Save Your Wardrobe: Supporting Sustainable and Mindful Clothing Consumption

Interview with consumer researchers Deirdre Shaw and Kat Duffy from the University of Glasgow Consumers love fashion but many also feel guilty about their consumption styles and their often exuberant and short-lived wardrobe. The startup Save Your Wardrobe (SYW) took up the challenge and created an...

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Bibliographic Details
Published inNIM Marketing Intelligence Review Vol. 14; no. 1; pp. 54 - 59
Main Author Scaraboto, Daiane
Format Journal Article
LanguageEnglish
Published Nuremberg Sciendo 01.04.2022
De Gruyter Poland
Subjects
Behavior
Collaboration
Consumers
Consumption
Fashion
Fast fashion
Interviews
Inventory
Media coverage
Mindfulness
Pandemics
Shopping
Sustainability
Transportation
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Summary:Interview with consumer researchers Deirdre Shaw and Kat Duffy from the University of Glasgow Consumers love fashion but many also feel guilty about their consumption styles and their often exuberant and short-lived wardrobe. The startup Save Your Wardrobe (SYW) took up the challenge and created an app which provides a digital eco-system to support more sustainable approaches to clothing consumption. In this interview, Kat and Deirdre talk about their collaboration with SYW and the consumer insights they gained to improve the app and to support consumers in moving toward a more sustainable approach to fashion. Despite all of that media coverage, we saw an increase in online shopping of fast fashion, and the associated impacts that come from transportation there, then transportation back of what did not fit.
ISSN:2627-4957
2628-166X
DOI:10.2478/nimmir-2022-0009