Sustainable wardrobes: identifying drives and barriers in consumer behaviour to enable circular fashion economies

Important results from the project

The project has investigated obstacles and opportunities in consumer behavior that affect the transition to a circular fashion economy. Consumer´s requirements that fashion should be ethically and sustainably produced are often difficult for existing companies to meet. In order for stores to more clearly see the benefits of switching to circular solutions, the project has had as aim to elucidate consumer behavior regarding clothing on a daily basis. This has been achieved through two groups of consumers having to document and reflect on their choices and habits regarding clothing.

Expected long term effects

** Denna text är maskinöversatt ** With an in-depth consumer study, the project has identified driving forces and barriers to circular use and clothing consumption. The project has identified that textile resources can be better utilized in the fashion ecosystem by giving consumers knowledge of different technologies to update the contents of their wardrobes and thus make better use of the textile resources available. Business benefit arises from the visibility of the need for services that consumers have regarding the care and service of existing garments.

Approach and implementation

The project has been divided into four work packages. A consumer behavior study focusing on purchasing, services and choices has been conducted. In this way, the functions of the fashion system have been elucidated from the consumer´s perspective. By focusing on consumers´ views on the fashion system, clothing care services and accessibility, the fashion system has been elucidated from the perspective of consumers and how it affects consumers´ behavior. Workshops were conducted where the project´s results discussed with authorities, creators and business partners.