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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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Faculty Mentor
Ellie Cho |
| Modified Abstract |
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. |