Socially Conscious Fashion and Sustainable Luxury
The focus of the British School of Fashion collection is on socially conscious fashion and sustainable luxury, topics in line with the Common Good curriculum of the undergraduate and postgraduate courses offered at the British School of Fashion, reflecting our faculty’s research, consultancy and teaching. Topics focus on strategic innovators and disruptors and the businesses and brands analyzed range from charity sector retailers and small social enterprises to global luxury players.
Fashion technology has the potential to transform supply chain management. The Undressing the Supply Chain the Case for Blockchain
examines how fashion and luxury businesses are creating competitive advantage using five key factors: transparency, security, privacy, speed, and trust as a means for reassuring consumers about product integrity, quality, and sustainability credentials.
The case of the eponymous fashion label Stella McCartney
traces the growth of the company through product developments and collaborative ventures, highlighting Stella McCartney OBE as a sustainability champion who has become increasingly vocal about fashion’s environmental impact.
Established in 2009, Mary’s Living & Giving Shop for Save the Children is a philosophy gifted to the children’s charity Save the Children by retail expert, Mary Portas. The case
examines how by adopting a traditionally private sector approach STC implemented a retail strategy for selling premium brands, and created a new type of audience: consumer, donor, and volunteer.
Launched in 2001 Richard Mille Watches eponymous luxury watch brand entered a competitive market without the established brand heritage of the major players. The case
allows students to investigate and evaluate aspects of luxury brand management and to critically analyze the significance of heritage to luxury brands.
Shanghai Tang aimed to be the first Chinese luxury brand basing its design and marketing on cultural heritage to appeal to the growing Chinese fashion consumer market. The case
explores the dynamic nature of international marketing, the importance of understanding consumer behavior, and the difficulty of repositioning in a global luxury market.
Patagonia was founded as a performancewear brand for adventurous spirits who enjoy nature and respect the environment. The case
analyses their marketing, advertising, and retailing activities, including the famous 2011 “Don’t buy this jacket” Black Friday campaign.