Looking at a new methodology for increasing sustainability at one touchpoint in the fashion industry.

1. Social & Sustainable Fashion
drakbarry
Advancing Diversity in Men’s Fashion

2. @DanielDrak
drakd277@newschool.edu
drakbarry
Advancing Diversity in Men’s Fashion

3. Fashion includes everyone

4. Size of the fashion industry (2012)
$1.1 Trillion

5. Size of the fashion industry (2025)
$2.1 Trillion

6. Creating consumer demand

7. 1700s
Dressmakers &
Tailor
a (BRIEF) history of fashion

8. The Fashion Designer

9. Image-Copying
& Mass Production

10. Desirability
&
SEX

11. Fast Fashion

12. How do we support demand?

13. Supporting the current industry

15. Social reality

16. Environmental reality

17. Marketing reality

19. Call for diversity in women’s fashion

25. 4 3
1 in
1 in
men cases of eating disorders
41%
occur in males
This is significant for a disease
that was once attributed
exclusively to females.
age6
would sacrifice a year of
life to achieve their
ideal body weight
or shape
of men are dissatisfied
is when boys start to with their bodies
experience body
image anxiety

26. A closer look at the numbers:

27. womenswear
menswear
8
7
market size ($USD billions) 2014 2018
~$638 billion
6
5
4
3
2
1

28. womenswear
menswear
8
7
market size ($USD billions) 2014 2018
~$638 billion
~$773.1 billion
6
5
4
3
2
1

29. womenswear
menswear
8
7
market size ($USD billions) 2014 2018
~$638 billion
~$773.1 billion
~$423 billion
6
5
4
3
2
1

30. womenswear
menswear
8
7
market size ($USD billions) 2014 2018
~$638 billion
~$773 billion
~$423 billion
~$572 billion
6
5
4
3
2
1

31. womenswear
menswear
8 21%
7
market size ($USD billions) 2014 2018
6
5
4
3
2
1
35%

32. Sustainability through marketing:

33. Sustainable Marketing = Marketing Well-Being

34. Current marketing
Consumer Products that “fix”
Decreased well-being
Decreased productivity

35. Prospective marketing
Consumer Products that
“enhance”
Increased well-being
Increased productivity

36. Prospective marketing
Is fashion “Product Design” or “Service Design”?
Consumer Products that
“enhance”
Increased well-being
Increased productivity

37. Leslie Knope Protocol

38. But, there’s also a business case for being good

39. Qualitative Results

40. Quantitative Results

41. drakbarry
is a social enterprise that provides
men’s fashion & lifestyle brands with:
CONSUMER
RESEARCH
STRATEGIC
PLANNING
CREATIVE
SERVICES

42. 50%
FOR-PROFIT
50%
PRO BONO
Methodology

43. Parker & Pine

44. Sustainability at Drakbarry

47. drakbarry
Advancing Diversity in Men’s Fashion

48. @DanielDrak
drakd277@newschool.edu
drakbarry
Advancing Diversity in Men’s Fashion