Jill Stein

Title: Fashion’s Equivalent of Ozempic: Strategies to Curb the Insatiable and Climate-Destructive Appetite for Fast Fashion Introduction: The rampant overconsumption in the fashion industry parallels the dietary behaviors that have led to the obesity epidemic. Just as excessive consumption of fast food has triggered a public health crisis, the unchecked buying of fast fashion has resulted in an environmental emergency. In the health sector, the development of Ozempic has provided a solution to curb overeating and promote healthier lifestyles. Similarly, the fashion industry urgently needs innovative solutions to reduce overconsumption and mitigate its environmental impact. Research Questions: 1. What factors drive overconsumption in the fashion industry? 2. How do social media and influencers contribute to the overconsumption of fashion items? 3. What strategies can fashion brands implement to reduce overconsumption while maintaining business viability? 4. What sustainable practices can be adopted by the fashion industry to reduce overconsumption? 5. How can government policies support and reward sustainable consumption and production? 6. Should brands be responsible for the entire lifecycle of their products to ensure they do not end up in landfills? Research Objectives: 1. Identify the triggers that lead to overconsumption in fashion. 2. Analyze the role of social media and influencers in promoting overconsumption. 3. Develop a toolkit for fashion brands that includes sustainable practices and consumer engagement strategies. 4. Propose policy recommendations that incentivize sustainable consumption and production. 5. Explore the concept of Extended Producer Responsibility (EPR) and its implications for the fashion industry. 6. Create a prototype or conceptual design of clothing that incorporates sustainable practices identified through the research. Methodology: • Literature Review: Conduct a comprehensive review of existing literature on consumer behavior, overconsumption, and sustainable practices in fashion. • Focus Groups: Utilize the grant to conduct focus groups to gather qualitative data on consumer attitudes towards fashion consumption and sustainability. • Surveys and Interviews: Distribute surveys and conduct interviews with consumers, influencers, and industry experts to gain insights into the drivers of overconsumption and the impact of social media. • Case Studies: Analyze successful case studies of brands that have implemented sustainable practices and EPR policies. • Design Experimentation: Based on the findings, create a prototype or conceptual design of a piece of clothing that embodies the sustainable practices identified. Industry Embedded Approach: This research will adopt an industry-embedded PhD model, allowing for collaboration with a fashion brand or conglomerate (e.g., LVMH). This partnership will ensure that the industry directly benefits from the research insights and knowledge generated. The research will focus on topics relevant to the industry partner, with the work product being owned by them, fostering a mutually beneficial relationship. Deliverables: 1. Toolkit for Sustainable Practices: A practical guide for fashion brands to implement strategies that curb overconsumption and promote sustainability. 2. Policy Recommendations: A set of policy proposals to encourage sustainable consumption and production, including potential government incentives and kickbacks. 3. Research Publications: Written research papers detailing the findings and recommendations. 4. Focus Group Report: A comprehensive report on the findings from the focus groups conducted, providing insights into consumer behavior and attitudes. 5. Documentaries: Short documentaries showcasing the research process, focus group discussions, and implementation of sustainable practices in the fashion industry. 6. Prototype Design: A conceptual piece of clothing that integrates the sustainable practices identified through the research. New Knowledge Contribution: This research will create new knowledge by: 1. Identifying and understanding the triggers that lead to overconsumption in the fashion industry. 2. Developing and testing strategies that can effectively reduce overconsumption while maintaining industry viability. 3. Proposing actionable policy recommendations that support sustainable consumption and production. 4. Exploring the feasibility and impact of Extended Producer Responsibility in the fashion industry. 5. Providing a comprehensive toolkit for fashion brands to implement sustainable practices and engage consumers in meaningful ways. 6. Demonstrating sustainable practices through the creation of a prototype or conceptual design. Conclusion: This research aims to address the urgent need for sustainable consumption practices in the fashion industry by understanding the drivers of overconsumption. By partnering with industry stakeholders and developing practical solutions, this study seeks to contribute to a more sustainable and responsible fashion industry, ensuring that both brands and consumers make environmentally conscious choices. The incorporation of a design component will provide tangible evidence of sustainable practices and inspire further innovation in the industry. Title: Phy-gital Fashion: Defining a Healthy Alchemy Between Digital and Physical Worlds Introduction: Phy-gital fashion, the convergence of physical and digital experiences, is transforming how brands and consumers interact. While this integration offers innovative consumer engagement methods, it raises concerns about the optimal balance between digital and physical experiences. Recent recommendations by the U.S. Surgeon General for social media platforms to carry mental health warning labels highlight the potential risks associated with excessive digital interaction. This research aims to explore the healthy alchemy between these worlds to ensure sustainable and socially responsible practices. Research Questions: 1. What is the current landscape of phy-gital fashion in terms of consumer engagement and industry practices? 2. How does excessive digital interaction impact consumers' mental and physical health within the context of fashion? 3. What are the benefits and limitations of digital fashion experiences for both consumers and brands? 4. How can the fashion industry establish a healthy balance between digital and physical interactions? Methodology: This research will employ a mixed-methods approach, including: • Literature Review: Comprehensive analysis of existing studies on digital consumption, mental health, and phy-gital fashion trends, including recent recommendations by the U.S. Surgeon General on social media's impact on mental health. • Surveys and Focus Groups: Collecting qualitative and quantitative data from consumers and industry professionals to understand their experiences and perspectives on phy-gital fashion. • Case Studies: Examination of successful phy-gital fashion campaigns and their impact on consumer behavior and well-being. • Interviews with Psychologists/Counselors: Gaining insights from mental health professionals to understand the cognitive and psychological effects of digital interactions in fashion. • Interviews with Local Fashion Designers: Gathering firsthand opinions from designers on how phy-gital fashion impacts their creativity and work. • Industry Collaboration: Partnering with a fashion brand to implement and test strategies for achieving a healthy balance between digital and physical interactions. Practice-Based Research: Aligned with the generative Practice PhD framework at RMIT, this research will focus on producing actionable insights and practical solutions for the fashion industry. The emphasis will be on generating new knowledge and best practices for integrating digital and physical fashion experiences in a way that promotes consumer well-being. Expected Contributions: 1. Guidelines for Healthy Digital Engagement: Development of best practice guidelines for fashion brands to balance digital and physical interactions with consumers. 2. Impact Analysis: Detailed analysis of how digital interactions in fashion affect consumer health and behavior, considering recommendations for mental health warning labels on social media. 3. Innovative Strategies: Creation of innovative strategies for fashion brands to enhance consumer engagement while ensuring a healthy balance. 4. Toolkit for Industry Use: A practical toolkit for fashion brands to implement the research findings, ensuring sustainable and healthy digital engagement practices. Deliverables: 1. Comprehensive Written Report: Detailing the research findings, guidelines, and recommendations. 2. Case Studies: Showcasing successful integration of phy-gital fashion. 3. Documentation: Surveys, focus groups, and industry partnership outcomes. 4. Multimedia Presentations: Short documentaries illustrating the research process and key insights. 5. Practical Toolkit: For fashion brands to implement findings and maintain a healthy digital-physical balance. Conclusion: This research aims to create new knowledge that will significantly advance our understanding of phy-gital fashion and contribute to more sustainable and health-conscious industry practices. By exploring the intersection of digital and physical worlds, this study will help define a healthy alchemy that benefits both consumers and the fashion industry.