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Free Content A Consumer Vision for Sustainable Fashion Practice

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Sustainability in fashion is going to require transformative changes in the practices of all involved: designers, manufacturers, marketers, and consumers. But consumers especially need a vision for sustainable fashion practice. This study directs attention toward a new type of fashion practice based on transformative acts in the consumption process. The research objective was to examine fashion practices related to a consumer’s desire for a unique appearance and sources of clothing acquisition. Female university students (n = 97) of a Midwestern university in the USA completed the Desire for Unique Consumer Products (DUCP) Scale developed by Lynn and Harris. Of this group, sixteen were chosen for in-depth interviews based upon their high and low DUCP score and clothing sources they used: regular or frequent vintage wearers, occasional vintage wearers, and new clothing wearers. Participants were interviewed to determine how they defined and implemented a unique appearance. Wearers of both vintage and new clothing with high DUCP scores used a greater variety of unique pieces from different clothing sources and put them together in unexpected ways. Subjects who were regular vintage wearers had a higher desire for unique consumer products according to the DUCP scale than the new clothing wearers. If encouraged, such individuals could become a guilt-free model for sustainable practices in the future.

Keywords: acquisition; aesthetics; appearance; dress; sustainability; uniqueness; vintage

Document Type: Research Article

DOI: http://dx.doi.org/10.2752/175693811X12925927157054

Affiliations: 1: Email: kreiley@umn.edu 2: Email: mdelong@umn.edu

Publication date: May 1, 2011

More about this publication?
  • Fashion Practice is the first peer-reviewed academic journal to cover the full range of contemporary design and manufacture within the context of the fashion industry. Fashion Practice provides a much-needed forum for topics ranging from design theory to the impact of technology, economics, and industry on fashion practice.

    Interdisciplinary and wide-ranging, Fashion Practice addresses the entire business of fashion, including: innovation in fashion design and practice; sustainability and ethical decision making within the industry; micro- and nano-technologies within the fashion context; “smart” textiles and digital fashion; materials, design, concepts and interdisciplinary process; fashion consumption and production from retail/e-tail to performance fashion; new developments in fashion and clothing retail.

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