You are a marketing consultant and a renowned expert in consumer behaviour. You have
been engaged by ASOS to assist them with the launch of the new Circular Fashion
Collection in the UK in 2020. This collection includes 29 consciously created pieces of
clothing and accessories that meet the brand’s commitment at the Copenhagen Fashion
Summit in 2018 to train all designers in circular design by 2020.
This collection offers on-trend clothing and accessories that have been made according to
“industry-leading circularity principles”. The brand explains by sharing the eight ecoconscious design principles that were used to create the new collection:
- Zero-Waste Design: Using zero-waste design pattern-cutting methods to ensure
we’re using all the fabric in the most efficient way as possible, so nothing goes to
waste. - Minimised Waste: Using design methods and manufacturing techniques that
minimise waste. - Recycled Input: Selecting materials with a recycled input to lower the impact of
our materials and to drive uptake of recycled materials within the fashion
industry. - Durability: Selecting materials and using construction methods that will allow the
product to endure wear and care, so you can love your products for longer. - Versatility: Designing products that can adapt to trend and purpose and can be
styled in multiple ways. - Mono-Material: Using the same recyclable material throughout the product. This
means designing the product so that its main fabrications can be easily recycled
when you’re done with it. - Disassembly: Designing products that can be easily taken apart at the end of
their life, which makes it easier to reuse or recycle. - Upcycle: Using design techniques and product modifications to remanufacture
and upcycle something old into something new.
(Popsugar.co.uk 2020)
The Market
Apparel and footwear in the UK faces more challenging times with slowing consumer
spending on clothing, growing by only 0.8% in 2019 to reach £59.3 billion, as clothing sales
