From quantity to quality: understanding slow fashion consumers for sustainability and consumer education |
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| Authors: | Sojin Jung Byoungho Jin |
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| Institution: | 1. Assistant Professor, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong;2. Putman and Hayes Distinguished Professor, Department of Consumer, Apparel and Retail Studies, Bryan School of Business and Economics, The University of North Carolina at Greensboro (UNCG), Greensboro, North Carolina, USA |
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| Abstract: | There is a growing interest in slow fashion, a production method which emphasizes quality as a way of achieving sustainability in the fashion industry. In order to develop a sophisticated and targeted marketing strategy, this study aimed to identify potential slow fashion consumer segments and understand their characteristics. The final 221 completed responses from a sample of nationwide U.S. consumers were analyzed by cluster analysis. Based on consumer orientation to slow fashion, four consumer groups were identified: Highly‐involved in slow fashion group, Conventional group, Exclusivity oriented group and Low‐involved in slow fashion group. The characteristics of each group were profiled according to personal values, apparel consumption behaviours and demographics. With distinctive profiles of each group, different marketing strategies were suggested to address the needs of each group effectively. This study extends academic understanding of slow fashion in consumer perspectives, and provides important perspectives for consumer education on apparel consumption. |
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| Keywords: | Consumer profile quality consumption slow fashion consumers sustainable fashion |
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