While the negative impact of fast fashion has been a popular topic for some time, 2020 has seen events that have shone a brighter light on brand ethics and the environmental impact of waste. From the Australian bush fires to calls to boycott brands that were deemed to act unethically towards employees during the pandemic, the elements of Slow Fashion have certainly spent more time in the spotlight this year.
In late 2020 we undertook a major research project to understand Slow Fashion from a consumer point of view, to allow us to understand the level of comprehension of the negatives of fast fashion and the concerns and restrictions faced when trying to access more ethical, sustainable and longer lasting alternatives, the three core elements of Slow Fashion. Our research report details the results of a survey of over 2000 active fashion consumers, their perceptions, motivators and importantly barriers to Slow Fashion, to highlight the areas that those in all parts of the fashion industry supply chain must focus their efforts on to effectively close the circle on Slow Fashion.
With this understanding, we can as an industry, formulate plans and activities that generate awareness, inclusion, accessibility and uptake for and from consumers, moving away from fast fashion and putting into place a new model that is better for the environment, communities and generations to come.
