The focus of this research is the field of sustainability within the fashion industry. The aim of this study is to explore how the access to information can help to demystify the communication of sustainable fashion and research how emerging technologies can facilitate this. This dissertation met the study’s aim through an extensive study of relevant literature on the behaviour of consumers and the different approaches to the communication of sustainability in the fashion industry. Primary research was conducted through three focus groups, interviews with insiders and experts in a range of industries, and a questionnaire administered to a group of 28 Europe-based potential consumers with different backgrounds. The research revealed a number of key findings: 75% of participants declared that sustainable fashion is difficult to find, and 43% of participants claimed that the variety among sustainable fashion clothing is limited. Furthermore, the access to information about fashion supply-chains is generally perceived as something aspirational, only granted for a selected group of individuals who have actively expressed an interest in sustainability.
The conclusion drawn from this study was to design an app - BRIDGE - which, using emerging technologies, such as machine learning, allows users to improve their knowledge regarding some key aspects like the provenance of a garment, or the sourcing of the materials, whilst providing them with a variety of sustainable options to choose from in an attempt to shorten the intention-behaviour gap between young consumers and small sustainable brands.
- Project Management