Fashion has become disposable. In 2015 a new record was set: 80 billion clothes were sold around the globe, which counts about 10 new clothes per person while, at the same time, the average American throws away 37 kg of clothes per year. These numbers are a conse- quence of a phenomenon called Fast-Fashion, which describes a low-cost, highly profitable, and mass-production of clothing, only possible because of the practices of offshoring to devel- oping countries. The research was held in the fashion system, understanding first of all what are the main drivers that push consumers to keep purchas- ing items that are not strictly necessary to survival, which consequences of Fast-Fash- ion have already affected the planet and its in- habitants, and finally which solutions among the existents may be applied and improved to reshape the actual purchasing chain. Second-hand clothes are identified as the most suitable solution to be emphasized and can lead to a rapid restraint of the problem without actually changing too much the hab- its of the average purchaser. Moreover, data show that the time is fertile for second-hand clothing, which is no longer a taboo and is a very common practice, especially among the youngest generations. A new product-service system, Reseen, is de- signed to put back into circulation the highest quantity of clothes through reselling, reman- ufacturing, or recycling. In conclusion, focus groups with experts are held to draft a list of future directions to guide further develop- ments of the Reseen project.
La moda è diventata usa e getta. Nel 2015 è stato stabilito un nuovo record: 80 miliardi di vestiti sono stati venduti in tutto il mondo, ov- vero circa 10 vestiti capi per persona mentre, allo stesso tempo, l’americano medio butta via 37 kg di vestiti all’anno. Questi numeri sono una conseguenza di un fenomeno chiamato Fast-Fashion, che descrive una produzione di massa di vestiti a basso costo ed altamente redditizia, possibile solo grazie alle pratiche di offshoring nei paesi in via di sviluppo. È stata svolta una ricerca nel sistema moda per capire anzitutto quali sono i principali driv- er che spingono i consumatori a continuare ad acquistare articoli non strettamente necessa- ri alla sopravvivenza, quali conseguenze del Fast-Fashion hanno già colpito il pianeta e i suoi abitanti e, infine, quali soluzioni tra quelle esistenti possono essere applicate e migliorate per rimodellare l’attuale catena di acquisto. I vestiti di seconda mano sono identificati come la soluzione più adatta ad essere enfa- tizzata e possono portare ad una rapida mod- erazione del problema senza cambiare troppo le abitudini dell’acquirente medio. Inoltre i dati mostrano che il tempo è fertile per l’abbiglia- mento di seconda mano, che non è più un tabù ed è in realtà una pratica molto comune, soprattutto tra le generazioni più giovani. Un nuovo sistema prodotto-servizio, Reseen, è stato progettato per rimettere in circolazi- one la maggior quantità di vestiti attraverso la rivendita, la rigenerazione o il riciclaggio. In conclusione, si sono tenuti dei focus group con esperti al fine di redigere una lista di “fu- ture directions” per guidare gli sviluppi del progetto Reseen.
Shutting down the fashion system. How second-hand clothing can annihilate fast-fashion companies : the Reseen project
Nunziata, Federico
2019/2020
Abstract
Fashion has become disposable. In 2015 a new record was set: 80 billion clothes were sold around the globe, which counts about 10 new clothes per person while, at the same time, the average American throws away 37 kg of clothes per year. These numbers are a conse- quence of a phenomenon called Fast-Fashion, which describes a low-cost, highly profitable, and mass-production of clothing, only possible because of the practices of offshoring to devel- oping countries. The research was held in the fashion system, understanding first of all what are the main drivers that push consumers to keep purchas- ing items that are not strictly necessary to survival, which consequences of Fast-Fash- ion have already affected the planet and its in- habitants, and finally which solutions among the existents may be applied and improved to reshape the actual purchasing chain. Second-hand clothes are identified as the most suitable solution to be emphasized and can lead to a rapid restraint of the problem without actually changing too much the hab- its of the average purchaser. Moreover, data show that the time is fertile for second-hand clothing, which is no longer a taboo and is a very common practice, especially among the youngest generations. A new product-service system, Reseen, is de- signed to put back into circulation the highest quantity of clothes through reselling, reman- ufacturing, or recycling. In conclusion, focus groups with experts are held to draft a list of future directions to guide further develop- ments of the Reseen project.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/175870