Bachelor Thesis from the year 2020 in the subject Sociology - Consumption and Advertising, Dublin Institute of Technology, course: International Business, language: English, abstract: This research project explores the consumer awareness of fast fashion amongst Irish consumers aged between eighteen and twentyfive. The aim of this research is to explore the level of awareness consumers have regarding fast fashion. Additionally, it intends to explore what the term “Fast fashion” means to young Irish consumers. Furthermore, this research aims to provide information on consumer perceptions of fashion retailers. Moreover, the research also intends to highlight whether those perceptions play a role in the buyer decision process. The key findings suggest that consumers fail to associate the ethical and environmental concerns that are synonymous with the fast fashion industry. Moreover, the research also exposed a failure that there is a disconnect between the term fast fashion and the manufacturing methods. Fast fashion and sweatshop labour are not mutually exclusive terms yet fast fashion as a term does not seem to carry the burden of its manufacturing origin. It was found that consumers have intentions of shopping more ethically and sustainably. However, there appears to be several misconceptions in what is currently considered ethical fashion among consumers which would affect the consumers ability to make an informed purchase decision. Cognitive dissonance being the act of consumers distancing themselves from purchase decisions that contradict their morals to avoid the feeling of discomfort was evident in this study. This research also found that the practice of greenwashing was present in fast fashion retailers advertising which does not portray the true environmental and social impacts of a product to the consumer.

Fast fashion retailers bring apparel products to market much more quickly than in traditional apparel retailing. Fast fashion retailers are able to respond quickly to both fashion trends and consumer demand. Yet the emphasis on speed has quickened the consumption of fast fashion apparel products, which are produced with low quality and thus have short product lifespans. Critics of fast fashion cite these negatives, combined with chemicals, water and energy used in production, among other issues, as detrimental to the environment. However, some fast fashion retailers have implemented sustainable options into their product offerings. This study analyzes consumers' perceptions of a sustainable brand extension introduced by a fast fashion retailer. The research is divided into two studies. First, an exploratory study was conducted to assess consumer knowledge of sustainability and fast fashion and to uncover potential factors for the model of the second study. Findings show a low level of knowledge of the holistic principle of sustainability and specific adverse effects of the apparel industry and of the concept of fast fashion. Despite some skepticism, participants feel steps must be taken towards sustainability and that every effort helps. The second part of the research tested consumer perceptions of a potential sustainable line extension introduced by a specific fast fashion retailer. Following brand extension theory, study two tests the influence of brand knowledge and affect on both the perceptions of brand-cause fit and brand-extension fit and the influence of cause knowledge and involvement on the perceptions of fit between brand and cause. The influence of brand-extension fit and brand-cause fit on attitude toward the extension was also analyzed. An online self-administrated survey using the written scenario approach resulted in 598 responses. Findings show the influence of brand knowledge and affect on brand-extension fit and brand-cause fit and cause knowledge and involvement on cause-brand fit. Implications for retailers include leveraging consumers' past knowledge and affect of the brand through marketing of the sustainable product. Overall the study shows that consumers do view sustainable products as fitting with fast fashion retailers, based on their previous knowledge and affect of the brand and cause.

This book discusses the connection between fast fashion brands and customer-centric sustainability. It highlights what consumers can do with fast fashion and the important aspects that need to be addressed to make fast fashion sustainable. Fast fashion is an inevitable element in today’s fashion business cycle and its adverse impacts on sustainable fashion are a major issue.

Praise for the previous edition: "[A] fascinating book." John Thackara, Doors of Perception "Provides the foundations for a radical new perspective." Ethical Pulse "At last a book that dispels the idea that fashion is only interested in trend-driven fluff: not only does it have a brain, but it could be a sustainable one." Lucy Siegle, Crafts Magazine Fully revised and updated, the second edition of Sustainable Fashion and Textiles: Design Journeys continues to define the field of design in fashion and textiles. Arranged in two sections, the first four chapters represent key stages of the lifecycle: material cultivation/extraction, production, use and disposal. The remaining four chapters explore design approaches for altering the scale and nature of consumption, including service design, localism, speed and user involvement. While each chapter is complete in and of itself, their real value comes from what they represent together: innovative ways of thinking about textiles and garments based on sustainability values and an interconnected approach to design. Including a new preface, updated content and a new conclusion reflecting and critiquing developments in the field, as well as discussing future developments, the second edition promises to provide further impetus for future change, sealing Sustainable Fashion and Textiles: Design Journeys as the must-buy book for fashion and textiles professionals and students interested in sustainability.

Fast fashion is a term used to describe trendy apparel created with a short cycle time and planned obsolescence. Consumers view such items as disposable due to poor garment quality and low price points. Although consumers are aware of the environmental impact of apparel consumption, the popularity of fast fashion persists. Manufacturers and retailers push fast fashion into consumer markets, yet research has not focused on consumers', specifically future professionals in the apparel industry, feelings about fast fashion and its impact on the environment. Therefore, the present research addresses this gap in existing research. The purpose of the study was to identify factors that perpetuate fast fashion as well as to investigate the constructs and feelings consumers associate with the fast fashion cycle. Furthermore, this research sought to determine if consumers of fast fashion perceived the limited lifespan of their clothing as problematic. In-depth interviews were conducted using a moderately structured questionnaire. Thirteen female undergraduate students majoring in design and/or merchandising management participated. During the interviews, participants displayed five fast fashion items they no longer wear and discussed why they stopped wearing them, as well as how they feel about no longer being able to wear them. Participants also discussed how they feel about fast fashion, as well as how they feel fast fashion impacts society and the environment. The first objective was to understand what factors prompt consumers to stop wearing fast fashion apparel. Communicative failure of the garments, including quality issues, fit issues and style-related meaning conflict, as well as boredom prompted participants to stop wearing the fast fashion items. The second objective was to understand how these factors change consumers' feelings about fast fashion apparel items they no longer wear. Quality issues and fit issues changed how participants felt about the items; these findings were explained within the context of Symbolic Interaction Theory. The third objective was to learn how consumers feel about the limited lifespan of fast fashion apparel. Feelings ranged from neutral to negative. Participants often noted that the low price of the apparel justified the limited lifespan. When asked how fast fashion impacts society, feelings ranged from positive to negative. Social implications included the promotion of consumerism, stimulation of the economy, fashion accessibility to all levels of income, ethics, and environmental impact. Based on findings, a model was developed to describe why consumers purchase fast fashion, why consumers stop wearing fast fashion, consumers' perceptions of social implications, and consumers' coping strategies and justification for fast fashion.

This publication aims to provide a source of inspiration for students, designers and companies, and all stakeholders whose interest lies in the area of sustainable fashion. The book presents approaches to fashion that embrace future-oriented value. Several chapters illustrate how effective fashion can be as transformative design or change agent experimentation. A sustainable approach can also reframe current business thinking and reveal opportunities for innovative business strategies. Sustainable Fashion proposes how we can make positive change in current practices and how to effect new mindsets, creating transformation in fashion.