fashion production & consumption
A review of the current state of the fashion industry signals to an overarching consensus that the fashion system is broken. This is not necessarily obvious at first glance as working under a paradigm of growth, fashion has successfully become one of the largest industries globally and is omnipresent. However, one of the longest standing issues the industry has faced are the abundant negative environmental and social impacts that span the entire fashion chain from raw material to consumer disposal i.e. sustainability. Research shows that awareness of these issues regarding sustainability are at an all time high and that consumers do have good intentions to be ethical consumers. However, as sustainable fashion has slowly been gaining ground within the marketplace, it is still quite small in comparison and has yet to become a selling point for consumers.
The purpose of this part of the research is to therefore investigate why sustainable fashion has not become the norm despite: 1) the current state of knowledge as to how destructive the fashion industry is; 2) new and innovative technologies that promote sustainability and 3) emergence of sustainable fashion brands that are as aesthetically pleasing as regular fashion brands. The sub-research question for this section is:
Why has nothing changed in how we consume fashion?
systems of provision
A systems of provision analysis was conducted which resulted in a model titled The Fashion Habit.