Renewal: Engaging Consumers in Sustainable Fashion
With a grant from Syracuse University's Research office, I conducted market research and consumer surveys to better understand how consumers and brands are engaging in sustainable fashion. My research uncovered that while 8 out of 10 consumers value sustainability, it is not reflected in their buying behavior. I attributed this inaction to the lack of standardization and definitions in the industry, which has resulted in consumer confusion and mistrust as to which brands are truly 'sustainable.' Interviews with experts from companies such as LL Bean, Levi’s, Unilever, Remake, Advance Denim, and Loop, emphasized the importance of passively engaging consumers, making sustainability irresistible/desirable, and providing clear labeling.
Check out the shortened version of my thesis book below to see how I tackled this issue.
Want to deep dive? Click here to view the whole book