Open Access Kent State (OAKS)

This research focuses on understanding consumer preferences towards natural and synthetic fibers and the effect the fibers have on the purchase decision-making process. Additionally, it does a dive into Gen-Z and the generation's fiber preference. After exploratory research from sources such as Cotton Works and Sourcing
Journal, there was a content analysis done of reviews of a cotton workout shirt and comments under two YouTube videos about natural and synthetic fibers. Additionally, an online survey taken by those in Gen-Z was administered. The content analysis showed that consumers don’t value synthetic fibers over natural ones. The
survey was not as conclusive but showed that Gen- Z doesn’t value sustainability and fiber preference as much as the initial research showed and isn’t as price-conscious as was thought.

Today, the apparel industry is one of the world’s most polluting industries with unsustainable practices continuing post-purchase. With the rise of fast fashion, young consumers are not being taught proper consumption and disposal habits despite their behaviors having huge impacts on the environment. As the lifecycle of clothing gets shorter, global textile waste and ecosystem pollution increase. Our main objective is to study consumers’ disposal habits and examine the value they perceive in more eco-friendly options, such as reusability and biodegradability of apparel products. In order to meet this objective, we conducted in-depth industry research and a content analysis of consumer behavior. Overall, this research will help aid in creating strategies that transform the current linear fashion model into a more circular, environmentally cautious industry.

This research revolves around the idea of athletic wear. Athletic wear is currently dominated by the synthetic fiber world, which is slowly deteriorating our oceans and environment. This project explores the idea of incorporating cotton into our athletic apparel to better catalyze the theme of sustainability in the fashion industry and to overall reduce the carbon footprint that the athleisure market currently has. I have assessed how consumers feel about athleisure products that are cotton-based or 100% cotton via a content analysis method. Research was conducted based on various athletic apparel brands’ websites, and the comments that consumers left on cotton-based products. A survey was also executed to explore what consumers generally look for out of their athletic apparel, to see if the two correlate. The data collected was then analyzed to answer the research question of “What are consumers’ main benefits and drawbacks with cotton-based athletic apparel?” As results showed, the top qualities that consumers found in cotton-based athletic apparel are the same qualities that consumers look for in their athletic apparel. Overall, this research proves that cotton is an excellent addition to athleticwear and would give a more sustainable approach to the increasingly popular athleisure industry, without compromising the attributes that are most important to consumers.

The aim of this research is to study the significance of Power Dressing in a modern democracy by exploring the dynamics of clothing, concerning the power it portrays for women holding prominent positions in public office. This study discusses a selection of iconic women politicians from different countries and their way of Power Dressing. Built on a foundation of scholarly articles, newspapers, and current events, this research accomplishes its motive through data analysis from a survey developed by the researchers. This study provides a platform for understanding the association between fashion and politics, the concept of Power Dressing, and its significance in a modern democracy, especially for women. With changing dynamics of society, this study forms aid in understanding perceptions of stakeholders in contemporary events.

The objective of this research was to propose a solution to the lack of diversity in the beauty industry through the creation of a new line and marketing campaign. The researcher identified a gap in the market after researching the needs of the Black consumer in regards to marketing, shopping preferences, and product development. This research aligned with a shift in consumer needs following social unrest in 2020. Companies were put in the spotlight to speak out against social justice reform and struggled to connect authentically with consumers. As a result of the identified gap, the researcher created a skincare line and marketing strategy developed specifically for Black consumers that catered to their skincare needs in hopes to promote constructive change within the beauty industry.