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Case study: Meet amazing fashion

An introduction to our case study 'Amazing Fashion' who we will be following throughout the course.
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In 2014, Amazing Fashion opened its stores in Melbourne. This small company designs and sells the latest must-have accessories, mainly leather shoes and bags. Recently, they started manufacturing in Bangladesh and India. Their focus is on promoting the next big thing. Tapping into designs that followed the European launches has peaked to create a fast growing business. They’re out there with e-commerce and social media too and share regular updates on their blog. But at the same time, they’re doing a lot of communication on the ground in India and Bangladesh, trying to do things better. Industry is watching them. And prominent industry leader Style Guru, is blogging that Amazing Fashion is a real influence in the fashion industry.
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So what makes them get all this attention? Yes, it’s the shoes. But it’s also because they’re trying to build an ethical business. We’re going to follow them on their journey and see how they go.
A new fashion business called Amazing Fashion is flourishing and has started to source raw materials and manufacture in Bangladesh and India.

Popular for it’s fashion, it is also gaining a following for its quest to go sustainable/ethical. But being a sustainable business is not just about the product. It’s about human, social, economic and environmental sustainability. The next generation of suppliers and retailers have the motivation to give it a try, and endeavour to make it work.

Activity
Now that you have learnt about Amazing Fashion, think about their approach to business. Based on what you’ve learnt about the different types of sustainability, identify what type/s of sustainability you think Amazing Fashion most closely represents and why.
Write your thoughts in the Comments area.
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Business Futures: Sustainable Business Through Green HR

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