When I initiated the work, my findings were targeted at the fashion industry. The empirical research creates understanding of a present problem and thereby the basis for further efficiency improvement in connection with sustainable fashion – in particular the labels attached these clothes. Labels on sustainable products are considered a valuable communication tool and an influential element in consumers’ decision making. Focusing on the effect of these in connection with sustainable fashion consumption seemed like a reasonable focus. I chose to focus on consumers, as I found this group of actors to be rather neglected, even though their behaviour is considered highly influential on the improvement of environmental and societal problems.
In the work process of the thesis the debate concerning the production of clothes escalated. Even though environmental and societal concerns have been in focus within several parts of the fashion industry for years, the severe accident in Bangladesh in April 2013 created an increased focus which initiated the composition of action plans. This means that sustainable fashion, to a high degree, occupies a prominent position in the public arena.
After the recent developments I have expanded my considerations on possible target groups. I still consider the results in the thesis to be interesting for the fashion industry, but now also include other organisations engaged in environmental and societal work.
Within the fashion industry I find Danish Fashion Institute to be an obvious audience. The Danish Fashion Institute is deeply involved in the promotion of sustainable fashion and hosted in 2012 the biggest Fashion Summit up to date (Copenhagen Fashion Summit, 2012).
Also fashion providers striving to promote sustainable alternatives are considered a potential target group.10 An understanding of consumer behaviour in relation to sustainable fashion consumption is a necessity if trying to change prevailing trends.
Furthermore, I now believe that the Government also could benefit from my results. The Government is currently involved in the tightening of regulations within the fashion industry.11 This
10 H&M, C&A and Inditex are among companies signing framework agreement.
11 The Government has contracted into historical framework agreement securing improved conditions at factories in low-wage countries.
79 paper could work as a guiding principle of how to reach consumers and engage them in the sustainable fashion movement.
My understanding of the thesis focus proved to be inexpressible accurate, and one could only hope that issues concerning the fashion industry had been given higher priority earlier.
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