Consumer Behavior class - fast fashion

1. LAB 1
Anti-Consumption
& Materialism
André Carneiro
Alina Orlova
Ian Waldron
Luciana Carvalho
Sabrina Alves

2. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND
ANTI-CONSUMPTION & MATERIALISM?

3. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND
ANTI-CONSUMPTION & MATERIALISM?

4. Fashion is Accelerating
● As media & communications have digitized
and sped up, retail has been impacted
● “Seasons” have moved to more rapid
refreshes & influencer driven collections
● Industry is more profitable than ever,
companies are succeeding
● Consumers are able to achieve “lookees do
dia” more easily than ever before
...but as Refinery29 wonders: “Is fast fashion a
class issue?”

5. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND
ANTI-CONSUMPTION & MATERIALISM?

6. Source: Folha de São Paulo
#stores: 280
Revenue: R$ 6,9 bi*
#employees: 17 K
#stores: 289
Revenue: R$ 6,5 bi*
#employees: 40 K
#stores: 288
Revenue: R$ 6,3 bi*
#employees: 18 K
MAIN FAST FASHION BRANDS IN BRAZIL
C&A, Riachuelo and Renner

7. https://www.youtube.com/watch?v=m_tCxkZmKks
1:10
Before:
- TV prime time
- Newspaper
- Magazines
- Radio
- Spokesperson
- Point of sale
C&A: HOW TO REACH CONSUMERS
Traditionals channels

8. Source: Nostalgia
C&A: HOW TO REACH CONSUMERS
Traditionals channels
Before:
- TV prime time
- Newspaper
- Magazines
- Radio
- Spokesperson
- Point of sale

9. C&A: HOW TO REACH CONSUMERS
Traditionals channels
Before:
- TV prime time
- Newspaper
- Magazines
- Radio
- Spokesperson
- Point of sale

10. Now: omnichannel consumer
- Digital:
- Site
- Social Media
- Digital influencers
- Search
- Blogs
- Partnerships with influencers,
local brands and designers
C&A: HOW TO REACH CONSUMERS
Additional channels

11. Now: omnichannel consumer
- Digital:
- Site
- Social Media
- Digital influencers
- Search
- Blogs
- Partnerships with influencers,
local brands and designers
C&A: HOW TO REACH CONSUMERS
Additional channels

12. Now: omnichannel consumer
- Digital:
- Site
- Social Media
- Digital influencers
- Search
- Blogs
- Partnerships with influencers,
local brands and designers
C&A: HOW TO REACH CONSUMERS
Additional channels

13. C&A: MAIN INSIGHTS ABOUT
COMMUNICATION AND STRATEGY
- Maintained spokesperson strategy
(now also with Digital Influencers)
- Traditional media channels =
complimentary
- Digital media = fits with fast fashion
concept
- Partnerships with designers and local
brands

14. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND
ANTI-CONSUMPTION & MATERIALISM?

15. WHY CONSUMERS BUY
FAST FASHION?

16. - Price
- Trendy
- Temporary happiness: "materialism
is focused on the acquisition of
the material possessions in the
pursuit of happiness (Holt 1995;
Richins and Dawson 1992; Scott,
Martin, and Schouten 2014)"
https://www.youtube.com/watch?v=17WiNYksZMQ
0:19-0:45
CONSUMERS POINT OF VIEW:
Excellent cost-benefit

17. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND
ANTI-CONSUMPTION & MATERIALISM?

18. FAST-FASHION: SOCIAL IMPACTS
It's not all about being fashion
https://www.youtube.com/watch?v=OaGp5_Sfbss

19. But what are some of the impacts?
● Agriculture
○ Booming cotton consumption has fueled dangerous
monoculture of seeds and plants
● Labor/Human
○ Western (sales) price points driving fierce cost cutting along
supply chain
○ This has depressed wages, led to precarious working
conditions, and even building collapses and fires.
● Pollution
○ Supplier competition also results in waste into rivers, drinking
water, etc. resulting in spikes in cancer and birth defects
● Textile waste
○ 82 lbs/person/year // 11M tons in US alone
○ Rarely biodegradable
● Even: Consumer well-being
○ Unhealthy shopping habits, addictions

20. MAIN CONSEQUENCE: ANTI-CONSUMPTION
Consumers can be motivated to consume less
● Macro-level concerns
(environment, social causes)
● Personal values
● Pursuit of a simpler lifestyle

22. CONSUMER'S MIND = MESS
How are they going to solve this paradox in their mind?
I don't have money, but I want to dress
trendy!
I can't be the one responsible for
the poor conditions worldwide!
All my friends buy at Forever 21! Should I look for a simpler life?

23. WHAT ARE THE RELATIONSHIP BETWEEN FAST-FASHION AND
ANTI-CONSUMPTION & MATERIALISM?

24. ● Social initiatives
● Environmentally conscious practices
● Clothes exchanges/discounts
● Employee trainings
● Certified practices
ANTI-CONSUMPTION: how are brands reacting to this new
anti-consumption trend related to conscious consumption?

25. ANTI-CONSUMPTION: how are brands reacting to this new
anti-consumption trend related to conscious consumption?
C&A has created a corporate
social responsibility strategy
that focuses on:
● Sustainable products
● Sustainable supply
● Sustainable lives
CSR

26. CSR
ANTI-CONSUMPTION: how are brands reacting to this new
anti-consumption trend related to conscious consumption?

27. CSR
ANTI-CONSUMPTION: how are brands reacting to this new
anti-consumption trend related to conscious consumption?

28. ANTI-CONSUMPTION: how are brands reacting to this new
anti-consumption trend related to conscious consumption?
CSR

29. Consciousness: brands recognize that their consumers are conscious about the impacts of mass
consumption and fast fashion, and that those consumers bring their own values and priorities with
them whenever they are shopping.
Sustainability: companies like C&A are looking to balance their targeted and innovative marketing with
information about their corporate social responsibility to help alleviate consumer’s conscience when
they shop for C&A fast fashion

30. Sources:
Folha de São Paulo:
http://www1.folha.uol.com.br/saopaulo/2016/09/1813977-em-tempos-de-crise-redes-de-fast-fashion-se-transformam-e
m-vedetes-de-shoppings.shtml
Nostalgia:
http://nostalgiarama.blogspot.com.br/2016/03/moda-anos-70-anuncios-alemaes-da-c.html