Mindful Sustainable Consumption and Sustainability Chatbots in Fast Fashion Retailing During and After the COVID-19 Pandemic

The COVID-19 pandemic and ecological crisis are paving the way for new consumption models based on customers’ conscious choices and the subsequent integration of sustainable policies into retailers’ business strategies. As a consequence, the current consumer trends suggest that more people are becoming aware of their consumption standards and their repercussion on the environment and society. Statistics demonstrate that, in their purchasing processes, these “mindful customers” now search for a sustainable, self-sufficient way of living in harmony with nature. This paper argues that artificial intelligence (AI) is able to facilitate this process in the marketplace. More specifically, mindfulness with the support of AI technologies could be a plausible way to activate sustainable consumption patterns for avoiding overconsumption. The life-changing ability of mindful consumption is reviewed in this paper across domains of sustainability. Using a comprehensive literature review, the paper first outlines the theoretical and conceptual foundations of the mindful sustainable consumption (MSC) approach that fills the literature gap that almost always separates mindful consumption from sustainability. Second, the new conceptual approach is applied through a strategic framework in the field of fast fashion retailing through the use of AI-powered chatbots. In particular, the study defines a new category of chatbots, named sustainability chatbots (SC), which could convey mindful and sustainable consumption choices. The paper highlights that the MSC approach combined with the support of SC could enable marketing managers to create the appropriate context for embedding sustainability into consumer behaviour and fast fashion retailers’ strategies from a value co-creation perspective.

An integrated SWOT-AHP-fuzzy TOPSIS approach for maturity management following the COVID-19 outbreak: lessons learned from fast fashion

Purpose Focussing on issues that have impacted textiles, clothing and fast fashion following the COVID-19 outbreak, this study aims to identify agility factors pertinent to retail maturity management, mainly on resilience. These factors were then assessed based on priority. Design/methodology/approach The authors conducted a strengths, weaknesses, opportunities and threats (SWOT) analysis to identify the main factors. This analysis was integrated with the analytic hierarchy process to rank the internal and external factors. Then, the authors used fuzzy technique for order of preference by similarity to the ideal solution to evaluate the significant strategies from the SWOT analysis based on adaptability and flexibility. Thus, the authors produced a prioritised list of relevant factors and guidelines useful in practical settings. Findings The authors identified and ranked 14 agility and resilience SWOT factors for maturity management and proposed and prioritised six relevant strategies. These highlighted changes and adaptations must be undertaken by various actors, ranging from the supply/manufacturing side to global retail locations. Research limitations/implications The sampling study of experts is limited, and the application is focussed on one area. Future research might investigate other fields, for retail and industry. Practical implications The output of this study enables a better understanding of the internal and external factors of maturity management for fast-fashion retailers. Hence, it will further help them go through resilience and agility challenges following the pandemic. Originality/value This study significantly contributes to the literature because the results can guide retailers in developing effective decision-making systems for mature business operations following the pandemic outbreak. Here, the authors incorporate internal, external, agility and resilience aspects into one decision-making support system while enhancing existing knowledge on fuzzy multi-criteria decision-making applications. Further, this study discusses critical issues that have affected several aspects of the fashion and textile industry and will likely persist for some time.

Fast-fashion faux pas

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Fast fashion is incredibly damaging to the environment. Sustainable initiatives are key to both the survival of fast fashion brands as well as the reduction of environmental damage caused by the fashion industry. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Sharing Economy and Fast Fashion (Sustainability and virtual consumer behavior: A review and research agenda)

<p>The main objective of this work, through a literature review, is to contextualize the importance of fashion consumer behavior towards a more sustainable economy, emphasizing the sharing economy as an alternative to fast fashion through virtual networks, and therefore also highlights the use that consumers make of new technologies (social networks, mobile applications, or collaborative platforms). The specific objectives are none other than showing the need to contribute to the reduction of pollution, damage to the environment and the overconsumption of natural resources (water, energy, or materials) involved in the manufacture of clothing. All this linked to consumer behavior, innovation, electronic commerce, the sharing economy, and the entrepreneurship of the social and solidarity economy. It is for this reason that this work is approached from a perspective that can help to promote the exchange of fashion, examining the antecedents of the intention of consumers to participate in virtual fashion networks.</p> <p>The consolidation of the sharing economy in the fashion industry could offer social, economic, and environmental benefits, so this research also wants to highlight the convenience of identifying and analyzing the different beliefs of people with similar behaviors using this type of virtual fashion networks and platforms, and that, due to the confinement of COVID-19, seems to have increased exponentially.</p> <p>The value that is provided is to establish a common framework for discussion, within which the research has been carried out, since there is still much to analyze about consumer behavior in this context, and therefore the future of research in this area must bring together social, economic, and technological research to provide a more holistic understanding.</p> <p>It is desirable that sustainability and the need for more sustainable consumption are a motivating influence for future research on the sharing economy related to fast fashion and virtual consumer behavior.</p>

Sharing Economy and Fast Fashion (Sustainability and virtual consumer behavior: A review and research agenda)

<p>The main objective of this work, through a literature review, is to contextualize the importance of fashion consumer behavior towards a more sustainable economy, emphasizing the sharing economy as an alternative to fast fashion through virtual networks, and therefore also highlights the use that consumers make of new technologies (social networks, mobile applications, or collaborative platforms). The specific objectives are none other than showing the need to contribute to the reduction of pollution, damage to the environment and the overconsumption of natural resources (water, energy, or materials) involved in the manufacture of clothing. All this linked to consumer behavior, innovation, electronic commerce, the sharing economy, and the entrepreneurship of the social and solidarity economy. It is for this reason that this work is approached from a perspective that can help to promote the exchange of fashion, examining the antecedents of the intention of consumers to participate in virtual fashion networks.</p> <p>The consolidation of the sharing economy in the fashion industry could offer social, economic, and environmental benefits, so this research also wants to highlight the convenience of identifying and analyzing the different beliefs of people with similar behaviors using this type of virtual fashion networks and platforms, and that, due to the confinement of COVID-19, seems to have increased exponentially.</p> <p>The value that is provided is to establish a common framework for discussion, within which the research has been carried out, since there is still much to analyze about consumer behavior in this context, and therefore the future of research in this area must bring together social, economic, and technological research to provide a more holistic understanding.</p> <p>It is desirable that sustainability and the need for more sustainable consumption are a motivating influence for future research on the sharing economy related to fast fashion and virtual consumer behavior.</p>

Fast Fashion: pesquisa sobre a exploração da mão de obra em negócios de vestuário no Brasil

Essa pesquisa teve como objetivo identificar os episódios, na história da moda, em que houve o surgimento do fast fashion e do emprego de mão de terceirizada composta por trabalho análogo à escravidão. A metodologia foi pautada em pesquisas bibliográficas e no aplicativo Moda Livre®, do qual foram extraídas informações acerca de empresas auditadas. Constatou-se que: (I) em meados de 1990, a escravidão contemporânea começou a ser questionada dentro da indústria de confecção; (II) de 1994 até 2014, cresceram as denúncias de trabalho escravo ligadas ao fast fashion; (III) a partir de 2019, pela pressão do mercado consumidor e de novas legislações, varejistas mundiais passaram a adotar práticas de fair trade (comércio justo, em livre tradução); e, atualmente, (IV) percebe-se que, de 41 empresas autuadas no Moda Livre®, 25 estão cadastradas na Associação Brasileira de Varejo Têxtil (ABVTEX) que, por sua vez, realiza auditorias para averiguar se as práticas de trabalho respeitam à dignidade humana.