Introduction

Fast fashion has become a prevalent trend in the fashion industry, characterized by quick production and distribution of low-cost clothing, often at the expense of workers’ rights and environmental sustainability. This has led to massive waste, pollution, labor exploitation and has contributed to social and environmental degradation. It is therefore essential for the fashion industry to embrace transparency, which can help promote ethical practices, improve working conditions, reduce environmental impact, and enhance consumer trust (Reichart & Drew, 2019). Transparency encourages brands to disclose their policies, practices, and suppliers, enabling consumers to make informed choices about their purchases and holding companies accountable for their actions (Fashion transparency index 2022).

For my final project I chose to explore  the Fashion Transparency Index of 2022 which is used to measure and evaluate the transparency of fashion brands in their supply chains, labor practices, and environmental impact and i believe that it’s essential because it allows us as consumers to make informed decisions about the brands we support. Additionally, the Fashion Transparency Index encourages companies to disclose information that was once hidden, promoting a culture of openness and accountability within the industry. Doing this can lead to a more sustainable and ethical fashion industry that prioritizes people and the planet.

Materials

For this project, I used the Fashion Transparency Index data set from fashionrevolution.org and three tools for visualization – Microsoft Excel, Tableau Public and Timeline JS. Microsoft Excel was used to clean the data and Tableau Public was used  to  create the visualizations that showcased the transparency scores of various fashion brands, allowing me to compare and contrast their efforts in different areas. Additionally, I used Timeline JS by Knight Labs  to create an interactive timeline that showcased the history of Fashion Revolution, it’s mission, and it’s impact on the fashion industry. 

Methodology

In this project, I followed a 2 step methodology. First, I compiled all the necessary information regarding the history and mission of Fashion Revolution, which helped me to understand the organization and its objectives better and then created the timeline using Timeline JS by  Knight Labs. With this tool, I was able to build an interactive timeline that included important events related to the fashion revolution and the creation of the Index, starting from 2017 up to the present day.

My research process involved collecting and organizing all of the key events and milestones related to the Fashion Transparency Index. Once I had everything sorted out, I used a Google Sheet provided by Knight Labs to input all the major events and created the timeline. To make it more visually appealing, I added GIFs and edited some pictures and posters that I found online, while also giving credit to the original sources of the images.

The result was  an interactive timeline of Fashion Revolution’s history and achievements consisting of 9 slides in total  each of which presented information that contributed to the development of the Fashion Transparency Index.

ANALYSIS AND VISUALIZATION  

Next, I obtained the .xlsx file from fashionrevolution.org, which contained the data for the Fashion Transparency Index. The dataset includes a range of indicators that assess and measure the transparency levels of fashion brands and retailers. These indicators cover a wide range of topics, such as supply chain management, labor rights, environmental impact, and animal welfare. During my exploration, I chose to focus on the following questions while creating the visualizations. 

1. Which brands have the highest and lowest transparency scores, and how do they compare to one another?
2. How do brands within a specific region (e.g., North America, Europe, Asia) compare in terms of brand participation 
3. How do brands compare in brand participation from 2017 -2022
4. Number of brands out of 250 brands that disclosed human rights and environmental policies from 2017-2022

DATA CLEANING

When working with the original .xlsx file containing data with the FTI brands and countries, it was necessary to clean the data to ensure accuracy and consistency. During this process, I came across brands that did not have any associated countries with the brands which created issues when I was analyzing the data so I had to create a new .xlsx file. Additionally I also found some minor errors in the years labeled in the original dataset, so I had to fix that as well.

Results

Visualization 1 – Which brands have the highest and lowest transparency scores, and how do they compare to one another?

KMART, Target and OVS are the most transparent brands which received the highest transparency score of 78. They were followed by H&M, The North Face and Timberlands with a score of 66. Luxury brands seem generally less transparent. Among the luxury fashion brands, Gucci was the most transparent at 59. However, most luxury brands scored very low indicating that they have a long way to go in terms of transparency. Fast fashion brands seem to have mixed scores. While H&M received a relatively high score nearing at 66, other fast fashion brands such as Fashion Nova scored below 20%, indicating poor transparency.

Visualization 2 –  How do brands within a specific region (e.g., North America, Europe, Asia) compare in terms of brand participation?

The United States has one of the highest average transparency scores, followed by Western European countries such as Italy and France. However, it’s important to note that the map only includes countries with brands that have chosen to participate in the Fashion Transparency Index, so it may not represent a comprehensive picture of the industry as a whole. There was a greater variability in the transparency scores of brands in the United States compared to Italy and France. This could be due to a number of factors, such as differences in the size and diversity of the fashion industries in each country, variations in the regulatory and legal environments, or variations in consumer demand for transparency and sustainability.

Visualization 3 –  How do brands compare in brand participation from 2017 -2022

An increase in the number of brands participating in the Fashion Transparency Index from 2017-2022 suggests that there is a growing interest in transparency and sustainability in the fashion industry. This could be due to a number of factors, such as increased awareness of environmental and social issues among consumers and the industry itself, greater pressure from stakeholders for more responsible and accountable business practices, and the development of new regulations and guidelines for sustainability reporting. We can see that from 2019 – 2021 the participation seems consistent. It’s possible that the consistency in brand participation in the Fashion Transparency Index from 2019-2021 is due to the COVID-19 pandemic. In 2020, the pandemic had a major impact on the fashion industry, with many brands facing supply chain disruptions, reduced sales, and other challenges. This may have made it more difficult for some brands to participate in the index, due to resource constraints or competing priorities.

Visualization 4 –  Number of brands out of 250 brands that disclosed human rights and environmental policies from 2017-2022

The final visualization here, shows the number of brands out of 250 that chose to disclose their transparency scores on four different sustainability indicators: Annual Leave and Public Holidays, Water Consumption, Working Hours & Rent Breaks, and Textile Waste & Recycling.

We can see that the number of brands disclosing their transparency scores varies each year for each indicator. For example, in 2022, 50 out of 250 brands disclosed their scores on Annual Leave and Public Holidays, while 121 out of 250 brands disclosed their scores on Water Consumption. This suggests that some indicators may be seen as more important or relevant to the industry than others, or that some indicators may be easier to measure and report on than others.

Additionally, we can see some trends over time. For example, the number of brands disclosing their scores on Annual Leave and Public Holidays has generally increased from 2017 to 2021, while the number of brands disclosing their scores on Water Consumption and Textile Waste & Recycling has fluctuated. This may reflect changes in industry priorities or a growing interest in sustainability and transparency among consumers. Overall, this suggests that there is some variation in the level of transparency and reporting on sustainability indicators among fashion brands, and that this may change over time as the industry evolves and consumer demands shift.

UX elements 

To gain insights on the clarity and effectiveness of my visualizations, I conducted user experience testing with two participants who were within my target demographic. Both individuals were between the ages of 25 and 30 and worked in the fashion industry. I did video calls via Zoom and had participants share their screens while using the visualizations while I took notes. During the tests, I employed the think-aloud technique to better understand participants’ thought processes and identify any potential areas of confusion.

FEEDBACK

Both participants found the information to be easily understandable and appreciated the color palette utilized in the visualizations. One participant suggested adjusting the color shading on the map to improve its clarity.

Additionally, both participants recommended adding a border to the bar graph to clearly distinguish the brands with the lowest scores. As a result, a green border was added to the bar graph.

Reflection

From my analysis of all the data, it is clear that there are both positive and negative trends in the fashion industry’s transparency and sustainability efforts. The increase in the number of brands participating in the Fashion Transparency Index over the years suggests a growing interest in transparency and sustainability. However, there are still many brands that have yet to participate, indicating a need for continued efforts to promote and encourage transparency in the industry. The visualizations effectively conveyed the data in a clear and understandable manner, as validated by user testing with individuals working in the fashion industry. Feedback from participants was also incorporated to improve the visualizations, demonstrating the importance of user testing and iteration in the design process.

Additionally, the analysis revealed variations in transparency scores across different countries, with the United States showing a wider range of scores compared to France and Italy. The data also highlighted areas where the industry can improve, such as in reducing textile waste and increasing transparency around working hours. Overall, the analysis emphasizes the need for continued efforts to improve transparency and sustainability in the fashion industry, as well as the importance of effective data visualization and user testing in promoting understanding and engagement with complex data sets. In an advanced project I would like to conduct an analysis on possible future trends regarding the Fashion Transparency Index which could provide valuable insights into the direction that the fashion industry is headed in terms of sustainability and transparency.

REFERENCES

Fashion transparency index 2022. FASHION TRANSPARENCY INDEX 2022 : Fashion Revolution. (n.d.). Retrieved April 23, 2023, from https://www.fashionrevolution.org/about/transparency/. 

Fashion transparency index. Fashion Transparency Index. (2022, July 14). Retrieved April 23, 2023, from https://transparency.fashionrevolution.org/ 

Reichart, E., & Drew, D. (2019, January 10). By the numbers: The economic, social and environmental impacts of “Fast fashion”. World Resources Institute. Retrieved April 23, 2023, from https://www.wri.org/insights/numbers-economic-social-and-environmental-impacts-fast-fashion