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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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