Local community
Local Community refers to the collective of individuals, businesses, and organizations within a specific geographic area who actively participate in and contribute to various aspects of the fashion ecosystem. This includes local residents, artisans, designers, manufacturers, retailers, and other stakeholders involved in the production, promotion of fashion within that particular locality. The local community plays a significant role in shaping the fashion industry and its impact on the local economy, culture, and social fabric.
The interaction between the fashion industry and the local community is multifaceted. While fashion brands benefit from access to local resources, skills, and markets, they also contribute to the local community’s development, employment opportunities, infrastructure, and skill enhancement. Additionally, their presence can bring economic growth, social initiatives, and increased global recognition to the local community. When approached responsibly and ethically, this interaction can create a mutually beneficial relationship that fosters positive social, economic, and cultural impact for both the fashion industry and the local community.
Furthermore, the fashion industry can act as a catalyst for social initiatives, such as skill development programs, women empowerment projects, and sustainable fashion practices, creating a positive impact on the local community’s well-being and quality of life.
Overall, the local community and the fashion industry have a symbiotic relationship. The community provides the industry with talent, resources, inspiration, and market demand, while the industry contributes to the local economy, cultural heritage, and social development. Together, they create a vibrant and sustainable fashion ecosystem that benefits both the local community and the fashion industry as a whole.
Exploring how the fashion industry and big international brands interact with and benefit the local community, as well as the benefits they themselves derive from this interaction:
Employment opportunities
Big international fashion brands often establish production facilities or partner with local manufacturers in various regions. This creates employment opportunities for the local community, providing stable jobs and income for individuals. The fashion industry’s presence can contribute to reducing unemployment rates and improving the standard of living in the local community.
Supply chain integration
International fashion brands collaborate with local suppliers, artisans, and manufacturers to source materials, fabrics, and accessories. This integration with the local supply chain fosters economic growth, as it supports local businesses and helps them expand their reach by accessing global markets. It also contributes to the preservation of local craftsmanship and traditional techniques.
Skill development and training
International brands often invest in skill development programs and training initiatives within the local community. These programs aim to enhance the technical skills of workers, artisans, and designers, enabling them to meet international standards and requirements. By equipping individuals with valuable skills, international brands promote professional growth and create long-term career opportunities within the local community.
Infrastructure and technology investment
When big international brands establish operations in a particular location, they often invest in infrastructure development and technological advancements. This can include setting up advanced manufacturing facilities, logistics networks, or retail outlets. Such investments not only benefit the brand but also contribute to the overall development and modernization of the local community’s infrastructure.
Social and environmental responsibility
International fashion brands are increasingly recognizing the importance of social and environmental responsibility. Many brands engage in corporate social responsibility (CSR) initiatives within the local community, addressing issues such as fair labor practices, community development, and environmental sustainability. These initiatives can involve supporting local charities, funding education programs, promoting sustainable production practices, or investing in renewable energy sources.
Market expansion and tourism
The presence of big international fashion brands can attract attention and increase the visibility of a locality. This can lead to increased tourism, as visitors are drawn to areas known for their fashion offerings. The influx of tourists can have a positive economic impact on the local community, benefiting not only the fashion industry but also sectors such as hospitality, retail, and transportation.
Brand recognition and global reach
For international fashion brands, establishing a presence in different local communities helps to build brand recognition and expand their global reach. By immersing themselves in diverse cultural contexts, these brands gain insights into local fashion preferences, trends, and user behaviors. This knowledge can inform their product development, marketing strategies, and overall brand positioning worldwide.
Collaborations and partnerships
Big international fashion brands often collaborate with local designers, artists, and influencers to create limited-edition collections or exclusive collaborations. These partnerships not only promote local talent and creativity but also offer opportunities for the brand to tap into the local market’s unique aesthetics and user preferences. Such collaborations can drive excitement, generate buzz, and strengthen the brand’s connection with the local community.
Case studies
European Commission – Transforming fashion through community innovation
The EU-funded TCBL (Textile and Clothing Business Labs) project developed local “labs” across Europe that connected SMEs, makers, and communities to prototype new, sustainable textile business models. The initiative explicitly framed fashion as a community innovation challenge, supporting place-based experimentation and regional textile ecosystems rather than centralized production.
Project link
Waag – TextileLab Amsterdam
TextileLab Amsterdam at Waag is a research lab where designers, artists, technologists, and local stakeholders collaboratively explore the future of textiles and clothing. Through open workshops, community-focused projects (e.g., Culture.Fashion, Fabricademy), and educational programmes with local schools, the lab links material experimentation to local community skills, heritage, and urban transitions.
Project link
Community Clothing – Doing Clothing Differently
Community Clothing is a UK clothing brand founded by Patrick Grant to keep British factories and textile skills in work by producing seasonless basics in underused regional facilities. Its model explicitly ties each garment to minutes of local employment, using distributed production across UK mills and factories to support local economic resilience and community pride in post-industrial towns.
Project link
Gucci – ArtLab in Scandicci
Gucci ArtLab is a 37,000 m² research, prototyping, and production hub for leather goods and footwear on the outskirts of Florence that employs hundreds of specialized workers. By concentrating high-skilled craft, experimentation, and training in this Tuscan site, Gucci strengthens local employment and maintains the regional leather and footwear ecosystem, while piloting more sustainable materials and processes.
Project link
Chanel – le19M, site for Métiers d’art
Le19M in Paris is Chanel’s hub bringing together eleven Métiers d’art houses and around 600–700 artisans in one building that combines workshops, a school, café, public gallery, and programming for local visitors. As a mixed public–professional space, it anchors artisan employment in the 19th arrondissement, opens craft education to neighbours and schools, and positions haute couture savoir-faire as a community-facing cultural resource.
Project link
References
Ashiq, R. (2024). Weaving a sustainable future for fashion: The role of social enterprises in East London. Sustainability, 16(16), 7152. https://doi.org/10.3390/su16167152
Jung, J., Kim, S. J., & Kim, K. H. (2020). Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120, 294–301. https://doi.org/10.1016/j.jbusres.2020.04.019
Mazzarella, F., & Black, S. (2023). Fashioning change: Fashion activism and its outcomes on local communities. Fashion Practice, 15(2), 230–255. https://doi.org/10.1080/17569370.2022.2095729
Williams, D. (2018). Fashion design as a means to recognize and build communities-in-place. She Ji: The Journal of Design, Economics, and Innovation, 4(1), 75–90. https://doi.org/10.1016/j.sheji.2018.02.009
Wu, D., Zhuang, M., Zhang, X., & Zhao, Y. (2022). Towards circular fashion: Design for community-based clothing reuse and upcycling services under a social innovation perspective. Sustainability, 15(1), 262. https://doi.org/10.3390/su15010262