Making it real: engaging the consumer in sustainable fashion consumption

MCCREESH, Natalie, JONES, Christopher, MCINTOSH, Alex and STOREY, Helen (2018). Making it real: engaging the consumer in sustainable fashion consumption. In: CARLOTTO, Frederica and MCCREESH, Natalie, (eds.) Engaging with fashion. Perspectives on communication, education and business. At the interface/ Probing the boundaries (112). Brill, 175-190.

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With moves towards improving sustainability within the retail sector and a growing requirement to conform to existing and emerging legislation, retailers from ostensibly disparate sectors face the common challenge of encouraging the reduced consumption of saleable products, while simultaneously maintaining their prosperity. Project TRANSFER was initiated to investigate how efforts to promote sustainable consumption within retail is received and responded to by consumers. Consumers and partners in the retail sector were engaged with throughout the research which culminated in three consumer facing outputs; a workshop (Put a Better Foot Forward, The Moor retail destination, Sheffield, UK), installation (Making in Real, pop-up T-Shirt factory, Trinity Shopping Centre, Leeds, UK) and animated short film (Nothing to Wear? available via YouTube and launched at the Sheffield Shorts film screening, Sheffield, UK). Each of the outputs were designed to allow consumers to reflect on their shopping and consumption habits in an engaging, stimulating environment. The key aim was to promote mindfulness and engage consumers in discussion and debate. All the output events were free for the general public to attend / participate in. This paper will discuss the role of engaging the consumer in sustainable fashion research and the impact of consumer facing outputs in education and awareness of sustainable issues in shopping and consumption.

Item Type: Book Section
Additional Information: At the Interface / Probing the Boundaries ISSN 1570-7113
Uncontrolled Keywords: Sustainable fashion, fashion
Research Institute, Centre or Group - Does NOT include content added after October 2018: Cultural Communication and Computing Research Institute > Art and Design Research Centre
Departments - Does NOT include content added after October 2018: Faculty of Science, Technology and Arts > Department of Art and Design
Identification Number:
Page Range: 175-190
Depositing User: Natalie Mccreesh
Date Deposited: 09 Mar 2017 12:25
Last Modified: 17 Mar 2021 21:31

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