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| Abstract |
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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Faculty Mentor
Buhyung (Ellie) Cho |
| Modified Abstract |
This study focuses on learning about sustainable practices in fast fashion and what consumers value in both. 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 both on socially and on the environment. We continued our research through people’s comments on the topics. From this we learned that many consumers are concerned with sustainability, but fast fashion has the benefit of being more affordable. 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 think it is too expense. |
| Permalink | https://oaks.kent.edu/ugresearch/2020/fashion-merchandising/sustainability-fast-fashion |
Sustainability in Fast Fashion
Hinkelman, B., & DiCarlo, D. (n.d.). Sustainability in Fast Fashion (1–). https://oaks.kent.edu/node/10343
Hinkelman, Brianna, and Deanna DiCarlo. n.d. “Sustainability in Fast Fashion”. https://oaks.kent.edu/node/10343.
Hinkelman, Brianna, and Deanna DiCarlo. Sustainability in Fast Fashion. https://oaks.kent.edu/node/10343.