Political
Increasing amount of laws involving recycling and waste, for
example plastic bags in the UK now cost 5p. This will not have
a direct impact on the WishList app as we do not have a store
and are online based. Political issues arise constantly, a
continuous problem being cheap labour in countries outside of the UK. This will have an affect on the brand as it will be
working with a range of retailers, some of which may not have
good labouring policies. This then damaging the reputation of
the WishList app. No longer being part of the European Union
will not impact the app when it comes to trading. However, when
expanding the app to other European cities it may be more
expensive to run.
Environmental
Cotton farming uses up 20,000 Litres of water for 1kg of cotton, this is equivalent to a top and a pair of jeans. Cotton farming is also the largest source of pollution in most countries, having severe health impacts on workers. As the app is associated with retailers who use
this sort of farming, it can reflect badly on the WishList brand. A lot of people are against the use of animal skin for products e.g. leather goods, also having an effect on the app. The app can't control what products people put into their wish list or screen shot, therefore if consumer want to include real animal skins they can. Wish List also can't control what products retailers decide to sell. In the terms and conditions, the app states that it does not condone the use of animal skin, however the app is not viable for consumer or retailers actions.
Social
Fashion changes all the time, the WishList app will need to keep
up with the fast fashion demands, new trends and consumer
attitudes and opinions. The categories within the app will have
to be kept up to date and current, for example leading up to
summer have a holiday and festival category. In fashion today,
the media plays a big part. WishList will need to keep a good
reputation and have continuous good press, to make
consumers want to download it. Taking into consideration the
different ethical views and making sure press or certain
products are not disrespectful in any way.
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PESTLE