Alana James

Assistant Professor in Fashion
School of Textiles and Design
Heriot-Watt University

Dr Alana James is an Assistant Professor in Fashion in the School of Textiles and Design, Heriot-Watt University, Galashiels. She has been with the school for over two years during which she has also lead the BA (Hons) Fashion programme.

A fashion designer and maker, Alana teaches widely across undergraduate and postgraduate programmes at Heriot Watt implementing her knowledge of the socially responsible fashion to the design process.

Alana’s research and recent PhD looks at ethical fashion and the vital relationship between consumers and retailers during the fashion purchasing process. Her research has meant she has worked with many Corporate Social Responsibility (CSR) departments for leading fashion retailers. She has presented research at various events in the UK, Asia and North America, spanning academic and industry based events.

Abstract

Fashion’s uncertain future: sustainability

The development of the fast fashion business model has brought a series of social and environmental compromises in the clothing supply chain. This has been accompanied by the mass market hunger for quantity over quality, causing a surge in sales for the value sector and placing more pressure on an already long and complex production process. Meanwhile the ethical and sustainable market remains a purposely separated sector of fashion, promoting segregation and discouraging consumer awareness and knowledge.

The retailer, a key stakeholder in the fashion supply chain acts as the middle-man between the manufacturer and consumers and can often be seen to create a barrier in the fundamental consumer understanding of the fashion supply chain. Breaking down these barriers could result in consumers harnessing connectivity and empathy with manufacturers, being better informed when making socially responsible purchasing decisions.

This talk aims to provide suggestions for moving the industry towards a sustainable future whilst also questioning the factors currently preventing change.