The Rise of Slow Fashion

Abstract

Slow fashion is the opposite of fast fashion. It embraces the garment from beginning to the end. Consumers are willing to pay more for them because they know they will be getting a quality piece made ethically with the environment and workers in mind. Although consumer behavior is something that is not going to change quickly, once the industry starts changing the consumers will follow. Throughout this there are good examples of how to become a slow fashion business. Different types of companies are deemed slow, and they show it is possible to change from the current business model to a more sustainable one. There is a risk of greenwashing when a business does not go through each step of its marketing plan. Consumer buying habits can be broken if the trust with a company is not there. Transparency and keeping the consumer base involved is key, not only informing consumers but making sure all employees uphold the company’s values. That way, when a fashion brand needs to start sourcing its materials, moving labor to other counties, or the logistics of bringing the garments in from somewhere, all of this will stay consistent with the company values. That will make slow fashion attractive to consumers. With the help of marketing and communication, the profit will come, but most importantly so will a loyal consumer base.