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Fast and Slow Fashion as Seen Through the Millennial Mindset

Hernández, Abel
http://rave.ohiolink.edu/etdc/view?acc_num=osu1524092309937056

Abstract Details

2018, Master of Fine Arts, Ohio State University, Design.
The term “slow fashion” was coined by Kate Fletcher (2008) to counter the growing trend of the “fast fashion” industry. In recent years, the clothing industry has been dominated by fast fashion that has spurred overconsumption whereby people buy more than they need. This study aimed to develop a critical-creative thinking framework based on the understandings and insights of how millennials view apparel consumption. Lynda Grose and Kate Fletcher’s chapter “Transforming Fashion Product” from their book Fashion & Sustainability: Design for Change (2012) provided useful information regarding the fashion cycle, helping to reveal new approaches to frame how participants of this study viewed apparel consumption. This research investigated the ways in which consumers viewed material, consumer care, and disposal of their clothing. In order to understand the millennial mindset with regard to apparel consumption, responses were collected from over a hundred millennials through an online survey (Phase One), where they discussed their reasons for placing themselves along a scale from slow to fast fashion. The findings uncovered a new group of consumers, the undecided+exploring, who identified with both slow and fast fashion. The Undecided+exploring consumers are considered to be “intermediates” on the fashion scale. Valuable insights extracted from the survey informed the development of a research toolkit for a series of participatory workshops (Phase Two) with the goal to construct a Framework for Millennial Apparel Consumption Mindset. This framework provided an effective approach to look at the findings from the different apparel consumption levels and stages of fast, intermediate, and slow. The perspective gained on fast and slow fashion, as seen through the millennial mindset, will guide future research and inspire designers, manufacturers, and consumers to make more sustainable decisions when developing, marketing, and buying clothing items.
Peter Chan, Ph.D. (Advisor)
Elizabeth Sanders, Ph.D. (Committee Member)
Jeffrey Haase, Professor (Committee Member)
116 p.
Design
Slow Fashion; Fast Fashion; Sustainability; Millennial Generation; Apparel Industry

Recommended Citations

Citations

  • Hernández, A. (2018). Fast and Slow Fashion as Seen Through the Millennial Mindset [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1524092309937056

    APA Style (7th edition)

  • Hernández, Abel. Fast and Slow Fashion as Seen Through the Millennial Mindset. 2018. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1524092309937056.

    MLA Style (8th edition)

  • Hernández, Abel. "Fast and Slow Fashion as Seen Through the Millennial Mindset." Master's thesis, Ohio State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=osu1524092309937056

    Chicago Manual of Style (17th edition)

osu1524092309937056
2,760
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This open access ETD is published by The Ohio State University and OhioLINK.