Fashion is a bit of as passion for me. But more recently it feels all too like a guilty pleasure… So was with a quite personal interest that I watched a great talk recently hosted by Mike Barry (ex M&S Director of Sustainability) about #sustainability and #innovation in #fashion.
On the panel were Bert von Son from MUD jeans, Tom Kay from outdoorsy wear brand Finisterre, and Victoria Prew who started HURR, the fashion rental platform currently collaborating with Selfridges…
Fascinating to listen to these passionate founders talking about some of the things we at MB&a have been also thinking about recently:
1. Brands / businesses can make a real difference: “Don't underestimate your ability to effect change. Go ahead and shake things up!”
2. Create something that people want to be part of… a community, your own ecosystem of people with #sharedvalues – these may be customers, colleagues, suppliers and other partners
3. Accept as a wonderful gift, the shared passion and interest in getting to change / other people's desire to jump on the change you're making – from buying your product or service to sharing new ideas and innovations… Welcome participation however it comes, don’t try to be too prescriptive: “That’s just arrogance!”
4. Recognise you’re asking people (often both inside and outside your organisation) to change… There are some useful learnings from #BehaviouralScience, like stay positive (don’t shame), encourage and incentivise, normalise… We at MB&a talk about achieving #purposefultransformation via #RealDeepChange
5. And remember that trying to be one of the good guys doesn’t let you off the hook in terms of product / service / operational excellence – they’re expected non-negotiables!
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