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Slow Fashion Brand Customer Persona

The profile and buying insights of a slow fashion brand customer

Written by A.-C. Kerner

Paper category

Master Thesis


Business Administration>General




Master Thesis: Slow fashion Opposing cheap, quantity-oriented fast fashion methods, a movement has emerged to promote slow culture and values ​​in fashion (Fletcher, 2010). In the "Slow Design" seminar held in Milan in 2006, the "Slow Design Declaration" was put forward. It describes slow methods of creating clothes that provide time to produce, appreciate, and cultivate quality (Ertekin and Atik, 2014). The term "slow fashion" was originally coined in 2007 by Kate Fletcher of the Centre for Sustainable Fashion (UK), who borrowed the term from the aforementioned slow food movement (Ertekin and Atik, 2014) . Many designers now adopt slow and more sustainable methods to design and make clothes. Fletcher (2007) pointed out that slow fashion not only means slowing down the consumption and production process, but also means protecting the well-being of workers, communities, and the environment, as well as the shift in consumer mentality from quantity to quality (Clark 2008; Fletcher 2007). Slow fashion is a vision of the fashion industry established from a different starting point (Fletcher, 2010). There are different worldviews between slow fashion and fast fashion, with different economic logics and business models, not to mention values ​​and processes (Fletcher, 2010). The slow fashion movement emphasizes a balanced approach to fashion production, promotes long-term relationships with suppliers, improves local production, and focuses on transparency (Ertekin and Atik, 2014). In slow fashion, consumers are included in the supply chain as co-producers because the movement emphasizes interaction and stronger connections between designers, producers, clothing, and users (Fletcher 2007; Ertekin and Atik, 2014). Slow fashion brands implement sustainable development, integrate environmental and ethical practices into their designs and select production methods, emphasizing the quality and craftsmanship of production rather than quantity and speed. In addition, brands are working hard to educate consumers so that they can make informed and conscious decisions when choosing clothing (Figure 1) (Pookulangara and Shephard, 2013). Jung and Jin (2014) developed a consumer-oriented slow fashion scale by identifying the dimensions of slow fashion in their research "Theoretical Investigation of Slow Fashion". As the result of the analysis of the open survey, five dimensions of slow fashion orientation were determined: fairness, authenticity, functionality, locality and exclusivity (Table 1). 2.3 Slow Fashion Consumers Consumers are increasingly interested in sustainability. Trend forecasting and analysis company World Global Style Network (WGSN) released in their "Future Consumer 2018" In an article in The New York Times, trend experts and fashion leaders stated that trends are losing influence. Thanks to the Internet, consumers have access to different styles of information. They no longer imitate fashion trends, but start to interpret their own tastes and have confidence in their own tastes. This indicates that consumers may begin to demand higher-quality products with more personality (LeBlanc, 2012). Moreover, Lidewij Edelkoort, one of the most famous trend forecasters in the world, believes that this is the end of a system called fashion, which will be taken over by the clothing economy. She said that people are now focusing on clothes, so they brought back fashion (handmade high-end fashion). Edelkoort predicts that regression will also bring new ideas on how to deal with clothes (Fairs, 2015). Watson and Yan (2013) emphasized that slow fashion and fast fashion consumers have different perceptions of self-image in their research "Exploratory Research on the Decision-Making Process of Fast Fashion and Slow Fashion Consumers". Contrary to the trend of following fast-fashion consumers, slow-fashion consumers adjust their self-image and style by purchasing clothing (Watson and Yan, 2013). Research results show that consumers use slow fashion clothing because of its high quality and wide range of uses (Watson and Yan, 2013). This also confirms that the slow fashion philosophy emphasizes the creation of timeless works that contain simple forms and pay attention to details (Zoica Matei, 2009; Watson and Yan, 2013). In addition, Jung and Jin (2014) confirmed the finding from their literature review that slow-fashion consumers care about buying clothes that they can wear for a long time and are not driven by fashion trends (Jung and Jin, 2014). Pookulangara and Shephard (2012) of the University of North Texas conducted an exploratory study in which they analyzed consumers’ perceptions of buying slow-fashion clothing. Seven focus groups with a total of 50 participants were interviewed. The participants in the study were undergraduates with an average age of 18 to 25, most of whom majored in marketing. The questions asked by participants aimed to gain insights into the definition of slow fashion, beliefs in slow fashion, attributes of slow fashion, consumption behavior of slow fashion, and the impact of slow fashion on the retail industry. The analysis of slow fashion has four themes. Interview. The first theme is to define slow fashion. Here, participants described slow fashion as the opposite of fast fashion without understanding the concept of slow fashion. Read Less