Últimamente he estado documentándome mucho sobre moda sostenible y me he dado cuenta de que no sólo no tenía ni idea de este concepto, sino que además me queda muchísimo por aprender todavía.
Ya no sólo el sector de la moda, sino también el futuro del planeta van por muy mal camino y hay que hacer algo por cambiarlo. Aunque por el momento vamos a centrarnos en la industria textil, la segunda industria más contaminante después de la del petróleo.
¿Sabías que se necesitan 2700 litros de agua para fabricar una camiseta de algodón convencional y 8000 litros para fabricar unos simples vaqueros? La industria textil es la responsable del 20% de la contaminación de las aguas y también del 10% del total de emisiones de CO2 en el mundo. Además de toda la sobreexplotación de los suelos y la cantidad de pesticidas que se echan a las plantas (de ahí pasan al suelo y sucesivamente al agua, contaminándola así y causando serias enfermedades a las personas que viven al alrededor) y la cantidad de químicos que se utilizan al crear las fibras del tejido.
Podría seguir hablándoos de todos los impactos de la moda en el medio ambiente pero no es el fin principal de este post.
Marcas como Zara o Mango por ejemplo, empezaron hace unos años a hacer campañas y colecciones de moda sostenible. Al principio me pensaba que esto era realmente un gran avance en la moda sostenible, por fin las grandes marcas estaban intentando hacer cambios. Incluso escribía siempre posts sobre sus nuevas colecciones y sobre lo baratas que eran. Pero resulta que era todo Greenwashing. Greenwashing es una estrategia de marketing de las empresas para parecer más ecológicas. El problema es que una empresa con tanto impacto en el sector de la moda y en el medio ambiente, como lo puede ser Zara, es prácticamente imposible que sea sostenible. Es complicado que una prenda sea 100% sostenible y además barata, pues todos los costes que conlleva esa prenda son bastante altos. Una marca de Fast Fashion sería difícilmente sostenible, ya que su interés principal son básicamente las ganancias económicas de dicha empresa. Para ganar más dinero, tienen que gastar lo mínimo (reducir los costes. Por ejemplo en salarios, calidad, etcétera) para poder poner los precios mas bajos ampliando el público objetivo y de esa forma, vender más.
¿Qué es la moda sostenible realmente?
Moda responsable con el medio ambiente y con las personas que trabajan para el sector de la moda. También llamada ‘Slow Fashion’.
Una prenda ecológicamente sostenible podríamos definirla como:
- Una prenda hecha a base de materiales con poco impacto en el medio ambiente o con materiales reciclados.
- Con la que se usan tintes naturales y sin pesticidas, ni ningún otro tipo de tóxicos,
- Que se distribuya de forma que no dañe al medio ambiente.
Una prenda socialmente sostenible sería una prenda que ha sido confeccionada por personas con un salario digno. Hoy en día los salarios de las personas que trabajan en países subdesarrollados son los salarios mínimos, aunque son legales, son demasiado bajos como para poder vivir bien. Esas personas se ven forzadas por ello a trabajar durante horas seguidas sin parar haciendo horas extra (qua a veces no llegan a cobrar) incluso todos los días de la semana.
Una parte muy importante de la moda sostenible es la moda circular. Las prendas que nosotros solemos comprar hoy en día vienen de un sistema lineal. La prenda se confecciona, se vende, se usa y finalmente se tira. Lo que se intenta con la moda circular es conseguir que esa prenda no se tire, si no que se reutilice para, de esta forma, no crear prácticamente ningún tipo de residuo textil. En la moda circular lo que se pretende es darle una nueva vida a la prenda.
¿Cómo puedes ayudar?
Para empezar, os voy a dejar links de distintas tiendas de moda sostenible al final del post para que les echéis un vistazo.
Hay muchas formas de contribuir a la moda sostenible:
- La primera que se me ocurre sería comprar ropa de segunda mano, así en vez de comprar una prenda nueva, le das una nueva vida a otra y encima te sale bastante más barato.
- Otra forma seria regalando la ropa que ya no quieres a gente que sepas que la va a utilizar, nunca tirarla. Si ves que esa prenda ya no vale porque está dañada y no se puede arreglar, recíclala. Existen bastantes contenedores textiles, pero también puedes llevar tu ropa a H&M, por ejemplo. Con tu ropa lo que harán será seleccionarla y ver si se puede reutilizar. Sino, procederán a separar las fibras de dicha prenda para poder crear nuevos materiales y así, poder crear nuevos tejidos. Esto no es Greenwashing. Además llevando tu ropa a H&M recibes un descuento de 5€ para tu próxima compra por cada bolsa de ropa que lleves a los contenedores de la tienda.
- Llevar una vida minimalista también ayuda bastante, no tener mucha ropa y vestir con básicos. Comprar ropa que no pase de moda para que dure más. Normalmente será más fácil y cómodo a la hora de elegir la ropa y no por ello vestirás peor, sino al revés.
- Otra cosa sería intentar comprar ropa que esté compuesta por materiales puros, es decir, que la prenda no esté compuesta por distintos materiales, sino por uno solo. (Por ejemplo: 100% algodón…) de esta forma, resultará mucho más fácil la separación de fibras al final de vida de la prenda y será mucho más fácil poder reutilizarla.
- Planchar la ropa, aunque parezca que no, es altamente contaminante, debido a la cantidad de energía que se gasta. Por ello debemos reducir el uso de la plancha y utilizarla solo cuando sea totalmente necesario.
Por último quería citar a una de las diseñadoras y personas más grandes dentro del mundo de la moda. Vivienne Westwood decía que debemos comprar menos, elegir mejor y hacer que duren más nuestras prendas. Al fin y al cabo las llevamos todos los días y es lo que nos define desde el exterior. Valoremos más nuestra ropa.
“Buy less, choose well, make it last.” – Vivienne Westwood.
Sustainable Fashion: aquí
Stella McCartney: aquí
Song: “So Cold, so Sweet, so Fair” by Clem Beatz.
Photos by Alicia López Creis
I feel like I’m always trying to transmit the same message somehow with my looks.
Fashion is a way of expression. It is a way of showing the people who you are and what you like. There will be a lot of people who say that fashion is just the image you give of yourself to others, and it is true in some way, but you have to keep in mind that your style, your behavior, your way of walking, even your self-confidence will nearly always depend on what you’re wearing. That’s why we shouldn’t have any type of fear of risk, of being yourself.
It is curious how sometimes we let us get influenced by the society and how much we care about others’ opinions. When in real life, the only opinion that’s important is your own.
For me, being original is almost the most important thing. Being yourself, not being the same as the others and having something that defines you. Because we’re not the same and we don’t have the same style either. Fashion is a great way to distinguish yourself from the others. Our clothes should correspond to our own stye and personality.
For these reasons I would encourage you to try new things one day. Don’t be scared, different clothes don’t bite.
This last post of the Marketing-series is going to be a little shorter than the other ones. Today, I’m going to talk about fashion brands.
First, when it comes to defining a brand, we have to keep in mind that the perfect brand is formed from a unique mix of tangible and intangible elements. A brand is created out of a total package including not only garments, retail environment, packaging and advertising but also the meanings, values and associations that consumers ascribe to the brand.
Any brand tries to tack into emotions, because it works. If you want people to remember you (as a brand) and to trust you, you have to make them feel something.
It is also important to know, that the messages, ideas and values of the brand will be expressed through:
- The brand name and logo
- The product
- Packaging and display
- The environment in which it is sold
- Advertising and promotion
- Company reputation and behavior.
So, it is important to spend some time on those things, in order to have a good image.
Brands exist at every level of the fashion industry. This next image shows the fashion segmentation Pyramid and where the different fashion brands belong in.
Here you can see the five stages of the fashion segmentation. At the very end is the Mass Market, which represents the brands that have lower prices but still good designs. Some examples would be Zara, H&M or Mango.
Bridge connects Mass Market to Diffusion. These are brands that are more on the pricier side, but still not as expensive as High-End brands. For example, Massimo Dutti, Coach or Diesel.
Diffusion brands are inspired from Prêt-À-Porter. These brands are more expensive and they usually are made for a younger audience. For example, DKNY by Donna Karan and Marc by Marc Jacobs.
Ready-to-wear brands (also called Prêt-à-porter) follow the idea of creating fashion that is ready to wear. This was of course made to distinguish ‘normal’ clothes from Haute Couture. Some examples would be Chanel or Ralph Lauren.
And now to the last one, which is Couture (or Haute Couture). These are the most expensive but also creative brands. Their quality is the best and the clothes are only made for special occasions. For Example, Ellie Saab, Valentino or Stephane Rolland.
Finally, what is the purpose of branding?
- Tap into values and beliefs
- Create connection
- Generate emotional response
- Provide reassurance (you need to trust the brand)
- Ensure consistency (it should last)
- Build loyalty (to get you into a relationship)
- Add value (to your product, to yourself) and charge premium
I hope you guys liked this post,
All Of Me
The other day I went to one of my favorite restaurants with a very good friend of mine, Ali (who by the way is the main photographer of all my looks). This is the first time that Ali appears on the blog, even though she’s always been by my side, helping me with a lot of posts from the beginning. So I hope you’ll see her more often on the blog. Meanwhile, here’s her Instagram photography account so you can take a look (here).
The restaurant we went to is called La Tagliatella and it’s a franchise of Italian restaurants which are very famous in Spain. They make all types of Italian food; risotto, pasta, pizza… We ordered a pizza and tortellini filled with pumpkin which was amazing. But let me tell you, it is very difficult for something to not be good in La Tagliatella.
The service is usually very good and there’s always a good ambience. I don’t know about other cities in Spain, but you can find La Tagliatella pretty much all over Madrid. I suggest you give it a try (if you haven’t already) and share your thoughts.
See you next week,
I once saw a video of Jerome Jarre (here), a great Viner and also a great person, where he said: “Just imagine: You’re 99 years old and you’re on your deathbed. All of a sudden you have the chance to come back to Right Now. What would you do?”
This is basically what I’ve been thinking about these past few weeks. I realized material things don’t make me as happy as I thought anymore. Clothes, makeup… of course I still like them because they are a part of my passion and what I love, but are those really the things that will help me grow as a person?
And no, I’m not becoming a hippie, bohemia or something like that. I simply want to be able to say when I’m 99 years old that I don’t have to come back to Right Now, because I’ve already lived everything I had to live. So I decided to write a Bucket List with all the experiences I want to live before I die. Like for example, being able to hold in my arms a monkey (that doesn’t bite, of course), to travel a lot all over the world, to make other people happy, to learn how to fly with a paraglider, to be part of a historic moment, to swim with sharks or even to leave a 100€ tip to a friendly waiter. The possibilities are endless.
Those moments are at the end the kind of moments that define our way of seeing our life, but I find more important the things we do everyday. Think carefully about the answer to this question: at this time in your life, in your everyday life, are you happy? If you are, I really am glad you are and, congrats because not everyone achieves happiness. If not, spend some time thinking why not and leave all those things behind because it doesn’t bring anything to your life. And I know what you’re thinking: “but I have to pay the bills somehow” or “no, this is just temporary” but life that really brings you joy isn’t that. Spend some time on the things you love. Reach the point where you have to wake up at six in the morning everyday and you don’t care because you are going to do what you really like. The trick is to love so much the things you do, that you don’t even realize you’re working. And that’s when you really can be good at what you do, when you’re happy. I acknowledge the bravery of some people, that although they still have to pay the bills, they risk leaving everything and do what they love and at the end that’s what helps them develop as a person. They risk changing for a happier future.
I don’t consider myself a coward, on the contrary, pretty brave. But if there’s one thing that really terrifies me, is getting old and regret all the things I didn’t do. Because we only have this one life and we have to live it.
Lately I’ve been looking for places to buy sustainable or recycled fabric and I found this online store called THREAD the other day. Although shops or brands that work with sustainable textiles already exist, I had never seen a fabric store until now, that makes and sells the fabric from recycled materials. I’ll explain you later in other post how recycled materials are made, but meanwhile I’m going to talk to you about Thread.
Thread collects plastic bottles in underdeveloped countries, such as Haiti and Honduras and makes fabrics in a wide variety of colors and finishes made from recycled bottles. The process is as follows: they first collect those bottles from the streets or even landfills. The people that collect them, are people from those countries that don’t have work, so Thread is a good opportunity for them. After that, the plastic bottles are transported to other places for processing.
Then they grind the bottles to create plastic flake. This brings us to the third point of the process, which is to create the yarn. The fibers can be texturized and spun to create the desired textile. Innovation in this case is really important, so that these materials resemble as much as possible the traditional ones.
Finally, the recycled fabric is made from the yarn (woven or knit).
It is a very innovative concept, that I think will change for good the fashion industry if they keep on doing what they’re doing and if their success continues growing. Thread is affordable, the fabrics can cost you pretty much the same as in normal fabric stores (approximately 10$/yard, although it obviously depends on the type of fabric you’re buying), but you have to add the shipping costs to the price. I think it is worthwhile buying them the fabrics, because you know how they make them and where they come from. The only problem regarding the shipping is, that they are still growing and at the moment, they only ship to the USA and Canada. Anyway, I very much hope that this project will be successful, because not only they provide work for people who need it, but also is one of the few that stands up for a positive change in fashion and in the environment.
I encourage you to take a look at their page,
image sources and info: Thread
How to organize your life, stop procrastinating and be more productive?
Recently I’ve been changing my way of living and of working quite a bit. It sounds pretty strong, but it is like that. I get home now and I just don’t spend two hours (literally) with my phone, leave everything for the last moment and study the day before the test. That only made me feel overwhelmed and stressed out day by day. So, I decided I had to change, organize my life and do the things right because I realized I would be happier like that. You always have to be happy, not only during holidays.
Here you have my tips on how to improve your organization and be happier on a daily basis. 🙂
1. Get yourself a calendar
My first tip would be to buy a calendar. I use my agenda to organize each week, for example and then I also have a monthly timetable hung on the wall above my desk, where I write all my assignments and exams down. In this way you have a wider view of all the things you have to do and you can get organized with a larger range of time. If you feel like you need even more organization, you can also buy agendas with a different format to record daily assignments and weekly timetables, whatever works best for you. Try and get everything done a week before you normally do. You’ll have more time to study/work, you’ll learn everything better and you’ll get less overwhelmed. If you don’t feel like buying a calendar, I found a page (click here), where you can download plenty of calendars for free and print them or you can even make them by hand if you wish.
2. Make a plan
Write everything you need to do or everything you want to achieve down every morning, at the start of the day or the night before. You’ll have everyday the goals you want to achieve and you’ll have everything much clearer.
Setting the time you want to spend on each task and trying to do it with that limit is also a great idea to not lose your time. Making little boxes next to our tasks also helps a lot, oddly enough. Whenever you get the work done, you just tick the box. It really works, believe it or not, this will give you encouragement to keep on working. You’ll simply want to keep on doing things to just tick that box. I advise you to start by the easiest things or the things that you like the most to have more things done and feel like you have less things to do.
3. Take breaks
Very few people last hours sitting in front of a desk without getting tired, even if they are very productive. It even has been proven that people work or study much more efficiently doing 30 minutes to 1 hour of work and then taking breaks from 5 to 10 minutes. You can read during those breaks if you want or even watch an episode of a tv show you like if you have time, although I wouldn’t recommend it because this will only take you longer and there’s a chance that you may want to watch another episode and stop studying.
4. Don’t let the phone distract you
The most difficult for me was to not be always with my phone and that was really the biggest problem I had. I used to get home and check out Instagram, Youtube, Netflix or whatever. Everything but study… What I do now is to leave it in another room at home or to switch the cellphone off and I just leave it in a drawer. There are also different apps to control your use of the phone (like for example Moment for iOS and QualityTime for Android, that show statistics of how much you use your phone per day. It is actually pretty impressive, at least in my case). Another app that could help you get to work and focus too is Forest, where you set the time you want to study and meanwhile grows a little digital tree. If you leave the app to check anything else on your phone your tree starts to die. The more digital trees you plant, the more coins you’ll get and after you collect some coins, the app actually plants real trees in real life. This is a good way of not checking the other apps while you work and focus just on what you have to do.
5. Wake up early
Ok, I know what you’re thinking now. “This girl is going crazy”. Well, that’s really the most difficult thing for me too, waking up early. That’s why there are days where I just don’t have the time to get everything done, because I’ve lost the whole morning. I simply like sleeping too much, especially at weekends. But it’s true that waking up early is the best way of get more things done. You may even finish everything you have to do that day before some people are awake and that’s great. But of course, I know how difficult it can be for some people, that’s why I advice you to do it little by little. Wake up 10 minutes earlier than usual, the next day 20 minutes earlier… and so on. You’ll notice a huge difference.
6. Do it as you planned it
I know it’s easy to say but really, if you did all or most of the steps, it’ll be much easier to achieve everything you want to do. You’ll have less things to do because you’ll be better organized and there will be a moment where it won’t take the same effort to do it anymore. Spend less time thinking about doing it and focus on the action.
I hope this has been useful, see you next week,
Photos by Alicia López Creis
I have been waiting this whole month of October for this day to come and it’s finally here! If you follow me on Instagram you’ll know that I’m pretty obsessed with Halloween and that I love everything about it, and of course, I had to do a Halloween inspired look.
Here you have this outfit, with only Halloween colors. A pumpkin orange sweatshirt, that I’m obsessed with which is the comfiest sweatshirt I’ve ever worn. The ankle boots are really elegant but cool at the same time. Besides, they aren’t really high, which is fine too. The denim skirt is old but I still love it. I’m wearing a basic oversized black t-shirt from Asos underneath and some sleeves from Asos too, that I think look great with the whole Halloween look.
I hope you liked it and that you have a great time tonight!
FOLLOWING A CUSTOMER ORIENTED MARKETING STRATEGY AND MARKET SEGMENTATION. HOW TO CREATE A FASHION PRODUCT BASED ON A CUSTOMER?
I’ve already told you in my last Fashion Business post what a Fashion Product is (click here to see it) and now, I’m going to explain you what Fashion Customers are and what they want from us as a brand. Finally, I’m going to show you how to create a Fashion Product based on your Fashion Customer.
Of course, Marketing’s always been about being interested in sells and transactions, but things are a bit different now.
The most important thing when doing a customer oriented Marketing Strategy is to create customer relationships. The customers are giving you their money for your product, but not only for that, they want to be well treated and to feel like you care about them. Let’s look at some examples; Apple. Whenever you enter an Apple Store, the first thing they’ll do is ask your name and they’ll always treat you right and even sometimes, make jokes. You’re not only buying an IPhone or an IPad, you are buying the value, the recognition, the image… They don’t have cashiers any more, the staff is doing it all. Another reason why they always ask your name is to have everyone’s data. To see how are they customers, what they like, etc.
Easy payment is really important too, you have to facilitate it and make it seem like it’s almost invisible. New payment methods, such as PayPal, paying directly through your phone, etc. are a good way of making it simple.
Sellers must search for buyers, identify their needs, design good market offerings, set prices for their products, promote them and store and deliver them. You need to find people that are going to buy your things, you design a proper market and that all depends on what you’re looking for as a brand, as a business. Brands that deliver their products very quickly are also creating that relationship I talked about earlier. You start liking them as a brand, just because they were fast with your shipping. As well as brands or designers that give their products to Bloggers, Influencers, YouTubers so they can try them on, see if they like them and promote them. They are also creating that relationship with their customers. That’s all Marketing right there. “One size fits all” brands like for example Abercrombie&Fitch or Brandy&Melville always seek the same type of customer, people with the same size.
Now, the Marketing Concept or Market Segmentation, what is it? The conditions under which the marketing concept offers the proper guidance to the marketer:
1)Demographic criteria: how old is your customer?…
2)Geographic criteria: where does he live? Where does he normally go?…
3)His lifestyle: what’s his attitude? How does he behave? How does he shop?…
4)Salary: how much does he get paid? How much can he spend?…
5)The way you sell your products: It’s how you’re going to sell your products what’s going to determine your success. Sometimes customers have to learn about new technologies, beliefs and ways of behaving. You just sell whatever, as long as you know how to sell it. For example, the Spinners or the Brick Supreme.
Emotions are normally attached to people. What we do in Marketing is attach emotions to products, that’s why you think about the brand as if it was a person (Karl Lagerfeld, Rihanna x Puma, etc.).
I hope you liked today’s post,
Photos by Alicia López Creis
I’m specially excited to post this because I’ve been wanting to do this look for some time now and I really like how it turned out at the end. I also loved the place where we took the pictures, in fact, it surprised me a lot. I didn’t expect it to be like that.
A white shirt is a basic we all should have in our wardrobes, but above all, the shape of the shirt is essential, you have to love the cut and how it fits you. Once you have it, you can combine it with practically any piece of clothing and it will look like you have put a lot of effort in your outfit, even though the only thing you did, was to add a plain shirt instead of a normal t-shirt. In this case, I wore this white shirt from H&M with a pair of wide-legged beige trousers and my bag and shoes, both in electric blue. I love the contrast and mix of totally neutral colors with a touch of bright colors. I don’t know if you can tell, but the earrings (from Mango) are also in the same color. As soon as I saw them, I thought of Matisse and his distinctive way of doing portraits, that is revolutionizing the world of fashion so much, being at the moment a source of inspiration for so many designers.
I hope you liked it,