The Influence of Clothing Brands in Shaping Sustainable Fashion: An Examination of Consumer and Brand Perspectives

Abstract

The clothing industry’s potential for achieving sustainability has been extensively discussed due to its severe environmental and socio-economical consequences. Existing literature has examined the prevailing fast fashion paradigm, characterised by the production of cheap, low-quality clothing and the constant introduction of new trends to drive consumption and economic growth. This model poses significant challenges to addressing sustainability concerns.

This thesis examines the role of clothing brands in driving systemic change towards sustainable fashion, focusing on consumer perspectives. It challenges the perception of clothing as superficial and highlights its influence on identities, aesthetics, and interactions. Through scholarly insights and interviews, the study explores diverse consumer approaches to clothing shaped by education, social environment, media, and an trends. The research also explores clothing brands approaches to clothing and sustainability.

The study emphasizes the influential power of clothing brands in shaping trends, social norms, and consumption. It recognizes their valuable position within the industry, with extensive knowledge of advanced sustainable practices. By shedding light on the complex relationship between consumers, clothing, and sustainability, it advocates for open discussions and nuanced understandings of clothing and consumption, calling for a shift towards a more sustainable and conscious consumption culture. Clothing brands have the potential to play a positive role in effecting systemic change.

Keywords: sustainable fashion, clothing brands, consumer perspectives, systemic change, consumption habits.