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Cotton, Consumer Clothing Disposal Habits & Biodegradability
Over the years there has been research and studies done on various groups of fashion consumers to find out how they dispose of their clothing. The challenge with the information previously collected is, the personal views and knowledge on the fashion industry from consumers is missing. There is a lack of research on the way consumers feel about their clothing and the way they feel about how they dispose of their clothing (Lynes, Weber and Young, 2016). There is also lack of research on what consumers would do in terms of their clothing if they were given the knowledge and the option to make a change (Birtwistle and Morgan, 2009). Our studies show that consumers do not know as much as we think they do, and the fashion industry is doing a poor job of spreading awareness to its consumers. Fashion consumers agree that if they had more knowledge and more options then they would start to make a change which means business would have to follow, creating a trickle effect to a more sustainable supply chain (Birtwistle and Morgan, 2009). Our goal is to fill the gap on consumer knowledge and awareness by providing different ways to connect to consumers and spread awareness on important information throughout the fashion industry.
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Cotton, Consumer Clothing Disposal Habits & Biodegradability
The research conducted throughout our project addressed where consumers decide to dispose of their clothing after they no longer need them and what elements influence consumers approach. The conducted an expanded literature review into deep explorations and conducted a content analysis of comments relevant to our topic and a research survey through Kent State Qualtrics that was distributed to classmates, friends, family, and peers via email. The results were then analyzed. The goal of the research in its entirety was to prove that there is a need for further education of consumers on the importance of proper clothing disposal in donations to create a better environment and fast fashion industry. The results obtained herein supported the primary hypothesis that proper education of clothing donations and clothing life cycles assessments are important and influential to consumers when determining purchases. According to our content analysis, social justice and durability are the greatest concerns of the fashion industry to consumers. These issues can be improved with measures taken by industry professionals, lobbyists, and government officials to provide education on the importance of consumer choices within the fashion industry, with an emphasis on clothing life cycles.
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Sustainability in Fashion
Abstract Project Assignment Gabrielle Calder Ani Ipjian Fashion Marketing Sustainability in Fashion Our project is centered around the idea of sustainability in both the high-street and luxury markets and whether or not it matters to consumers if something is sustainable. The main questions we proposed are as follows: • Do consumers prefer to shop luxury or high-street? • Does sustainability play a role in the shopping process for consumers? • Do consumers think brands need to be more sustainable? These questions helped guide our research process through surveys and content analysis. We gathered comments from multiple social media sites and analyzed those comments based on certain categories. By researching consumer’s opinions on sustainability, we were able to get a feel for what people look for when shopping. Next, we created a survey asking a series of questions to consumers of all ages and genders to understand whether or not sustainability is important to them. Much to our surprise, we discovered that most consumers do not shop sustainably nor do they think about if a brand is sustainable, but they do they that more brands should make an effort to publicize and try to be more conscious. This survey was essential to our research because we needed to see what the general opinions are on sustainability.
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From Cradle to Grave: Apparel Product Life Cylce
In this project we studied the entire life cycle of apparel from the manufacturing process, purchasing, consumer care and discarding phase of the product. We studied how these phases can cause negative effects on the environment by increasing the carbon footprint and by adding waste to landfills. We discovered that the overproduction of apparel is a leading cause in our growth of landfills and climate change. We studied how consumers of all ages and brands can make a difference in being sustainable in their production and care habits. We studied this topic by researching how much consumers are affecting the environment by washing clothes too often and by throwing them away. Studies showed as the years go on, fast fashion companies are over producing apparel in the quickest way possible leading to a larger carbon footprint and waste. We collected opinions from consumer and industry professionals’ comments on social media about sustainability and fast fashion. Then, we conducted a survey asking consumers of their purchasing and discarding habits and thoughts on sustainability. After doing background research and conducting our own studies, we found out that most clothing donated is thrown in landfills, but there are brands who are encouraging consigning and renting apparel. Half of the consumers who participated in our survey were knowledgeable about sustainability and were supportive of thrifting their unworn clothing and purchasing used clothing as well. Outside research showed that many people stray away from sustainably made apparel because of the higher price for basic styles.
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Cotton in the Athleisure Market
The use of different laundering techniques can either elongate an items lifespan or shorten it. For cotton athletic apparel, most consumers are unaware of the proper laundering techniques needed to preserve the items original look, shape, and feel. Although most consumers favor this fabric, this lack of knowledge often leads to negative reviews for a company’s cotton athleisure, which can be very damaging to their brand image, when the problem most likely arises from improper care. Unfortunately, there is very limited information regarding the best ways to launder cotton activewear, especially depending on the construction process and finishes used. We conducted research to identify what laundering issues frustrated consumers the most and whether or not they would be interested in learning the best ways to care for their garments, even if the process is unfamiliar and inconvenient. Most survey participants responded that shrinking/deformation, wrinkling, and lingering odor were their biggest concerns, and that they would be willing to use alternative methods to properly care for their garments. Consumers want to know that the clothing they invest in is going to perform the way it’s advertised, therefore will take extra steps to make this happen. Furthermore, designers and other leaders in the fashion industry must work to create stronger materials that will withstand basic laundering procedures or speak out more regarding alternative ways to properly care for cotton athleisure.
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Assessment of Branding Sustainability in the Fashion Industry
As our impact on the environment grows, sustainability has become more popular among consumers. However, while consumers call for more sustainable business practices, companies are still hesitant to implement sustainability. To understand why businesses were reluctant to transition to sustainable practices, a content analysis was conducted. A collection of eighty comments from various sources were coded into units of analysis where patterns were identified in the data. A survey was also created and distributed to further determine consumers’ opinions on what sustainability means to them and to what extent fashion businesses are achieving sustainability. The results of the content analysis and the survey confirmed that consumers care about sustainability. A majority of the comments collected in the content analysis were positive impressions about sustainability. The survey reflected the same opinions. However, the survey and content analysis also showed that consumers feel that businesses need to do more to promote sustainability within their brand, and to protect the environment. This study emphasizes on the fact that businesses need to educate themselves, and move toward sustainable business practices. The biggest reason companies have not made more progress to transition to sustainable practices, is because they believe multiple untrue statements about sustainable businesses. This study aims to teach businesses the importance of sustainability, and simple ways companies can start to make changes to their brand and methods. With this, the fashion industry as a whole can move one step closer to closing the loop.
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Consumer Perception of Cotton Sustainability
This research focuses on consumers’ perception, knowledge, preferences, and the amount of importance they place on cotton sustainability. Specifically, we developed an online survey to investigate what consumers value when making purchase decisions, consumer knowledge regarding sustainable cotton, and how accessible sustainable cotton products are for today’s consumers. We found that many of our participants were in the 18-24-year-old age range and value how their clothing is produced. This age range had the greatest knowledge regarding cotton sustainability compared to all other age ranges. 75% of the survey participants relayed that sustainable cotton is only moderately available to them when shopping. Over 50% stated that pricing strongly affects their purchase decisions. In all, our results suggest that consumers are conscious and willing to incorporate sustainability into their shopping patterns. However, price reduction and increase in availability would encourage consumers to shop even more sustainable.
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Inter-Fiber Competition and Consumer Preferences
In this research project, we studied the inter-fiber competitions between consumer preferences in the fashion industry. We focused on sustainable cotton versus synthetic fibers or a blend of both. We conducted prior research in the form of literature reviews and a content analysis with coded reviews based on consumer preferences. We coded 100 reviews based on whether they were positive or negative regarding the sustainable/fiber aspect of the product. We then used this prior exploratory research to conduct our own Qualtrics survey using the Snowball and Convenience methods where we gathered 33 survey responses that gave us a better understanding of consumer’s preferences when purchasing clothing. Our responses came from a diverse group of men and women over 18 with varying degrees of income, education, and living environments. We found that overall consumer’s perceptions of the fibers that go into their garments are clearly influenced by surrounding circumstances and overall understanding of varying factors such as price, production, material, and perceived quality. These findings are crucially important for retailers and manufactures to understand in order to maximize profit and customer satisfaction as the fashion industry continues to head in a direction of more sustainable and ethical practices.
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Cotton in the Athleisure Market
Abstract: Cotton in the Athleisure Market Grace Flanagan & Charlotte Reilly For our project we conducted a lot of research to figure out how the athleisure market affects the cotton industry. We studied how the growing athleisure market is affecting the cotton industry and all the jobs it provides to people. The cotton industry is slowly declining and there are many people trying to change this and the way the industry works. After managing our research, we conducted a survey to figure out how many people support the growth of the athleisure industry, and what their buying patterns may have consisted of. After doing all of this, we realized how much of a negative impact this market is having on the cotton industry and our eyes were opened to all of the efforts people are making to try and combat this. The main goal of our research was to fix the negative impact the athleisure market has on the cotton industry by keeping track of the profitability of athleisure brands. By doing so, we looked at customer comments online through a variety of social media platforms. After completing our extensive research and administering our online survey, we concluded that the production of cotton and the cotton industry has a more positive influence on the retail industry as a whole than we ever considered, and we must do as much as we can to repair the damage that has been done to cotton’s image in the eyes of consumers.
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Marketing Organic Cotton to Consumers
Over the past few decades there has been an increase in the awareness of sustainability and the unethical practices of many fashion companies have been exposed. Having a shift in awareness has caused an increased pressure on fashion companies to be more transparent, foster more sustainable and uphold ethical practices (Hepburn, 2013). One way brands are striving to be more sustainable is through the use of organic cotton. We know that there are a variety of ways brands can market organic clothing which can increase consumer interest and sales. The challenges consumers are facing is the lack of knowledge about organic cotton due to businesses not educating people properly. We know that a combination of organic and social responsibility certification, label utilization, and consumer education can all be helpful marketing tools to help increase consumers interest in organic cotton clothing and their desire to purchase. What we do not know is how much consumers care about organic and social responsibility certification, label utilization, and consumer education so that is the primary goal of our research. We understand that we can gain a significant amount of data on how consumers perceive organic cotton by furthering our research through conducting surveys and looking at the comments from consumers on clothing brand websites, online articles, and social media. To achieve our goal we will gain quantitative data on what topics are most important to consumers when considering and purchasing organic cotton, changes can be made to help market and brand organic cotton more effectively.
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Consumer Preferences in the Fashion Industry: Inter-Fiber Competition
During the course of our research, our goal was to determine three things: (1.) which factor was the most important to respondents when making apparel purchase decisions, (2.) if fabric content is an important factor when respondents purchase clothes, and (3.) which fabric content (natural/synthetic) do they prefer. To determine this, we collected customer reviews on natural and synthetic fabrics as well as creating and distributing a survey. We collected the results and investigated the data. At the conclusion of our research, three things were determined. First, we concluded that fit is the most important factor for consumers when making purchase decisions. According to our survey, 37.14% of respondents said the fit was the most important factor for them when buying clothes. Second, we concluded that the majority of consumers do in fact look at the fabric content of a garment before purchasing it. 77.14% of respondents claimed they look at the fabric content before making purchasing decisions compared to the 22.86% who claimed they did not. Lastly, we were able to conclude that most consumers prefer natural fabrics such as cotton, wool and hemp versus synthetic fabrics such as polyester and spandex. Our data showed that 85.71% of respondents prefer natural fabrics while 14.29% prefer synthetic fabrics. Overall, people care about the fabric content before purchasing garments in which they prefer natural fibers compared to synthetic fibers mainly because of the comfort.
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Consumer Laundering Practices
This research focuses on consumer awareness of the impacts of their laundering practices. We studied the apparel product lifecycle and the environmental impacts throughout and learned that the most significant environmental damage takes place during the consumer use phase. Specifically, recent studies have found that consumer laundering practices have a major impact on global warming and ozone depletion (e.g., Cotton Inc. 2012). After relevant exploratory literature review, content analysis of online articles related to the environmental impacts of the consumer use phase of the apparel product life cycle, a subsequent online survey was administered. The collected data was then analyzed, giving rise to several important implications. From our results, it can be concluded that consumers are still using harmful detergents and high energy use practices. In all, we believe that even though consumers are expressing interest in sustainability, they are not aware of the harmful impacts of their laundering practices.
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Sustainability in Fast Fashion
The research for this study focuses on sustainable practices in fast fashion. The goal is to learn more about sustainability and fast fashion and to discover what the consumer values from both. The long term goal is to use this knowledge to make fast fashion more sustainable. More specifically to apply these practices to Zara, one of the largest fast fashion companies, which can help give them a competitive advantage. Our research started with a literature review on sustainability, fast fashion, and the effects of both. It revealed that fast fashion has many negative effects on the environment and that there is no one solution that can be used for all apparel retailers. We continued our research through people’s comments on the topics in order to discover the consumer’s knowledge and their opinions on these topics. From this we learned that many consumers are concerned with sustainability, but think that it is currently unaffordable and they think that fast fashion has many negative effects, but is trendy and affordable. Lastly, the consumers are currently favoring H&M over Zara due to the start of their sustainable practices. From our previous research we created a survey that furthered explored consumers knowledge and thoughts on these topics. This revealed that many consumers shop fast fashion because its trendy and affordable. The results also showed that many people practice some form of sustainability, but they think sustainable apparel is too expense.
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From Cradle to Grave: The Apparel Lifecycle
From Cradle to Grave is a study of the life cycle of apparel, but more specifically of the fast fashion industry and its detrimental effects. The primary goal of this research is to analyze the thought processes behind consumers garment purchasing and disposal habits. This will serve as a means of determining whether better knowledge will alter how the life cycle operates and ultimately become more sustainable for the environment and industry. In the beginning stages of our research we analyzed scholarly articles and journals in order to study current findings on apparel consumption and its effects on the environment and factory workers. This later helped us determine that the white space existed in consumer knowledge and awareness. A content analysis was then conducted, with the content coming from comments on YouTube videos and posts made on social platforms. Through this, we were able to determine that consumers view much of the fast fashion industry as negative. Lastly, a survey was distributed through our own personal social platforms where it received over 50 responses. The responses showed that half of respondents were aware of the negative impact fast fashion has, while the rest were not aware. Consumers made apparel purchases for various reasons, but hardly any made purchases based on sustainability or being ethically made.
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Water Conservation in the Textile Industry
The textile manufacturing process is one of the leading causes of water pollution in the world today, and most consumers are unaware of the adverse effects of textile dye processes on water consumption and pollution. Educating consumers on the current state of water usage within the industry, and the newfound developments within the cotton dyeing process, will fast-track the integration of new cotton dyeing processes into everyday textile production.Through research, the analysis of 70 consumer comments, and surveys, results from this study shows that consumers are willing to learn more about sustainability in the fashion industry and make purchase decision based off of their new knowledge.
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Natural Cotton Fibers vs. Genetically Engineered Cotton Fibers
In this research project we conducted studies to analyze the difference, awareness, and usage of natural cotton vs genetically engineered cotton. We conducted this study by researching and analyzing the difference in harvest and growth tactics between the two. We dug deep into these two tactics in order to gain a strong understanding of these two types of cottons for ourselves. We wanted to be able to understand what consumers know; what they don’t know, and what they should know, in order to further our research. We searched multiple social media platforms to collect comments about cotton fibers. We then reviewed, up to 80 comments we found from consumers worldwide, on their issues with each type of cotton and which one they prefer. We made a content analysis chart to separate our comments to see more accurately our results. We then conducted a survey to gain a closer population of answers. College students and professionals were our main respondents. We asked more in depth questions, to find answers to how our consumers perceive natural cotton fibers vs. genetically engineered cotton fibers. After this study, we found that consumers are most concerned with sustainability. Consumers are more likely to buy something if it's more environmentally friendly. In today’s society, sustainability is everything and we must continue to strive towards a more sustainable world in every aspect.
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AbstractThis research focuses on the fashion industry’s efforts to become more sustainable and how much water is used in the production of cotton clothing. The cotton industry relies heavily on the use of water to manufacture and produce cotton goods that are used for clothing. The overuse of water by the cotton industry is creating a severe water scarcity issue. Using an online survey method, we attempted to understand the general public’s knowledge of water scarcity and also whether they would be willing to pay more for clothing that are produced in a more sustainable manner. Analyses of the collected data showed that many participants were aware or somewhat aware of the impacts cotton had on the water scarcity issue. We also found that a majority of our participants were willing to pay more for sustainable clothing. |
AbstractDuring the course of our research, our goal was to determine three things: (1.) which factor was the most important to respondents when making apparel purchase decisions, (2.) if fabric content is an important factor when respondents purchase clothes, and (3.) which fabric content (natural/synthetic) do they prefer. To determine this, we collected customer reviews on natural and synthetic fabrics as well as creating and distributing a survey. We collected the results and investigated the data. At the conclusion of our research, three things were determined. First, we concluded that fit is the most important factor to consumers when making purchase decisions. According to our survey, 37.14% of respondents said fit was the most important factor to them when buying clothes. Second, we concluded that the majority of consumers do in fact look at the fabric content of a garment before purchasing it. 77.14% of respondents claimed they look at the fabric content before making purchasing decisions compared to the 22.86% who claimed they did not. Lastly, we were able to conclude that most consumers prefer natural fabrics such as cotton, wool and hemp versus synthetic fabrics such as polyester and spandex. Our data showed that 85.71% of respondents prefer natural fabrics while 14.29% prefer synthetic fabrics. Overall, people care about the fabric content before purchasing garments in which they prefer natural fibers compared to synthetic fibers mainly because of the fit and comfort. |
Evolution of Cotton in Athleisure
Our project’s main focus was to research the usage of cotton in the athleisure market. It was concentrated on informing consumers about cotton therefore making it more accessible to consumers. While researching, it was found that switching from synthetics to cotton would reduce waste and the global carbon footprint. It also has shown that cotton clothing will help sustain the fashion industry longer. The biggest disconnect was consumers not being informed about advanced cotton which is constantly evolving in the changing times. While synthetics fabrics are still the prominent and most used in fast fashion today, advances in cotton will eventually lead to innovation in athleisure. Through snowball sampling method of surveys, it was found that customers are open to learning and using cotton therefore validating our hypothesis and supporting the evidence we used for research.
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Cotton in the Athleisure Market
By investigating consumer perception toward athleisure wear and the industry’s current offerings we were able to develop a deeper understanding of how cotton can improve a growing sector. First, we researched cotton fiber improvements in technology and how these advancements had application to the athleisure market. By analyzing online comments left on various social media platforms, we were able to grasp a general idea of how consumers feel about what is currently available in the athleisure industry. From there we formulated a survey that was designed to dive deeper into consumer shopping habits and how cotton can be integrated into what shoppers are already buying and looking at in stores. The survey was distributed to students and faculty members at Kent State University and a few other consumers that we reached via multiple forms of social media. The collected data was then analyzed and compared to online comments to even further our understanding of the industry and how exactly cotton can improve and prove to be a worthy investment for the athleisure market.
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Cotton, Clothing Disposal Habits & Biodegradability
Disposable clothing and toxic production methods have become unavoidable across most textile markets. Customer demands for more relevant fashions at lower costs have created a shift in the culture of supply chain and has given an entirely new meaning to “sustainable fashion”. The disposal habits of consumers have impending consequences on products’ life cycles. While conducting research, it was found that there is a gap in the level of awareness between consumers’ habits. Many consumers are unaware how their habits are creating irrevocable consequences on the market and environment. We found that over 50% of participants prefer to dispose of their unwanted or damaged clothing through donation and second-hand organizations. This could be due to lack of knowledge of other sustainable options at their disposal, or the positive reinforcement behind donations. Further research into biodegradable fibers has been a topic of interest in the quest towards sustainability. Cotton fibers have the ability to degrade quicker than others, such as polyester, making it a feasible option. Through our research, we found that 50% of consumers prefer cotton over other fibers. However, awareness on biodegradable fibers as a whole was lacking, outlining room for improvement and education in this area. After examining the relationship between consumer disposal habits and biodegradability, additional questions have been formulated, but it remains unclear if consumers’ are willing to take actionable measures towards a more sustainable future.
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Organic Cotton: Consumer Perception and Knowledge
This research focuses on examining consumer awareness and perception regarding organic cotton and responsibly-sourced cotton initiatives.. After relevant exploratory literature research and content analysis of consumer opinions towards organic cotton, an online survey was administered. The collected data was analyzed, giving rise to several conclusions. Consumers ranked cost as the most important factor when purchasing clothing, while ranking material quality and sustainability as less important. Consumers responded that they have some knowledge of the fashion industry’s impact on the environment but don’t have as much knowledge of responsibly-sourced cotton initiatives. Consumers stated that if they knew a product was made sustainably, they would be more likely to buy it. Organic cotton products pose a higher price point but if consumers were aware of the benefits of organic cotton and responsibly-sourced cotton initiatives they would be more likely to purchase these products.. In general, our survey questions focused on investigating how much consumers know about the fashion industry and the products they are buying. We believe that the issues identified via the survey could be addressed by properly educating the consumers.
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Interfiber Competition: Cotton Versus Synthetic
This research project focuses on examining consumer perception of cotton versus synthetic fibers in clothing items. Interfiber competition is a prominent issue within the textile industry, especially between the previously mentioned fibers. Beginning in the 1990s, cotton lost its majority share of the textile industry to its increasingly popular synthetic counterpart. The price, quality, and diversity of use were all hypothesized factors of what led to the interfiber competition. After conducting exploratory research, a content analysis of consumer comments on social media platforms was executed, and a subsequent online survey was distributed to gather an in-depth understanding of consumer opinion regarding cotton and synthetic fibers. Through our research, we learned that consumers are aware of the different textiles used to make their clothing and the majority of them look at the care label before they purchase an item. Based on our survey results, we found that consumers are highly responsive to the price, quality, and comfort of a clothing item before they purchase it. Additionally, we discovered that consumers perceive cotton as being both higher price and higher quality than synthetic fibers. To regain its majority market share, the promotion of cotton textiles will need to address the issue of its perceived higher price and emphasize the high quality and comfort of the fiber.
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Evolution of Relationship between Fashion and Society: Among Women and LGBTQ+ Community
The aim of this research was to study the evolution and relationship of the fashion industry and societal shifts in the stereotypical gender system. The goal was to gain deeper understanding of integration in feminist social movements from the 1960s through 2000s and the fashion industry. This allowed the researcher to go further and relate the past with present actions, considering fashion as a tool to show strength and individuality. Fashion gives power to be authentic which aligns with current trends. The motive behind this study was accomplished by collecting, reviewing, and analyzing content of relevant scholarly works along with magazines, newspapers, and current events. The research revealed a few examples that changed the aspects of power through clothing in past decades. The core idea is to explain the importance of clothing and style in expressing thoughts, opinions, and personality. Feminism and fashion are the main two pillars of this study, while LGBTQ+ and politics form the other two important themes of this work. These four topics are evidently taken into the account and integrated into an organized result with existing commonalities presented through this investigation. This research provided a foundation for future exploration, which will take a deeper dive into the involvement of fashion in power and politics. With further opportunity to investigate, this study brings up the social movements reflected in appearance that was and is successful in changing and representing gender dynamics in our society.
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Consumer Clothing Disposal Habits
As a result of fast fashion, consumers are buying, and therefore, disposing of, synthetic clothing at record levels. Despite consumers’ best intentions, most clothing disposed of ultimately reaches a landfill. When clothing decomposes in a landfill, it leaches chemicals that pollute soil, air, and waterways for thousands of years. Many companies have implemented programs that allow consumers to give back their used clothing to be reused or recycled. However, this accounts only for a small percentage of clothing disposed of. If fast fashion remains at the forefront of the apparel industry, consumers will continue to dispose clothing. Alternative options, such as creating biodegradable clothing, could help to reduce pollution, but only if consumers are interested. The primary goal of our research is to assess how consumers’ level of knowledge and interest in fiber content and sustainability affects their clothing disposal habits. Through collection of data from a young, educated audience and careful analysis of social media posts, we concluded that consumers care more about price and style than fiber content and biodegradability. Consumers keep clothing for years before disposing of it, and upon disposal, the majority donate to second-hand stores with only a few passing it down or selling it themselves.
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Abstract: Cotton in the Athleisure Market
Cotton in the Athleisure Market By: Christina Schorsch and Emily Casto The use of different laundering techniques can either elongate an items lifespan or shorten it. For cotton athletic apparel, most consumers are unaware of the proper laundering techniques needed to preserve the items original look, shape, and feel. Although most consumers favor this fabric, this lack of knowledge often leads to negative reviews for a company’s cotton athleisure, which can be very damaging to their brand image, when the problem most likely arises from improper care. Unfortunately, there is very limited information regarding the best ways to launder cotton activewear, especially depending on the construction process and finishes used. We conducted research to identify what laundering issues frustrated consumers the most and whether or not they would be interested in learning the best ways to care for their garments, even if the process is unfamiliar and inconvenient. Most survey participants responded that shrinking/deformation, wrinkling, and lingering odor were their biggest concerns, and that they would be willing to use alternative methods to properly care for their garments. Consumers want to know that the clothing they invest in is going to perform the way it’s advertised, therefore will take extra steps to make this happen. Furthermore, designers and other leaders in the fashion industry must work to create stronger materials that will withstand basic laundering procedures or speak out more regarding alternative ways to properly care for cotton
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Sustainability in the Fashion Industry
Through market research we found an increase in demand for sustainable products specifically within the fashion industry. Our primary research goal was to assess consumers’ perceptions and concerns with sustainability issues relevant to cotton. Through a priori coding we were able to determine what consumers value when shopping for products and how the industry can change their production methods to fit these consumer demands. The majority of our target population includes the Millennial generation. We found comments from social media platforms including Instagram, Facebook and YouTube which concludes 75 comments total. By gathering commentary from multiple social media platforms, we were able to see first-hand what the consumer views as a positive or negative factor in regard to sustainable fashion. We conducted a survey which was then sent out to other college students, as well as followers on our social media platforms. From our data analysis, we conclude that consumers are looking for brands that are trusting and transparent with their consumer base, and actually going to make a change to become more sustainable in the future.
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Abstract: Natural Cotton vs. Genetically Engineered Cotton
In this research project we conducted studies to analyze the difference, awareness, and usage of natural cotton vs genetically engineered cotton. We conducted this study by researching and analyzing the difference in harvest and growth tactics between the two. We dug deep into these two tactics in order to gain a strong understanding of these two types of cottons for ourselves. We wanted to be able to understand what consumers know; what they don’t know, and what they should know, in order to further our research. We searched multiple social media platforms to collect comments about cotton fibers. We then reviewed, up to 80 comments we found from consumers worldwide, on their issues with each type of cotton and which one they prefer. We made a content analysis chart to separate our comments to see more accurately our results. We then conducted a survey to gain a closer population of answers. College students and professionals were our main respondents. We asked more in depth questions, to find answers to how our consumers perceive natural cotton fibers vs. genetically engineered cotton fibers. After this study, we found that consumers are most concerned with sustainability. Consumers are more likely to buy something if it's more environmentally friendly. In today’s society, sustainability is everything and we must continue to strive towards a more sustainable world in every aspect.
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Athleisure: Cotton vs. Synthetic FibersThis research focuses on examining consumers’ perception and awareness of sustainable organic cotton practices. Specifically, we investigated the buying habits of the activewear and athleisure customer. Through exhaustive exploratory literary research, we conducted a content analysis of relevant source materials comprised of online articles and scholarly journals. We then administered an online survey with the goal of understanding what consumers value and seek out in athletic garments. After analyzing the subsequent data, we came to the conclusion that while consumers believe that synthetic fibers perform better, they are still likely to purchase cotton as they believe it to be more ethical to the environment. Our survey participants were more likely to purchase sustainable products even if it was more expensive because of their commitment to the environment. Additionally, we found that our participants wear activewear 4-6 times a week and wear it as everyday-wear 2-3 times a week. This means that consumers frequently wear activewear and, in general, our conscious of its fiber content and its environmental impact. |
Sustainability and Water Waste in the Fashion Industry
Sustainability and Water Waste in the Fashion Industry; Abstract This research evaluates consumer awareness of water use and its role in the denim industry. The specific goal is to find out how much consumers know about sustainability, water waste, and the manufacturing process of denim. Upon conducting external research through online articles, videos, lectures and feedbacks from various sources, an online survey was conducted. The survey was designed to collect data about consumer purchasing patterns and whether consumers would alter their purchasing patterns if they knew more about sustainability and unethical practices within the fashion industry. The analyses of the collected data suggested that the majority of the consumers are millennials who show an increased concern for sustainability and already possess some degree of knowledge on sustainable practices as well as water waste in the fashion industry. Though the ultimate priority for the consumer is cost, sustainability came close to the top. Most consumers responded positively when asked whether learning more about sustainable practices and the impact of waste would change their purchasing patterns. Overall , we believe that there is a solid awareness within the younger generation toward sustainability and the wasteful practices within the fashion industry.
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The Future of Brick-and-Mortar Fashion Retail
The fashion industry is driven by the consumer. The introduction of Generation Z to the retail marketplace brings a unique set of consumer preferences and expectations that must be met to ensure a brand’s success. Retail is undergoing a major evolution and research is essential to determine the “how”; how retail is changing and how retailers can adapt for the future. Learning the customer is an essential part of this process. Very few studies have directly asked Generation Z shoppers what they want from the retail environment. Moreover, none were identified that specifically asked fashion students—our future industry professionals—what they want to see from fashion retailers. To address this gap, these representatives of the cohort were specifically chosen for this study because of their curricular focus and first-hand experience in the retail and fashion industry. The purpose of this study was to provide a comprehensive view of what these educated consumers value most in the customer experience, the advantages and drawbacks of brick-and-mortar retail shopping today and what they wish to see change in the future. Findings of this research will inform initiatives related to technology, products and services that fashion retailers must consider to meet evolving customer needs. Overall, the results supported the literature and added to the understanding that Generation Z is not a homogeneous group when it comes to shopping behavior and preferences. The entire fate of retail is based on how well brands can adapt to the changing face of its customer.
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Augmented and Virtual Reality as Experiential Retail Strategy: Social Responsibility Knowledge, Concern, and Purchase Intention Among Gen Z
The purpose of this research is to understand how knowledge of Fair Trade creates a sense of social responsibility concern which would lead to purchase intention; while being moderated with the use and perception of Virtual (VR) and/ or Augmented Reality (AR). An online survey of 214 Gen Z respondents was conducted through an online survey in order to understand participants thoughts and familiarity with AR/VR. After the data was collected a hierarchical regression using SPSS 24.0 was run to understand the relationship between each variable of the study leading to purchase intention. A majority of respondents were female and 18 years old with 78.0% indicating that they would use AR/VR to enhance their shopping experience. It was found that knowledge on Fair Trade is not significant on purchase intention and neither the perception of AR/VR. However, it was found that social responsibility concern and use of AR/VR is significant on purchase intention. Overall, it was found that AR and VR are tools this generation is willing to use within their shopping experience. Particularly, when it comes to fair trade and social responsibility, this group is looking forward to being educated on the topics. Utilizing AR/VR in the shopping experience in store or online should be of high consideration of retailers wanting to create empathy in how clothes were made. Academics should focus more on how this type of experience could be created and marketed as a form of experiential retailing.
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