Motivations and barriers to the prolonged use of clothing
A quantitative wardrobe study was undertaken with female consumers in the United Kingdom. The purpose of the study was to explore the motivations and barriers to a selection of environmentally desirable garment-use behaviours, including wearing garments for longer. From this study, behavioural motivations were compiled. The predominant factors motivating prolonged wear were comfort and good fit of garments. The predominant factor acting as a barrier was change in circumstances, which changed consumers’ perceptions of how appropriate garments were for their perceived identity.
The implications of these results are twofold. Changes in personal circumstances are inevitable for all consumers, and something that designers cannot influence. This suggests that alongside promoting prolonged wear, it is critical to guide consumers towards shifting ownership of unworn garments to new users. There is also an opportunity for designers and researchers to further explore comfort and fit of garments, but these factors are highly individualistic, which suggests that mass production may be detrimental to promoting prolonged wear.
Document Type: Research Article
Affiliations: University of Huddersfield
Publication date: June 1, 2018
Critical Studies in Fashion and Beauty is the first journal dedicated to the critical examination of the fashion and the beauty systems as symbolic spaces of production and reproduction, representation and communication of artifacts, meanings, social practices, and visual or textual renditions of cloth, clothing and appearance.
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