SLOW FASHION DEVOTEES TAKE TIME TO ABANDON FAST FASHION, SAY RESEARCHERS
May 23rd, 2023
While opinion polling indicates that efforts to steer demand away from mass-producing, low quality, unsustainable fast fashion towards the slow fashion of high quality, sustainable, made-to-last, timeless designs have borne fruit, consumers are still reluctant to follow up their stated good intentions with purchases, say researchers. A September 2022 study by researchers at Sheffield Hallam University, UK, concluded that Generation Z consumers regularly buy fast fashion despite saying they want their clothes to be sustainable - showing a “clear gap between ...
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