The Rise of Slow Fashion Consumer and the Development Strategy Under the Background of Fast Fashion
Like all industries theres a negative side, characterized at its worst by factories exploiting workers, generating throwaway fashion, wasting resources and encouraging unsustainable consumption.Especially in the era of social media, the fashion industry has gotten faster.Trends go viral, and manufacturers like Zara, Uniqlo, and H&M have responded by transforming from seasonal lines, often planned a year in advance, to clothing that goes from factory to store shelves in a matter of weeks.And the oppression of high-speed consumption is becoming more and more breathless for people.The consumers are starting to look for themselves from slow lifestyle and slow fashion.As a result, more and more customers are looking beyond price and performance when comparing products.At the forefront of this shift is Gen Z.They are demanding accountability.The techsavvy generation is more likely than any other age group to buy from brands that align with their values.This paper uses case study to analyze the culture of excessive consumption is actually the true original sin of fast fashion.It has changed peoples consumption habits and reducing the economic costs of impulse shopping and waste conduct.It also explores the core consumers (the affluent millennial who prefer high-quality sustainable clothing items) and their consumption habits and psychological needs.The practitioner of slow life philosophy should connect with affluent millennial.Through studying this two kinds of new targets image of slow fashion——urban farmers and DIYers, this paper also discusses how to strengthen the development of slow life philosophy in the potential consumers, and how to promote the development of slow fashion in China further.
slow fashion fast fashion fashion design fashion marketing lifestyle study
Bingyan Xie Ying Yu
Department of Product Design, College of Fashion and Design, Donghua University, China Department of Product Design, College of Fashion and Design, Donghua University, China;Department of
国际会议
2017 Sino-Africa International Symposium on Textiles and Apparel (SAISTA2017)(2017中非纺织服装国际论坛)
上海
英文
195-201
2017-11-18（万方平台首次上网日期，不代表论文的发表时间）