©Fortune Magazine

– Rental marketplace for a luxury brand
– Consume 64 clothing articles every year, it influences to consumer behavior
– She predicts that consumer behavior(especially young people) will be a shift, that’s a bold decision
– Dry cleaning
– Glowing segment of fashion, fast fashion and activewear
– Department store is not glowing and misaligns the trend
– Special occasion to everyday style
– Personalize and recommendation
– Social media drives the rental clothing business

General question
– Can I wash it?
– Rental makes me nervous
– What will happen if clothes tear?
– Once cancel, do I need to return the clothing which I have? Who pays shipping costs?

Rent the Runway has actual retail for collecting data and providing an experience. That’s interesting.

©Recode

– 10% of the $2 trillion industry will be rent
– Partnership with Nordstrom and WeWork, interesting
– Churn rate
– Educate consumer in first 90 days
– Organic growth
– Slack channel and community
– Loyalty, improve user experience
– Evaluate based on my date, not a female founder

She said inventory. This means Rent the Runway buys the products first. Good for the clothing companies. Business aspect, if it does not require inventory, directory order renting to the brand and ship to a consumer by each brand, that sounds great though I don’t know the possibility.

©Nasdaq

– Size change, life change, trend change
– 70% of negative emission comes from the production of new  
– Buy less clothing, access more
– Hourly rate, safety, culture, lower hiring costs

This is 13 years journey, not a one-night dream.

©Rent the Runway

Patagonia

©Talks at Google

©Stanford Graduate School of Business

I am much interested in Patagonia and I do want to buy it. I don’t think Patagonia is very trendy or stylish, but I want to keep it long if I buy a new one. The outlet is also welcome.

Conclusion: Satisfactory without compromise

We have enough amount of clothing in the world, but we are producing clothing every year. The consumer knows it. Human desire never deplete. The majority of people don’t change their behavior right now. I know the excitement of shopping and buying new clothing.

My shopping behavior has changed, but I cannot force it on others. I hope each people realize what we can do in daily life.

Reference:

Vogue: Is There Really Such a Thing as “Ethical Consumerism”?
mooosor.ru: GARBAGE STATISTICS 2021