Chapter 8

Fashion Marketing Environment

Ethics

In the Fashion industry, laws are set by the government to be followed by so the workers are paid fairly and treated well and rights of consumers. Lately, there is a big issue about the this legal matter, as one of the biggest company Sports Direct has been in news lately about these topics. Dispatches Channel 4 has investigated Sports Direct, the truth behind the discounted shops. I found the documentary which I attached below:

After this has been aired, even politician such as Edward Miliband raised awareness in the his labour party speech that he would banish the 0 hours contract as it is a 'Victorian style practices in a 21st century which is wrong". He would change these into permanent contracts for workers who work the same hours each week. This ensure the employees for a job security and the conditions would be much better if there is a contract.

On dispatches, another point that has been highlighted was misleading a consumer is morally wrong and it is against the law to misconception a consumer's thinking before purchasing a product. Sport Direct deliberately swaps there price tag that shows RRP price and the discounted price. There was an example on a hidden camera that a New product of Nike trainers has been launched on the same day a woman wanted to purchase them, however in her surprise it was already on sale. There is a written law that a new product should be on the shelf within 28 days before changing and discounting the price. In my opinion, Sport Direct are originally selling the products on a discounted prices however labelling them with the original RRP with a massive cross and replacing it with a huge discount. Consumers would think that they are getting a bargain. Also, the psychology of retail consumer behaviour, people are more likely to spend on products that are unnecessary because they are cheap.

Law

There are recent news about Versace ripping off a London designer called Kesh. Kesh designed a shirt for American Apparel back in 2013 which Cara Delevingne and Jourdan Dunn both worn after the release of 'Face le New'. She sold her t shirts for £50 on American Apparel.  In March 2015, Versace is seen with a similar styles, silhouettes and colour palette on the selfridges website asking price £440 for a t shirt. Kesh plans to legally pursue this issue as this is plagiarism.

In my opinion, I think she had every right to sue Versace, even though it is a well know fashion brand.  This is because an artist design should not be ignored and uncredited for, especially all that work and research and development for making that shirt for nothing.