Author: Fischer, Dirk

Source: GAIA - Ecological Perspectives for Science and Society, Volume 11, Number 2, June 2002 , pp. 123-128(6)

Publisher: oekom verlag

Abstract:

For the past few years, the producers and sellers of eco-clothing have had to deal with a marked decline in sales. This seems surprising in view of eco-fashion having become increasingly similar to current fashion trends and, according to various surveys, a large portion of consumers claiming a preference towards ecologically optimized clothing. This paper attempts to explain this (apparent) contradiction based on a socio-psychological, culturally scientific approach to fashion theory. Particular emphasis is placed upon clothing's socio-psychological function and the role of clothing as a means of communication. It is argued that in the course of the "eco" and "nature fashion" wave in late 80s / early 90s, a specific code was established that, partially independent from actual product features, still determines consumer (pre)conceptions. Finally, a few recommendations regarding the design and marketing of eco-clothing are made.

Keywords: CLOTHING AS A MEANS OF COMMUNICATION; ECOLOGICAL CLOTHING; FASHION THEORY; MARKETING OF ECOLOGICAL CLOTHING

Document Type: Research article

Publication date: 2002-06-01

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• GAIA is a transdisciplinary journal for scientists and other interested parties concerned with the causes and analyses of environmental and sustainability problems and their solutions.
  
  Environmental problems cannot be solved by one academic discipline. The complex natures of these problems require cooperation across disciplinary boundaries. Since 1991, GAIA has offered a well-balanced and practice-oriented forum for transdisciplinary research. GAIA offers first-hand information on state of the art environmental research and on current solutions to environmental problems. Well-known editors, advisors, and authors work to ensure the high quality of the contributions found in GAIA and a unique transdisciplinary dialogue – in a comprehensible style.
  
  GAIA is an ISI-journal, listed in the Social Science Citation Index and in Current Contents/Social and Behavioral Sciences.
  
  All contributions undergo a double-blind peer review.

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