How Slow should Slow Fashion be? The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel

The apparel industry is booming. Every year, 62 million tonnes of apparel are consumed globally, and shopping apparel is even considered a leisure activity. However, with reoccurring criticism of the negative impacts of the fashion industry, concepts like slow fashion are increasingly becoming mains...

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Main Author: Schlarb, Luisa
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2021
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/76617
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author Schlarb, Luisa
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Schlarb, Luisa Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Schlarb, Luisa Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Schlarb, Luisa
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description The apparel industry is booming. Every year, 62 million tonnes of apparel are consumed globally, and shopping apparel is even considered a leisure activity. However, with reoccurring criticism of the negative impacts of the fashion industry, concepts like slow fashion are increasingly becoming mainstream as they address the increasing concern from consumers for environmental protection, social responsibility, and economic sustainability. However, research on the challenges for slow fashion companies to align their supply with product strategies is still scarce. In detail, the focus of this thesis is on the distribution of apparel depending on the demand patterns. Thus, the literature review focuses on the current research of slow fashion and which demands retailers, brands and customers have for a distribution system. Previously, the rapid change and volatile demand in the fashion industry was successfully met by fast fashion brands with an agile supply chain. However, it is questionable if this supply chain is applicable for slow fashion with the rise of ethical consumerism and its aversion to oversupply. Therefore, the focus of this Master’s Thesis is on different slow fashion stakeholders’ perceptions on the distribution of apparel to deliver more insights on this issue. The research data was collected through semi-structured interviews with 10 stakeholders of the fashion industry (brand manager, supply manager, retailers) and qualitatively analysed with Open coding. The research indicates that slow fashion stakeholders identify the NOS System and the Seasonal System as more beneficial for the slow fashion industry depending on the product strategy. In detail, interviewed slow fashion brands which aimed to offer higher quality apparel with long-term design perceived the NOS System to be more ben-eficial. Slow fashion brands which aimed to bring slow fashion to the mainstream market regard the Seasonal System to be more beneficial for the slow fashion industry.
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spellingShingle Schlarb, Luisa How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel slow fashion distribution systems supply chain fashion industry sustainability Yritysten ympäristöjohtaminen Corporate Environmental Management 20425 vaateteollisuus pukeutuminen muotiala muoti vaatteet kestävä kulutus kestävä kehitys vaatetusala clothing industry apparel fashion sector fashion clothes sustainable consumption sustainable development clothing sector (lines of business)
title How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel
title_full How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel
title_fullStr How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel
title_full_unstemmed How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel
title_short How Slow should Slow Fashion be?
title_sort how slow should slow fashion be the perceptions of slow fashion stakeholders on the distribution of apparel
title_sub The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel
title_txtP How Slow should Slow Fashion be? : The Perceptions of Slow Fashion Stakeholders on the Distribution of Apparel
topic slow fashion distribution systems supply chain fashion industry sustainability Yritysten ympäristöjohtaminen Corporate Environmental Management 20425 vaateteollisuus pukeutuminen muotiala muoti vaatteet kestävä kulutus kestävä kehitys vaatetusala clothing industry apparel fashion sector fashion clothes sustainable consumption sustainable development clothing sector (lines of business)
topic_facet 20425 Corporate Environmental Management Yritysten ympäristöjohtaminen apparel clothes clothing industry clothing sector (lines of business) distribution systems fashion fashion industry fashion sector kestävä kehitys kestävä kulutus muoti muotiala pukeutuminen slow fashion supply chain sustainability sustainable consumption sustainable development vaateteollisuus vaatetusala vaatteet
url https://jyx.jyu.fi/handle/123456789/76617 http://www.urn.fi/URN:NBN:fi:jyu-202106173815
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