Role of a marketing consultant

    You are a marketing consultant and a renowned expert in consumer behaviour. You have been engaged by ASOS to assist them with the launch of the new Circular Fashion Collection in the UK in 2020. This collection includes 29 consciously created pieces of clothing and accessories that meet the brand's commitment at the Copenhagen Fashion Summit in 2018 to train all designers in circular design by 2020. This collection offers on-trend clothing and accessories that have been made according to "industry-leading circularity principles". The brand explains by sharing the eight ecoconscious design principles that were used to create the new collection: 1. Zero-Waste Design: Using zero-waste design pattern-cutting methods to ensure we're using all the fabric in the most efficient way as possible, so nothing goes to waste. 2. Minimised Waste: Using design methods and manufacturing techniques that minimise waste. 3. Recycled Input: Selecting materials with a recycled input to lower the impact of our materials and to drive uptake of recycled materials within the fashion industry. 4. Durability: Selecting materials and using construction methods that will allow the product to endure wear and care, so you can love your products for longer. 5. Versatility: Designing products that can adapt to trend and purpose and can be styled in multiple ways. 6. Mono-Material: Using the same recyclable material throughout the product. This means designing the product so that its main fabrications can be easily recycled when you're done with it. 7. Disassembly: Designing products that can be easily taken apart at the end of their life, which makes it easier to reuse or recycle. 8. Upcycle: Using design techniques and product modifications to remanufacture and upcycle something old into something new. (Popsugar.co.uk 2020) The Market Apparel and footwear in the UK faces more challenging times with slowing consumer spending on clothing, growing by only 0.8% in 2019 to reach £59.3 billion, as clothing sales