Building In Sustainability And Changing The Fashion Business Model With Cally Russell
In episode 157 of The Resilient Retail Game Plan we turn our attention to sustainability, I speak to Cally Russell, CEO and Co-founder of waste-free clothing brand ‘This Is Unfolded’, supporting children’s education and paying garment workers better wages.
Cally inarguably posits that fast fashion and current retail models are killing the planet – but that they also create a bland customer experience. To change a global business model that is fundamentally flawed, Cally believes we need to create brands and production processes that are driven by communities and in collaboration with their customers, which is exactly what he’s doing with ‘This Is Unfolded’.
In this podcast, we discuss educating people about the journey their purchases go on, the importance of identifying your best growth channels and extending the number of dopamine hits your customer experiences post-purchase. We also talk about how scaling bigger can take you away from your core customers as well as rethinking sustainability and circularity when it comes to the lifecycle of a product.
Check out the amazing community-driven fashion range at:
Connect with Cally and ‘This Is Unfolded’ at: