Abstract
La comunicación es fundamental para conseguir dar alcance y valor a la sostenibilidad y a las cuestiones relacionadas con la misma en relación a la industria de la moda. Una comunicación eficiente en clave sostenible en esta área es fundamental y, para llevarse a cabo, puede tomar como modelo la experiencia en otros ámbitos con una trayectoria más larga, como puede ser la Ecología. De esta manera y en relación a la Ecología, se toma el concepto de "especie emblemática/carismática" que se traslada y aplica a un ámbito completamente diferente como es el de la moda. En este sentido, proponer una acción carismática relacionada con la moda podría beneficiar a los problemas de sostenibilidad a los que se enfrenta esta industria, como el consumo excesivo, que repercute de manera directa en la generación de residuos y la utilización de recursos naturales básicos, como puede ser el agua. En el presente trabajo desarrollamos el concepto de acciones carismáticas en el contexto de la moda poniendo el foco en la importancia de aplicar indicadores clave de rendimiento (KPI) con el objetivo de medir el impacto de las decisiones tomadas por la industria y los consumidores que pueden tener un impacto positivo o negativo en términos de sostenibilidad. Para ello se emplea una herramienta digital desarrollada dentro del proyecto SFES que, a partir de la comunicación de pequeñas decisiones producidas por la acción carismática, muestran cómo pueden tener un efecto significativo sobre la sostenibilidad en la industria de la moda. Los resultados preliminares apuntan a que alargar la vida de nuestras prendas es una de las mejores estrategias para garantizar el futuro a las generaciones venideras. Esta ha sido una de las bases del proyecto SFES (Sustainable Fashion Employability Skills), financiado por la Unión Europea. Se trata de un proyecto multidisciplinar del que forman parte 17 profesores y profesoras procedentes de cinco universidades en cuatro países (Glasgow Caledonian University, Centro Universitario Villanueva, Universitat Politècnica de València, Universidade da Madeira, EDHEC Business School) y dos partners industriales (Tendam Global Retail Group y Harris Tweed Hebrides). Entre los resultados del proyecto se encuentran dos documentos, El “White Paper” y el “Toolkit”, que recogen el trabajo realizado y proponen acciones en aras de la sostenibilidad y la comunicación relacionadas con la industria de la moda.
Communication is fundamental to achieving both the reach and value of sustainability and related issues in the fashion industry. Effective communication with a focus on sustainability in this area is crucial and can be modeled after experiences in other fields with a longer trajectory, such as Ecology. In this sense, the concept of the "flagship/charismatic species" from Ecology is adapted and applied to a completely different field: fashion.
Proposing a charismatic action related to fashion could address the sustainability challenges faced by this industry, such as overconsumption, which directly contributes to waste generation and the use of essential natural resources like water. In this study, we develop the concept of charismatic actions in the context of fashion, emphasizing the importance of applying Key Performance Indicators (KPIs) to measure the impact of decisions made by the industry and consumers that may positively or negatively affect sustainability.
To achieve this, a digital tool developed as part of the SFES (Sustainable Fashion Employability Skills) project is employed. This tool demonstrates how small decisions driven by a charismatic action can have a significant effect on sustainability in the fashion industry. Preliminary results suggest that extending the lifespan of our garments is one of the best strategies to ensure a sustainable future for upcoming generations.
This principle forms one of the cornerstones of the SFES project, funded by the European Union. It is a multidisciplinary project involving 17 professors from five universities across four countries (Glasgow Caledonian University, Centro Universitario Villanueva, Universitat Politècnica de València, Universidade da Madeira, EDHEC Business School) and two industrial partners (Tendam Global Retail Group and Harris Tweed Hebrides).
Among the project’s outcomes are two key documents: the "White Paper" and the "Toolkit," which compile the work carried out and propose actions aimed at enhancing sustainability and communication within the fashion industry.
Communication is fundamental to achieving both the reach and value of sustainability and related issues in the fashion industry. Effective communication with a focus on sustainability in this area is crucial and can be modeled after experiences in other fields with a longer trajectory, such as Ecology. In this sense, the concept of the "flagship/charismatic species" from Ecology is adapted and applied to a completely different field: fashion.
Proposing a charismatic action related to fashion could address the sustainability challenges faced by this industry, such as overconsumption, which directly contributes to waste generation and the use of essential natural resources like water. In this study, we develop the concept of charismatic actions in the context of fashion, emphasizing the importance of applying Key Performance Indicators (KPIs) to measure the impact of decisions made by the industry and consumers that may positively or negatively affect sustainability.
To achieve this, a digital tool developed as part of the SFES (Sustainable Fashion Employability Skills) project is employed. This tool demonstrates how small decisions driven by a charismatic action can have a significant effect on sustainability in the fashion industry. Preliminary results suggest that extending the lifespan of our garments is one of the best strategies to ensure a sustainable future for upcoming generations.
This principle forms one of the cornerstones of the SFES project, funded by the European Union. It is a multidisciplinary project involving 17 professors from five universities across four countries (Glasgow Caledonian University, Centro Universitario Villanueva, Universitat Politècnica de València, Universidade da Madeira, EDHEC Business School) and two industrial partners (Tendam Global Retail Group and Harris Tweed Hebrides).
Among the project’s outcomes are two key documents: the "White Paper" and the "Toolkit," which compile the work carried out and propose actions aimed at enhancing sustainability and communication within the fashion industry.
Translated title of the contribution | Communication and Sustainability. The effect of charismatic actions in the fashion industry |
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Original language | Spanish |
Pages | 118-118 |
Number of pages | 1 |
Publication status | Published - 31 May 2024 |
Event | IX Congreso Internacional de la AE-IC: Communicacion & Innovacion sostenible - Universidad de Murcia, Murcia, Spain Duration: 28 May 2024 → 31 May 2024 Conference number: IX https://aeicmurcia2024.org/ |
Conference
Conference | IX Congreso Internacional de la AE-IC: Communicacion & Innovacion sostenible |
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Country/Territory | Spain |
City | Murcia |
Period | 28/05/24 → 31/05/24 |
Internet address |
Keywords
- communication
- sustainability
- fashion
- charismatic actions