Circular Fashion Trends And What Consumers Think – WTVOX Research Impact
Circular Fashion Trends And What Consumers Think – What did Go Wrong?
In a 2016 report, NRDC named the apparel industry as “one of the biggest polluters on the planet”. This report, any many more, indicate that environmental and social issues associated with the fashion sector are reaching a critical point.
As a consequence, reducing the amount of waste in the consumption and production of garments is the biggest challenge for the future of the industry.
Many experts believe that these challenges are the direct result of the emerging fast-changing fashion. By nature, we have an appetite for new things according to our deep evolutionary roots. Our desire to change enables us to adapt to the new environments and plays a crucial role in our survival.
Fast fashion is a successful business model in fulfilling such desires to change. It allows brands to increase the availability of cheap products with a low-cost structure and distribute multiple seasonal collections.
Circular Fashion Trends And What Consumers Think – What Is Circular Fashion?
‘Circular Fashion’ is the result of using the concept of ‘Circular Economy’ – instead of the traditional linear model (extract – make – use – dispose) – within the fashion industry.
In simple words, ‘Circular Economy’ is a system in which unwanted products or fashion wastes contribute to the production of other products. The implications of this economic model prolong the use of resources by recovering products at the end of their lifespan.
This is not an alien concept at all. In fact, nature has been using this model all the time when a plant feeds an animal and the carcass nurture the soil.
Today, more and more fashion brands are adopting this method as a solution to the existing environmental challenges. However, according to The Ellen MacArthur Foundation, whose mission is to accelerate the transition of a circular economy, the successful exercise of such approach relies on developing system-wide innovative methods. One such approach is focusing on the development of sustainable fibres composed of reused or recycled materials.
Circular Fashion Trends And What Consumers Think – What does it mean for consumers?
Of course, consumers play a crucial role in this trend as well as the firms. Adopting sustainable and recycled garments, buying more durable items, taking care of purchased clothes, reuse, and recycling are some of the possibilities for consumers to ease the transition of a circular economy.
However, despite consumers’ high level of awareness and interest in eco-friendly lifestyle, the sales of sustainable fashion products are lagging behind.
The solution to bridging this gap lies in understanding the factors influencing consumers’ decision making and involvement in buying recycled and sustainable garments, as well their recycling practices.
In a recent attempt, by employing an innovative research method, a group of researchers has determined the key factors in consumer decision making in regard to circular fashion. To find out which key factors they are referring too, see their study on the following link: Consumer attitudes and communication in circular fashion