30 May '12, 8pm

Generation Y wants the fashion industry to "cut the crap" and make sustainability an easy choice

The challenge is to make ‘common sense’ more common, said one representative from the Bocconi School of Management in Milan. “In today’s consumer society, we can’t make people buy less, but we can make people buy smart —products that last and can be taken care of.” If brands are to make loyal customers of millennials, she added, they need to tap into their sense of community. “As a brand, you want to be part of that community by providing the consumers information about you; to allow the consumers to grow with you and to make them loyal to you,” she said. “So we demand that create memories and not junk.” REVEAL THE TOTAL COST, NOT JUST THE PRICE Consumers have the right to know the total cost of garment instead of only its price. “What about the human cost?” asked a student from Copenhagen School of Design and Technology . “What about the environmental cost, both in produc...

Full article: http://www.ecouterre.com/7-youth-fashion-summit-demands-f...

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