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Ok #SustainableFashion Twitter, I& #39;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& #39;s needed) - the PR framing of its success is not so good.
THREAD
https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index">
For me, the concept is good (although obviously horrendous that it& #39;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">https://www.theguardian.com/fashion/2... are we glorifying fashion consumerism here??https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index">
https://www.theguardian.com/fashion/2020/may/30/lost-stock-its-like-buying-your-future-self-a-present
Why">https://www.theguardian.com/fashion/2... are we glorifying fashion consumerism here??
There& #39;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 £13, is directly donated to the Sajida Foundation https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index">
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& #39;re all craving good news stories right now, but am I the only one who thinks this maybe shouldn& #39;t be it?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index">
I know we& #39;re all craving good news stories right now, but am I the only one who thinks this maybe shouldn& #39;t be it?
The media articles I& #39;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. https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index">
Yet again, it& #39;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& #39;s the accountability for the brands that caused this mess? https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index">
It& #39;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. https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index">
And finally, the cynic in me is left wondering, how long after lockdown before one of the #FastFashion parasites drops an & #39;exciting new mystery box& #39; because, according to fashion media, it& #39;s the & #39;hot new way& #39; 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& #39;s responsibility to help tackle the problems in fashion?
