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drakbarryAdvancing Diversity in Men’s Fashion
Social & Sustainable Fashion
Fashion includes everyone
$1.1 Trillion
Size of the fashion industry (2012)
$2.1 Trillion
Size of the fashion industry (2025)
Creating consumer demand
1700sDressmakers &Tailor
a (BRIEF) history of fashion
The Fashion Designer
Image-Copying& Mass Production
Desirability&SEX
Fast Fashion
How do we support demand?
Supporting the current industry
Social reality
Environmental reality
Marketing reality
Call for diversity in women’s fashion
1 in
41%
3 4
6 age
mencases of eating disorders
occur in males
This is significant for a disease that was once attributed
exclusively to females.
would sacrifice a year of life to achieve their
ideal body weight or shape
of men are dissatisfied with their bodiesis when boys start to
experience body image anxiety
1 in
A closer look at the numbers:
womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
1
2
3
4
5
6
7
8
womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
~$773.1 billion
1
2
3
4
5
6
7
8
womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
~$773.1 billion
~$423 billion
1
2
3
4
5
6
7
8
womenswearmenswear
~$638 billion
mar
ket
size
($
USD
bill
ions
)
2014 2018
~$773 billion
~$423 billion
~$572 billion
1
2
3
4
5
6
7
8
womenswearmenswear
mar
ket
size
($
USD
bill
ions
)
2014 2018
1
2
3
4
5
6
7
8 21%
35%
Sustainability through marketing:
Sustainable Marketing = Marketing Well-Being
Current marketing
Consumer Products that “fix”
Decreased well-being
Decreased productivity
Prospective marketing
Consumer Products that “enhance”
Increased well-being
Increased productivity
Prospective marketing
Consumer Products that “enhance”
Increased well-being
Increased productivity
Is fashion “Product Design” or “Service Design”?
Leslie Knope Protocol
But, there’s also a business case for being good
Qualitative Results
Quantitative Results
is a social enterprise that provides men’s fashion & lifestyle brands with:
drakbarry
CONSUMERRESEARCH
STRATEGICPLANNING
CREATIVESERVICES
50%FOR-PROFIT
50%PRO BONO
Methodology
Parker & Pine
Sustainability at Drakbarry
drakbarryAdvancing Diversity in Men’s Fashion
