"Merch"

Through content analysis research and surveys, we studied the misuse of water and natural resources in today’s fashion industry. Through the survey we found that there are many consumers who are aware of this excessive use that the industry has taken part of. With negative perceptions, there were also neutral feelings about fashion trends, cost efficiency, along with being eco-friendly. With that being said, consumers are aware that companies should start to take initiative and begin to change their manufacturing processes. From the survey responses, more than half of the people who participated were unaware of the effects that the industry has on the environment. If fashion forward companies could commit to sustainable efforts, the environment we live in would be able to last longer than the foreseen years to come.