Secondary Source Reports #2

Source 4: Labrague, Michelle. “Patagonia, A Case Study in the Historical Development of Slow Thinking.” Journal of Design History, vol. 30, no. 2, May 2017, pp. 175–91. academic.oup.com, doi:10.1093/jdh/epw050.

Thesis 4: “Slow design’s combining of design thinking and practice with activism and environmental concerns has roots in these previous developments. Design researcher Alistair Fuad-Luke has stated that ‘slow acts as a way of reframing eco and sustainable design’ within current design debates. Therefore, slow marks shifting values and meanings of sustainability and expands already existing histories. This article builds on Fuad-Luke’s argument by using slow as a framework for sustainability. Slow cultural practices are underpinned by an ethical outlook, which opens them to further exploration. (176)”

Restatement: As slow thinking shifts environmentalism and increases ways of thinking about sustainability, Patagonia’s catalogue is a prime example of how slow design can create conversations about the relationship between green thinking and commercialism.

Structure 4: The article is divided into three sections: analysis of Patagonia’s catalogue in relation to slow thinking, Patagonia’s relationship with fashion, and Patagonia’s design process as an ideological distribution network (177).

In the first section, Labrague dives into the history behind the brand’s logo and relates it to “deep green” movement, tying together the brand’s identity with slow thinking ideology as they expose their consumer to the beauty of nature. In the second, she states, “durability is prized and fashion is positioned as an entity separate from Patagonia performance-wear. (183)” Patagonia detaches itself from the fashion world by placing its garments’ utilitarianism above all and works to create a perfect product. The third section notes Patagonia’s asceticism and dedication to their ideology of reducing environmental impacts. It “betrays” deep green thinking by allow itself to coexist with nature rather than bending to nature’s will (187).

Strategies 4: How I viewed the three categories was: story, relation to modern examples, and ideologies. I enjoyed learning the history of Patagonia as well as the history in symbols behind their logo. This seems like a powerful hook that appeals to many people. The transition into “how does this relate to fashion” and design definitely would not have been as smooth without the previous section. I think I’d want to lead off my project with some interesting information about the brand before diving into their works and effects. This would allow the audience to get a quick grasp of Patagonia’s values.

Source 5: Dabija, Dan-Cristian. “Enhancing Green Loyalty towards Apparel Retail Stores: A Cross-Generational Analysis on an Emerging Market.” Journal of Open Innovation: Technology, Market, and Complexity, vol. 4, no. 1, Mar. 2018, p. 8. Springer Link, doi:10.1186/s40852-018-0090-7.

Thesis 5:

“In this context, consistent integration of good practices related to environmental protection and the preservation of resources with market-targeting and development strategies for the implementation of environmental protection measures, activities and actions within daily operations has become a pressing matter for modern companies. (2)”

In current times, environmentalism and sustainability practices are sought after qualities by consumers which forces companies to account for these issues in daily operations.

Structure 5:

The article is divided into a literature review and method analysis. In its lit. review, the piece talks about problem of wanting to be environmentally friendly and satisfying demand from consumers. Other issues raised are costs of production and reduction of financial income. It points towards several examples of fashion brands that have introduced green initiatives and analysis that shows that modern consumers tie brand loyalty with sustainability. They utilized thousands of surveys in order to conclude that the youngest generation of consumer care most about the green movement, Gen Xers less, and Baby Boomers only caring most about brands with clear missions tied to their practices.

Strategies 5:

  1. I enjoyed their use of generational theory in addressing how different generational groups of consumers approach the green movement.
  2. Their narrow scope on the market of Romania is an interesting approach.

Secondary Source Reports

Source 1: Gurova, Olga, and Daria Morozova. “A Critical Approach to Sustainable Fashion: Practices of Clothing Designers in the Kallio Neighborhood of Helsinki.” Journal of Consumer Culture, vol. 18, no. 3, Aug. 2018, pp. 397–413, doi:10.1177/1469540516668227.

Thesis: “The emergence of designers who follow the concept of sustainability is connected to a wider urban regeneration, given that their studios are located in a district of the city of Helsinki – a former working-class area called Kallio – populated by young creatives. The main questions addressed in this article are how do clothing designers and seamstresses in Kallio practice sustainable fashion, what challenges do they face, and how do they interpret these challenges (398).”

Restatement: There is a new wave of sustainable fashion designers in Helsinki, predominantly made by urban, young creatives. What are the challenges they face and how do they interpret these challenges?

Structure 1: Following an abstract and introduction, Gurova and Morozova introduces a literature review which consists of various ways the fashion industry is fighting against waste (399). The review focuses on “social and institutional issues” and the authors continue to provide a critical approach in the next section (399). For methodology, they conducted interviews on seamstresses and designers within the region, observed their practices, and produced a film on their findings (401). In their conclusion, they found that sustainable fashion can either be a marketing gimmick or an honest passion from younger creatives, however, by choosing to take part in production, they are not truly working towards a green cause (410).

Strategies: Bring in sociological approaches, narrow on one specific group, address typical concerns about issue.

Source 2: Bosco, Mary-Clare. “From Yosemite to a Global Market: How Patagonia, Inc. has Created an Environmentally Sustainable and Socially
Equitable Model of Supply-Chain Management”. Pomona Senior Theses, 2017. MDPI, http://scholarship.claremont.edu/pomona_theses/178.

Thesis 2: “The effects of Patagonia’s responsible commitment to the environment have seeped into all aspects of their corporate structure. This dedication to the precious natural lands of our planet, coupled with the company’s honest, trustworthy business practices have contributed to its positive reputation amongst consumers, which in turn gave Patagonia the sales success and influence across market sectors that it has today (4).

Restatement: Through Patagonia’s environmental dedication and green corporate policies, their message of sustainability has influenced younger creatives and a new wave of fashion.

Structure 2: It is a senior thesis. Their structure is: Abstract, Introduction, Definition and History, Differences between other brands, Corporate structure, Environmental psychology and consumer behaviors, and conclusions.

Strategies 2: While I think providing a multipage history of the brand was a bit overkill, I enjoyed learning a small part of it to see how it relates to the whole. I think her analysis of Patagonia’s business model and supply chain is very interesting. The dive into sociology and consumer behavior is definitely something I want to utilize in my project.

Source 3: Shen, Bin. “Sustainable Fashion Supply Chain: Lessons from H&M.” Sustainability, vol. 6, no. 9, Sep. 2014, pp.6236-6249, doi:10.3390/su6096236.

Thesis 3: “As a famous global brand, H&M is sufficiently representative to examine the sustainable fashion supply chain. Our objectives in this paper are: (1) to identify the structure of sustainable fashion supply chain; (2) based on the structure, to investigate the sustainable operations at H&M; (3) to discuss the lessons of H&M’s sustainable fashion supply chain from the country perspective (6237).”

Restatement: H&M’s model allows us to examine it through the lens of sustainability. In this paper, we will identify its’ supply chain structure, investigate the sustainable operations at H&M, and discuss it from the country perspective.

Structure 3: The structure is similar to the first article. Intro, Lit Review, Data, Conclusion. Shen’s data utilize a sustainable society index to uncover its conclusion that H&M primarily serves human wellbeing and economic wellbeing over environmental wellbeing (6242-6246).

Strategies 3: While it would be easier to do a captivating story, I still want to incorporate some type of data into my project. I think I want to visualize the data they freely provided in their 2017 corporate report.