The millennial slow fashion consumer’s perception, attitude and awareness regarding slow fashion consumption in South Africa

The globally relevant, billion-dollar fashion industry has been regarded as one of the industries responsible for the greatest amount of pollution. The fast fashion industry thrives on production, often overproducing clothing at a rapid pace, according to quick trends that have fleeting lifespans. It can be said that this industry feeds the ‘throw-away culture’ seen at present, whereby consumption has increased tremendously, resulting in large amounts of clothing waste which has fulfilled its superficial purpose. Consumers purchase new trends, use it for a short period of time and thereafter dispose of the clothing items to make room for the next trend. Such a practice has negative implications for the environment, through the irresponsible manner in which waste by-products are disposed of during production of the clothing and through the mass disposal of clothing, which often ends up in landfills. There are also societal implications, whereby the fast fashion industry has been responsible for many unethical business practices that allow for poor working conditions and unfair treatment of the makers of the clothing. As a response to some of these concerns, slow fashion was born. Slow fashion intends to slow down the process of clothing production entirely and revisits the emphasis on quality over quantity, as it encourages the production and conscious consumption of clothing with longevity. As a result of the process of clothing production being slowed down, it has been suggested that the consumer would then be able to appreciate the production process in itself, as well as the clothing produced, resulting in a decreased desire to consume more, but rather to extend the lifespan of the clothing purchased. Slow fashion is synonymous with the slowing down of trends and the mindful consumption of clothing. Similarly, the voluntary simplicity movement (VSM), adopts the constructs of a life simplified, through the freeing of oneself from mental and emotional clutter, as well as material possessions. This lifestyle promotes simplicity of living and the appreciation of lived experiences instead of things, as a means to gain internal and external fulfilment. The VSM has therefore been used as the conceptual framework of this study, as both movements promote reduced consumption practices. This study was qualitative in nature and took the form of an exploratory research design, as it intended to gain information and understanding on a topic within an environment where there is limited information. Millennial slow fashion consumers made up the sampling group because millennial consumers are recognised as the most influential consumer group, with the greatest buying power, and are also most likely to adopt or support environmentally and ethically sound brands and businesses. Interviews were conducted with the participants to gain knowledge on the perceptions, attitudes and awareness of these consumers in relation to slow fashion consumption in the country. Attitude has been recognised as a motivator of behaviour and was investigated to analyse consumption behaviour, in the context of this study. The findings revealed that most participants recognised the fast fashion industry purely as a money-making scheme, which often employed reckless production practices and resulted in the consumption of clothing at a dangerous pace. They were aware of the damaging effects of the by-products of these production processes on the environment, as well as the negative social impacts as a result of unethical practices that have occurred. The participants recognised slow fashion as somewhat of an antithesis to fast fashion, whereby the focus is on quality clothing made to last a lifetime, which encompasses mindful consumption. The participants revealed that they were influenced by the aesthetic appeal of clothing as well as the convenience and ease of access in acquiring the clothing. Price sensitivity was also raised as a motivator for consumption; however, the resounding motivator was that of consumption out of necessity for the item, which is a valuable perspective for both slow fashion consumers and VSM adopters. Price sensitivity is a factor that cannot be ignored, considering South Africa is a country with an unequal dispersion of wealth and a high unemployment rate. As a result, it has been determined that slow fashion is only accessible to a certain niche market, in terms of the affordability of the items. The excessive imports of fast fashion clothing, which are often cheap and easily accessible, are said to be choking the local clothing and slow fashion industries alike. However, the most common response in terms of the hindrance of slow fashion in the country was notably a lack of information, education and awareness about slow fashion, its constructs and its availability in the country. The participants recognised slow fashion as relevant in the country, and that VI | P a g e South African consumers have the influence to make a change to the local clothing industry, if they supported local producers of slow fashion, ethical and sustainable clothing, instead of overconsuming cheap, trend-inspired, imported fast fashion clothing. As a result, the slow fashion designer was revealed as having a significant role to play, in ascertaining that such clothing is locally produced with sustainable, slow trend underpinnings. Further recommendations were expressed in the need for slow fashion designers to market their products and ethos well, and to educate and inform those around them, including their customers, about the philosophies behind and need for slow fashion. The upskilling of individuals from lower or no income households was also seen as a valuable tool to not only allow those individuals to lengthen the lifespan of their clothing by repairing it, but also to equip them with a skill that might lead to some form of employment, with the hope that the end result will be a rejuvenated local clothing and textile industry and a lowered unemployment rate. Conclusively, consumption levels could prospectively see a decrease, should the interest in slow fashion clothing increase among consumers.

Life and Consumer Sciences

M.A. (Consumer Science)