Title: Sustainability, Aesthetics, and Value Proposals and Practices of Colombian Slow Fashion Brands
Stream: Design and Local Industries
Presentation Type: Oral Presentation
Authors:
Daniela Ordoñez Suárez, Universidad Industrial de Santander, Colombia
Miguel Enrique Higuera Marin, Universidad Industrial de Santander, Colombia
Carolina Raigosa Díaz, Unidades Tecnológicas de Santander, Colombia
Abstract:
The Slow Fashion model emerged as a sustainable approach in the fashion industry through characteristics like localism, equity, authenticity, exclusivity, and functionality. The objective of this study was to identify proposals, and practices of Colombian brands, in terms of brand identity, aesthetics and timelessness, sustainability, and communication strategies. For this purpose, we chose a qualitative approach by observation and analysis of the information that brands provide on their social networks and official websites. The study included 38 Colombian slow fashion brands of women's casual-wear clothing, and whose prices do not exceed US$90.The results include aesthetic proposals inspired by visual elements of the country's flagship cities, as well as the construction of a style brand identity through artistic expressions and collaborations with Colombian illustrators for their prints. Aesthetics meets social sustainability by applying manual and artisanal techniques together with indigenous and artisan communities, and mothers who are heads of households. Also, these strategies provide a timeless character due to their cultural recognition. On the other hand, environmental sustainability is approached from technical factors such as the material, and the management and use of textile waste. Overall, this study allowed us to identify the diversity of approaches influenced by the sociocultural context of the brands, in addition to visualizing opportunities for the intervention of the design discipline in the strategies for communication of the value proposition. Further research could analyze local consumers' perceptions, needs, and criteria to opt for purchasing Slow Fashion brands.
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