A fashion brand caught in the crossfire. A tale of the US Fashion Act, sustainability, consumer trends and their legal implications
Marka modowa w krzyżowym ogniu zmian. Refleksje o amerykańskiej ustawie o modzie, zrównoważonym rozwoju, trendach konsumenckich i ich prawnych implikacjach
The fashion industry has for some years been undergoing a slow evolution towards more sustainable practices. In recent times both law and technology, in particular, connected technology have been acting as catalysts towards this goal. These shifts are widely embraced by many of today's key consumers. But a paradigm shift in any industry, especially one that mixes technology and sustainability, triggers inevitable legal consequences which must be examined and resolved. The aim of this article is to examine the impact of consumer trends, sustainability and the various pieces of legislation identified in the text on the business strategies of fashion brands in the post-COVID fashion revolution era, in order to identify effective adaptation of legislative measures that will allow them to maintain their position in the market and improve their financial performance. It has been claimed that customers crave fashion, but they have ecological concerns and a conscientious approach to consumption. Reportedly, they are prepared to buy fewer, better-quality and environmentally friendly products at the higher price these priorities imply. This paper will shed light on the legal externalities, concerns and stimuli towards building a sustainable fashion brand.
Przemysł modowy od kilku lat przechodzi powolną ewolucję w kierunku bardziej zrównoważonych praktyk. W ostatnich czasach zarówno prawo, jak i technologia, przede wszystkim technologia cyfrowa, działały jak katalizator w rozwijaniu tego celu. Te rewolucyjne zmiany są powszechnie widoczne w zachowaniach dzisiejszych konsumentów. Ale zmiana paradygmatu w każdej branży, zwłaszcza takiej, która łączy technologię i zrównoważony rozwój, wywołuje nieuniknione problemy prawne, które muszą być zbadane i rozwiązane. Celem artykułu jest zbadanie wpływu trendów konsumenckich, zrównoważonego rozwoju oraz poszczególnych aktów prawnych wskazanych w tekście na strategie biznesowe marek modowych w dobie postcovidowej rewolucji modowej w celu zidentyfikowania skutecznych legislacyjnych działań dostosowawczych, które pozwolą im na utrzymanie pozycji na rynku i poprawienie wyników finansowych. Badania naukowe pokazują, że konsumenci, mimo swego uzależnienia od mody, mają także obawy związane z ekologią i zrównoważonym podejściem do konsumpcji. Badania dowodzą, że są skłonni kupić mniejszą liczbę produktów za wyższą cenę, ale o lepszej jakości i przyjaznych środowisku, traktując te cechy priorytetowo. Autorzy niniejszego artykułu omawiają prawne implikacje oraz obawy i bodźce dotyczące budowania zrównoważonej marki modowej.
Bibliografia
References/Bibliografia
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