At Shirahime, we have worked quite extensively over the last few months on the development of fashion industry scenarios beyond the 2020 time frame, going as far as 2045.
We mentioned for example Shell as one that used this approach to suit their own goals.
Siemens' 'Future Life' video, as presented the The Crystal in London.
A much more interesting approach, and very insightful in terms of methodology, but also how tangible the results are presented, is Siemens’ work on Future Cities
The fashion industry, nearly like no other, has gone through dramatic changes in the last 20, 30 years. Indeed it finds itself in the present at a crossroad. Resource scarcity is triggering shifts in business models and supply-chains; waste is the new resource; customers are the sales channel of the future; and legislation is becoming ever more stringent. The fact though is: if looking back at predictions of the 1950 and 1960, or even earlier (physical artefacts not considered), the reality we live in compares best to the predictions that were considered ‘totally crazy’ in their time.
In the fashion industry we’re very taken to ‘trend’: the colours, cuts, styles, fabrics of the next couple of seasons or so. Yet few venture to think about how their very own industry will look like in, say, 2020 or beyond. Resting the case for the importance of building scenarios of the long-term future.
China is the set to be the next big consumer market. Brands and retailers – hoping in this way for a few more loops of ongoing growth without reconsidering their business model – are scrambling to get their foot down in the country. The most exclusive retail addresses in Shanghai, Bejing, Hong Kong and many other metropolitan areas sell out in record time and at record prices.
Despite the increased availability of sustainability communications experts, an organisation like Unilever, highly committed to change consumer behaviour, only last year, declared that “sustainability marketing is our biggest challenge”. What are these hard challenges the Unilevers of this world are talking about?
2045: scenarios for the textile and fashion industry: How will the industry look like in 5, 10 and 30 years time? Scenarios offer research-based insights, and potentially can show how realistic a world is, that looks rather quite different from what we're used to. What if Asia become today's Europe? What if we did not buy to own? What if everyone was a maker?
If there is an area of fashion that is truly pushing the boundaries of what is technically and style-wise possible, then it is Haut Couture.
In January 2013 2 pieces among Iris van Harpenr’s 11-piece collection at Voltage show attracted the interested of fashionistas as much as product techies: The first ever wearable dresses created through a 3D printing process.
After 10 years in the make, CETI, the European Centre for Innovative Textiles, was finally inaugurated in October 2012. The aim of the research centre is to give the textile industry a platform to research and prototype innovative textiles that can be used in sectors like: Medical, Sport & Leisure, Hygiene, and Protection sectors representing 25% of technical textile manufacturing industry; building and civil engineering that account for 10% of the production; transport making 26% of the market volume (and 15% of the market value) of technical textiles.
With the end of the year upon us, we tend to think of the past year and what the upcoming one holds for us.
With H&M recently announcing the launch of a new clothes takes-back and recycling scheme – accepting clothes from any brand, and in any condition – starting from January 2013 at stores in 48 countries, I am prompted to look at other interesting consumer engagement campaigns we have seen in the past few months and years.
Fashion Futures has analysed the fashion industry and come up with 4 scenarios for 2025. Opnuu, a UK start up, plans to commercialise clothing rental - outlined already in the Community Couture scenario.
