Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice

2015 ◽  
Vol 39 (3) ◽  
pp. 212-222 ◽  
Author(s):  
Lisa McNeill ◽  
Rebecca Moore
Keyword(s):  
Fast Fashion ◽  
Sustainable Fashion

scholarly journals Audience Concern of Eco-Fashion by Fashion Revolution Indonesia Through Marketing Communication in Jakarta

2019 ◽  
Vol 5 (2) ◽  
pp. 81
Author(s):  
Kevin Tan
Keyword(s):  
Social Marketing ◽  
Attitude Change ◽  
Qualitative Approach ◽  
Marketing Communication ◽  
Fast Fashion ◽  
Complex Issue ◽  
Sustainable Fashion ◽  
Social Cause ◽  
Eco Fashion ◽  
Design Options

After Rana Plaza tragedy, Fashion Revolution has came to Indonesia on 2016, deliver the objective is to unite people work together to change the perspective about the clothes are sourced, produced and consumed. However, based on Fashion Revolution Indonesia statement, it is challenging to evoke consumer’s concern about eco-fashion. The concern problem of sustainable fashion remains until now. Simply, the consumers don’t care, trying to deny, blaming others and refuse to take responsibility. Fashion Revolution Indonesia needs to figure out another way to communicate with audience who originally doesn’t concern about eco-fashion in the first place. The goal of this research is to analyze Fashion Revolution Indonesia marketing communication implementation towards audience concern about eco-fashion. Using qualitative approach, which the researcher gathers the data. Social marketing is more difficult rather than commercial marketing, which prestige, exclusivity, design options, quality, and pricing are some of the commercial marketing elements cater what consumer likes. In the other hand, social marketing is focused on making attitude change for social cause and give up the addictive behavior. By conclusion, Fashion Revolution Indonesia must understand how the ecosystem works to do the marketing communication in social context from internal and external, because social change is a complex issue. From the way they communicate, the message, media to promote, the organization, campaigners and partners themselves, every single one of the elements are important to lead an impact of attitude change to the audience. Keywords: Eco-Fashion, Fast Fashion, Concern, Marketing Communication, Fashion Revolution

scholarly journals Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands

2020 ◽  
Vol 12 (5) ◽  
pp. 1703 ◽  
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Network Analysis ◽  
Brand Image ◽  
Brand Associations ◽  
Fast Fashion ◽  
Female Consumers ◽  
Fashion Brand ◽  
Depth Analysis ◽  
Sustainable Fashion ◽  
Depth Interviews

Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.

scholarly journals STRATEGIC DESIGN OPPORTUNITIES TO INCREASE SUSTAINABLE FASHION AWARENESS AND BEHAVIOUR

2021 ◽  
Vol 1 ◽  
pp. 2711-2720
Author(s):  
Marie Das ◽  
Laure Herweyers ◽  
Ingrid Moons ◽  
Els Du Bois
Keyword(s):  
Social Impact ◽  
Customer Relations ◽  
Structured Interviews ◽  
Consumer Awareness ◽  
Fast Fashion ◽  
Strategic Design ◽  
Sustainable Fashion ◽  
Definition Of ◽  
Slow Fashion ◽  
Clear Information

AbstractFast fashion, with its focus on cheap clothing and everchanging trends, has an enormous negative environmental and social impact. Despite rising consumer awareness and slow fashion as an emerging trend, many consumers often still rely on fast fashion. This research aims to create insights into why customers keep returning to fast fashion and what is holding them back from buying sustainable fashion. This is done through a quantitative survey (n=521) and qualitative semi-structured interviews (n=9). Based on the findings, opportunities are defined for designers on how, where, and when to intervene, and on which target group to focus. The main obstacles that counter slow fashion are (i) a lack of understandable and clear information, (ii) the price or available budget, and (iii) the importance of social influence. Strategic design interventions should focus on educating eco-conscious and social-conscious customers based on their personal definition of sustainable fashion. By providing in-store information during time of purchase, designers can create new shopping experiences, educate customers using a positive note and build customer relations with the retailer. Further research should extend these insights with retailers' perspectives.

scholarly journals Examining climate change and sustainable/fast fashion in the 21st century: ‘Trash the Runway’

2021 ◽  
Vol 1 (1) ◽  
Author(s):  
Maxwell Boykoff ◽  
Patrick Chandler ◽  
Presley Church ◽  
Beth Osnes
Keyword(s):  
Climate Change ◽  
21St Century ◽  
Climate Change Impacts ◽  
Design Work ◽  
Fast Fashion ◽  
Climate And Environmental Change ◽  
University Of Colorado ◽  
Decision Making Processes ◽  
Sustainable Fashion ◽  
And Behavior

Abstract We interrogate fast fashion in the 21st century in the context of a changing climate, assessing emergent trends in sustainable fashion as an alternative consumption pathway through the annual ‘Trash the Runway’ event in Boulder, Colorado. In this research, we interviewed and surveyed designers and analyzed workshop activities that led up to their annual fashion show. We also interviewed and surveyed students at the University of Colorado who worked with designers to produce short films about them and their work. The project centers on decolonial practice by providing —who are often marginalized in decision-making processes—a stage to articulate policy and behavior changes to address climate change and sustainability. We found designers expressed reticence before the workshops and events to speak about climate change in everyday life, yet their design work creatively spoke powerfully for them, and they expressed less discomfort after the experience, while they advanced their skillset as climate communicators. Moreover, we found both designers and student partners reported that they think climate change will impact people greatly in the future. Also, while comparatively fewer respondents reported that climate change impacts them personally, our findings showed those noting personal impacts nearly doubled after participation in the sustainable fashion project. Although engagement with sustainable fashion helps to defetishize production processes and link consumption habits with awareness of climate and environmental change, more creative work should be done through fast- and sustainable-fashion endeavors to draw out spatial and temporal considerations of climate change threats here and now.

scholarly journals Textile Waste Fibre Regeneration via a Green Chemistry Approach: A Molecular Strategy for Sustainable Fashion

2021 ◽  
Author(s):  
Xuantong Sun ◽  
Xi Wang ◽  
Fengqiang Su ◽  
Mingwei Tian ◽  
Lijun Qu ◽  
...  
Keyword(s):  
Green Chemistry ◽  
Chemical Fibre ◽  
Fibre Production ◽  
Natural Fibre ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Textile Recycling ◽  
Food Shortages ◽  
Sustainable Fashion ◽  
Global Food

Abstract Fast fashion has been widely criticised for its excessive resource use and high generation of textile. To reduce its environmental impacts, numerous efforts have focused on finding sustainable and eco-friendly approaches to textile recycling. However, waste textiles and fibres are still mainly disposed of in landfills or by incineration and thereby pollute the natural environment, as there is still no effective strategy to separate natural fibres from chemical fibres. Herein, we developed a green chemistry strategy for the separation and regeneration of waste textiles at the molecular level. Cellulose/wool keratin composite fibres and multicomponent fibres were regenerated from waste textiles via ionic liquids. Our strategy attempts to reduce the large amount of waste textiles generated by the fast-developing fashion industry and provide a new source of fibres, which can also address the fossil fuel reserve shortages caused by chemical fibre industries and global food shortages caused by natural fibre production.

scholarly journals Purchase intention toward sustainable fashion brand: analysis on the effect of customer awareness on sustainability on willingness to pay

2021 ◽  
Vol 4 (1) ◽  
pp. 49-57
Author(s):  
Siauw Gabriella Tiffany Wijaya ◽  
Eristia Lidia Paramita
Keyword(s):  
Willingness To Pay ◽  
Purchase Intention ◽  
Sampling Method ◽  
Fast Fashion ◽  
Men And Women ◽  
Sustainable Products ◽  
Fashion Brand ◽  
Sustainable Fashion ◽  
Movement Awareness ◽  
Sustainability Movement

Customer awareness of sustainable products has increased very rapidly during the last few years. This phenomenon has encouraged international fast-fashion brands to develop a new line which is a more sustainable line. This paper aims to examine the effect of customer awareness on sustainability and willingness to pay on purchase intention toward sustainable fashion brands. This study obtained 211 respondents with the sampling method of purposive sampling with the criteria as follow: (1) Men and women who are Indonesians, (2) Men and women who enjoyed clothes-shopping at international fast-fashion brands stores, also (3) Men and women who aged 15 – 36 years old. Multiple regressions were used as a method to conduct hypotheses test of this study. The findings of this study stated that sustainability movement awareness and willingness to pay contributes a positive and significant effect towards the purchase intention of Indonesian customers. Furthermore, this study has found that the Indonesian market is already very aware of the sustainability movement and the concerns toward environmental health.

scholarly journals PERANCANGAN ILUSTRASI PADA CELANA JEANS SEBAGAI MEDIA KAMPANYE SOSIAL SUSTAINABLE FASHION UNTUK REMAJA PEREMPUAN USIA 18-21 TAHUN DI KOTA BANDUNG

2021 ◽  
Vol 3 (01) ◽  
pp. 22-27
Author(s):  
Suci Fauziyah ◽  
Eko Bambang Wisnu Nugroho ◽  
Dewi Iriani
Keyword(s):  
Design Thinking ◽  
Fast Fashion ◽  
Sustainable Fashion

Fesyen terus berkembang sejalan dengan majunya teknologi, berbagai macam bentuk, jenis, warna hingga motif muncul setiap musimnya dengan harga miring atau disebut juga dengan fast fashion. Dengan remaja perempuan sebagai kelompok yang kerap terpengaruh oleh gaya hidup konsumtif. Jeans merupakan produk fast fashion yang dimiliki banyak orang karena selain kuat juga menjadi produk fesyen basic yang bisa dipadupadankan dengan pakaian lainnya. Tetapi dari hal tersebut, dalam produksinya jeans membutuhkan banyak air dan mengkonsumsi banyak bahan kimia. Hal tersebut kemudian muncul sebuah istilah sustainable atau berkelanjutan, salah satunya dengan cara mendaur ulang kembali untuk dapat digunakan kembali melalui teknik upcycled. Yaitu sebuah teknik yang memanfaatkan barang-barang bekas untuk dapat digunakan kembali, dapat dilakukan dengan merubah bentuk atau pun menambahkan elemen lain seperti ilustrasi. Dalam prosesnya, perancangan ini menggunakan metode design thinking dengan tahapan awal berupa pengalaman empiris perancang, studi literatur, kuesioner dan wawancara. Hal tersebut dilakukan untuk menentukan rumusan masalah dan tujuan dari perancangan serta membantu dalam merancang konsep perancangan. Media yang digunakan adalah celana jeans bekas, yang kemudian digambar dengan teknik manual menggunakan cat akrilik, fabric medium dan spidol kain. Dalam pembuatannya, perancang melakukan tahap prototype dan test terlebih dahulu melalui eksperimen media pada celana jeans bekas. Seperti kekuatan warna pada media jeans, serta pencampuran warna yang akan digunakan sebagai warna dasar. Harapan kedepannya setelah perancangan ini dilaksanakan, perancang menyarankan kepada perancang selanjutnya untuk lebih kreatif dan invotif dalam mengeksplore media lain selain jeans, dengan menggunakan jenis cat yang lebih sesuai dengan media yang digunakan. Sehingga barang-barang fesyen yang tidak terpakai dapat terpakai kembali. Bagi pembaca, diharapkan dapat memberikan informasi mengenai sustainable dan lebih bijak dalam berpakaian dengan sadar akan efek yang dihasilkan dari pakaian.

scholarly journals Fashion Sebagai Perlawanan dan Media Komunikasi

JURNAL RUPA ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 74
Author(s):  
Maradita Sutantio
Keyword(s):  
Roland Barthes ◽  
Fast Fashion ◽  
Sustainable Fashion ◽  
Slow Fashion

Artikel ini mengulas fungsi pakaian dan produk fashion, yang tidak hanya berfungsi sebagai alat pelindung tubuh – namun juga dapat menjadi suatu alat komunikasi dan perlawanan. Fashion secara simbolik menyusun mitos-mitos yang secara kolektif memaparkan suatu penanda situasi dalam berbagai era. Hal ini termasuk munculnya fenomena slow fashion dan sustainable fashion yang kerap muncul sebagai bentuk perlawanan terhadap gelombang fast fashion dalam dunia fashion. Sistem ini muncul dari negara-negara maju dari Amerika, Inggris, Eropa dan Australia dengan standar-standar yang disusun dalam sistem sirkular. Sustainable fashion dianggap sebagai solusi dari timpangnya sistem industri produk fashion. Dalam kesadaran budaya kolektif, fashion yang menggunakan bahasa dan penanda khusus di luar fungsi utamanya sebagai pelindung tubuh, fashion juga mengkonstruksi tanda dalam diri pemakainya sebagai suatu entitas yang mampu berkomunikasi secara utuh. Sehingga ia diidentifikasi menjadi sebuah produk mandiri dan tunggal yang diasosiasikan dengan pemaknaan tersendiri. Dengan kajian teoritis dari Roland Barthes, artikel ini menunjukan bahwa fashion terdiri dari bentukan bahasa dan ekspresi konsumen dalam selubung konsumerisme, materialisme, komersialisme, dan gelombang marketing tentang fashion, sehingga kita hampir tidak menyadari bahwa kita telah mengesampingkan hal-hal primordial manusia.

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