Read on Twitter
Ok #SustainableFashion Twitter, I've held off on this one, but what are our thoughts on the #LostStock Boxes?
For me, the concept is good (although obviously horrendous that it's needed) - the PR framing of its success is not so good.
THREAD
For me, the concept is good (although obviously horrendous that it's needed) - the PR framing of its success is not so good.
THREAD
Earlier this week @telegraph framed it as a "way for us to finally feel good about fast fashion", and today @guardian are framing it as "buying a present for your future self"
https://www.theguardian.com/fashion/2020/may/30/lost-stock-its-like-buying-your-future-self-a-present
Why are we glorifying fashion consumerism here??
https://www.theguardian.com/fashion/2020/may/30/lost-stock-its-like-buying-your-future-self-a-present
Why are we glorifying fashion consumerism here??
There's good transparency around how much is donated - the brand behind #LostStock is purchasing stock directly from manufacturers, and according to the Guardian article, over a third of the cost of each box (37%), almost ÂŁ13, is directly donated to the Sajida Foundation
So as a short-term response to #FastFashion brands cancelling orders, it seems to have been very effective. Over 68,000 boxes sold in two weeks.
I know we're all craving good news stories right now, but am I the only one who thinks this maybe shouldn't be it?
I know we're all craving good news stories right now, but am I the only one who thinks this maybe shouldn't be it?
The media articles I've read which celebrate the sales figures of these boxes are glossing over the reason why they exist in the first place - which lets the #FastFashion brands off the hook.
Yet again, it's framing charitable donations as the solution to a problem caused by a fundamentally broken system. This is a short term sticking plaster, not the real, meaningful change we need. Where's the accountability for the brands that caused this mess?
It's also making consumers feel good about #FastFashion - a message we should absolutely NOT be pushing. The #LostStock website is very focused on why the boxes exist, but the media reports, not so much.
And finally, the cynic in me is left wondering, how long after lockdown before one of the #FastFashion parasites drops an 'exciting new mystery box' because, according to fashion media, it's the 'hot new way' to shop for clothes?
As a marketer I get that good PR stories are linked to sales, so for #LostStock to make more impact they need this kind of media attention. But perhaps we also need to make space for a wider conversation about the media's responsibility to help tackle the problems in fashion?
