Fashion Is temporary, but style endures: Exploring the slow fashion phenomenon and efforts of sustainable clothing brands toward more sustainable consumption
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School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
90 + 14
Series
Abstract
This research explores the slow fashion phenomenon in the context of Nordic, sustainable fashion brands. The objective of this research was to investigate, how sustainable fashion brands have adopted elements of the slow fashion phenomenon into their operations and how these brands can support and facilitate the sustainable consumption habits of their customers when making purchase decisions and beyond that. This research was conducted as a qualitative case study, where representatives of sustainable, Nordic fashion brands were interviewed about their perspectives and expertise on marketing and branding within this space. The interviews focused on the slow fashion phenomenon, slow consumption and the values and brand identities of the companies they represented. The most significant findings of this research focused on how these brands communicated their sustainability and responsibility activities to their consumers and how they supported the sustainable consumption habits of their customers in making mindful purchase decisions and caring for and maintaining their products post-purchase. The most notable ways to nudge consumers towards more sustainable and responsible consumption habits were effective communication and offering additional services regarding the maintenance and repairing of products as well as facilitating second-hand consumption, recycling and up-cycling of clothes. A central part of sustainability communications is customer education, where the brands have the opportunity to offer consumers relevant sustainability and responsibility-related information to support their purchase decision-making.Description
Thesis advisor
Padhaiskaya, TatsianaKeywords
slow fashion, sustainable fashion, sustainable consumption, customer education