Meyers_Designing and Selling Recycled Fashion-2.pdf

Birtwistle moore 2007 claim consumers have guilt

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Birtwistle &Moore (2007) claim consumers have guilt feelings when disposing of expensive items. Cheaper clothes get worn out more quickly and are more easily thrown away. The pair also say that consumers do not understand or are not aware of the environmental issues involving man-made fibers and cotton production. Birtwistle and Moore (2007) commented that they found consumers had little interest in ethical and social concerns, and that they knew about the large quantities of clothing being produced. The overconsumption of fashion is propelled by fast fashion and its cheap, constant flow of new designs and limited runs. Sull & Tuconi (2008) speak of the fast-fashion retailer Zara and the idea that Zara’s assortments are refreshed more frequently than traditional retailers in order to capture those who buy fashion. The Byun et. al.(2011) study confirms fashion hoarding for fear of scarcity in fast fashion stores with limited runs . Sull and Turconi (2008) state that Fast fashion retailers have replaced the traditional designer-push model in which a designer dictates what is ‘in’ – with an opportunity pull approach, in which retailers respond to shifts in the market within just a few weeks, versus an industry average of six months” (p. 2) . How does that correlate with in-store or online purchasing of one of a kind upcycled items? The Byun et. al. (2011) study finds that the innovators appreciate the quickness and perishable nature of fashion. When a consumer sees an upcyled fashion item and they don’t buy it, that opportunity is forever los t. The engagement in new products excites the senses.
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13 Fashion democracy Here democratization is used in terms of bringing fashion to the masses and adapting those assortments as quickly as possible so that we can “all” buy more, change more, binge more on textiles and style, demand bigger closets in our new homes, and now create business models that capitalize on the throwaways after one wear or a few. If trends are captured quickly and speed up the fashion pace, those processes drive the price down (Cline, 2012). Who wants to pay a high price for something that is on the trend list for a short time? We have created a loop of binge, change, discard (see Figure 3) that is certainly contrary to the ecologically healthy loop we call recycling (reduce, reuse, recycle). Closing the loop There have been attempts to close the fashion recycle loop with pieced, alternative looking, “hippie” type clothing and certainly there are attempts to shred man -made materials into new clothes. Niinimaki (2009) discusses what he sees as profound limitations on eco-fashion as wrinkled and less colorful. He declares from his research that 70% of consumers want eco-clothes to be the same as regular clothes, and only 30.2% want the refashioned nature to be obvious (Niinimaki, 2009). His advice is to develop the production and textiles aspect instead of offering new design concepts. Is the fate of natural materials only the trash bin to be burned for steam? Yet there are new design
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  • Fall '17
  • McDonough, ecofashion

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