Slow

Fashion
BY VALERIA PEREZ
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EXECUTIVE SUMMARY Table of

The fast-fashion industry has had a large nega-
tive impact on the way in which people purchase
and dispose of clothing. Mainly because of how
contents
easy and inexpensive it is to obtain clothing
and then quickly dispose of it when they are
not considered “trendy” anymore. The action of
selling large quantities of clothing at relatively
low-prices reflects the industry business model
that has resulted in overconsumption of clothing.
Although this has positively impacted the global
economy there are many prevailing underlying BACK GROUND INFORMATION......................................................4-5
issues. These issues range from human to envi-
ronmental health risks from damaged water sup- ENVIROMENTAL SCAN.................................................................... 9-12
plies, contributions to landfills and poor-quality
working conditions. RESEARCH OBJECTIVE.................................................................. 13
This campaingn will be measured by using a
survey with a convinience sample approach. The RESEARCH QUESTIONS............................................................. 14-15
findings reflect that many consumers are aware
where their clothing comes from but still pur- RESEARCH DESIGN............................................................................16-17
chase due to convinience.
APPENDIX............................................................................................18-37
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Background Information
When the change of seasons arrives, I find myself
deep cleaning my apartment. I have the instinct to
throw away or donate things that no longer serve a
purpose for me, especially when it comes to cloth-
ing. Clothing, although is not a necessity, I find myself
wanting more, even after getting rid of “old” or “uncool”
garments. Over the last few-years I found myself not
engaging in consuming behavior due to the fact that I
had to live below my means in order to pay for neces-
sities such as food or rent. Now that I am in a better
place economically, I wanted to gain a better under-
standing on why we over consume cheap raw materi-
als. This can be identified as a cycle of consumerism
of purchasing clothing leading to throwing away or
donating.
Most Generation-Z, including myself, claim to be
“green” consumers. Yet, we contribute to throw-away
culture. For instance, when cleaning out a closet I bun-
dle up my unwanted clothing in boxes and drop them
off to a local Goodwill or Salvation Army. When donat-
ing clothing we are often under the impression that the
clothing that we give away will be re-worn for some-
one in need within our proximity. As well as, this is a
better alternative than throwing it away in the garbage.
Many Americans have no idea that their unwanted
clothing will be shipped to a third world country or end
up in landfill. The intended needs for this research are
to convince a target audience between the ages of 18-
30 that they can care for the environment and oppose
slave labor while expressing their individuality. It is also
to uncover if they buy thrift items or purchase from
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Moreover, in this research report will work to identify
the negative effects the fast-fashion industry has on
human- rights and environmental damage. The term
“fast” can be depicted on how quickly retailers ma-
neuver runway-looks to retail stores. This is a strategy
that many retailers keep in order to keep their clientele
content and greatly impacts on their consumption be-
havior. The high demand within this specific industry
has led to many companies having a strong supply
chain that can effectively meet client’s expectations
or needs in attaining the latest trends. Many compa-
nies have amplified their supply and chain, due to the
rise of globalizations and of a global economy which
has resulted in supply chains becoming international.
This alternation of obtaining low-quality fibers and the
manufacturing of textiles has also led to companies
engaging in cheap-labor. In other words, increased
consumption correlates to the production of inexpen-
sive clothing which results in having low-prices due to
cheap labor.
America thrives on capitalism which leads to over
consumption. Internationally, approximately 80 billion
brand new garments are purchased, that is an esti-
mate of $1.2 trillion dollars annually for the global fash-
ion industry (Bick, R., Halsey, E., & Ekenga, C. C.,2018).
The industry shops are located in countries such as
China and Bangladesh where pieces of new cloth-
ing are assembled by workers. Those pieces are then
shipped out to retailers and are mainly purchased by
Americans. The United States is the number one nation
that consumes the most clothing and textiles in com-
parison to other nations. About 85% of the clothing that
translates into approximately 3.8 billion pounds annu-
ally ends up in landfills, resulting in about 80 pounds
per American annually.
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There are evident global health costs that derive from
the production of cheap clothing. During the industrial
revolution era many disasters such as the 1911 Triangle
Shirtwaist Factory fire have led to implementation of
occupational protections and ethical work standards
within the United States, sadly that isn’t the case for
low to middle income countries. Unsafe working con-
ditions still prevail overseas. There’s an evident social
cost that puts profit before taking in mind the cost of
human dignity and contributing to climate change that
can be seen at each stage of the production chain.
ronment and occupation is taken over by impoverished
workers, mainly women or children.
Images of 1911 Triangle Shirwaist Factory Fire
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Enviromental Concerns
Fast fashion falls under the category of a global envi-
ronment subject. According to the United States En-
vironmental Protection Agency defines environmental
justice as the following, “ fair treatment and meaning-
ful involvement of all people regardless of race, color,
national origin, or income, with respect to the develop-
ment, implementation, and enforcement of environmen-
tal laws, regulations and policies.” Within the States,
this belief has been predominantly utilized in scientific
publications in order to mark out the disproportionate
locations of hazardous waste sites in or nearby com-
munities of color. Environmental justice is not relevant to
many other countries. While the United States has a set
of geographic boundaries within the country, this is not
the case for other countries where the manufacturing
process occurs. Many of these textile industries are lo-
cated in companies that are located in China or Bangla-
desh and have different regulations. These companies
are placed in low-income communities in third world
countries where the environment and occupation is
taken over by impoverished workers, mainly women
or children.
Environmental hazards:
The problem begins in the global textile production
where both natural and synthetic fibers are formed.
About 90% of garments that are shipped to the United
States are made with cotton or polyesters that are rel-
evant to severe health impacts that occur during the
manufacturing and production process. Both the cotton
and polyester are problematic, polyester is a synthetic
oil synthetic textile that releases toxins when being pro-
duced. While cotton requires a generous amount of wa-
ter which causes water contamination where pesticides
grow. Furthermore, the act of dying textiles can result
in more contamination. A large portion of contaminated
water is utilized by local residents, within the water-sup-
ply are high levels of heavy metals and other toxins that
contribute to health problems.
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Another example of a hazardous event is shown during
the process of assembling the garments. About 40 mil-
lion workers are employed by global textile companies,
they produce approximately 90% of the world’s clothing
(Bick, R., Halsey, E., & Ekenga, C. C. 2018). Many workers
face unbearable working conditions due to bad manage-
ment and political infrastructure. Some examples of poor
working conditions are poor ventilation due to cotton
dust and synthetic particles that end up in the air flow.
As a result, many workers end up with life threatening
health issues such as lung cancer, endocrine damage
which leads to reproductive issues and other developing
issues, accidental injuries or death.
Textile Waste:
Fast fashion is part of throw-away culture. The business
model of the industries inspires their customer base to
view clothing as disposable. As mentioned earlier the av-
erage American disposes 80 pounds of unwanted cloth-
ing which translates to 5% of landfill contribution. Data
shows that many Americans don’t intentionally throw
away their clothing to the garbage, instead they are more
likely to donate their unwanted clothing to places such
as Goodwill or Salvation Army. This is done in hopes that
they will find someone within their community that will
make use of their old garments.
When donating there’s an assumption or idea that your
clothing won’t have any negative affect. Yet, there’s many
issues with donating one being that many garments end
up in the second-hand clothing trade. All donations that
do not sell in second-hand American stores, approxi-
mately 500,000 tons, are shipped to third- world coun-
tries such as; Asia, Africa or South America.
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Once the clothing reaches its destination it’s sold to
traders who sell them in their local market. The clothing
is sold in a combusted 1000-pound bales and is often
categorized and sorted by quality of the clothing. Many
of the garments are often sold 3 -times cheaper than
regular prices. If not sold it will end up in the landfills of
an underdeveloped country.
ENVIROMENTAL SCAN:
Strengths:
Since the pandemics hit there was a drastic change
in consumer behavior. Many shoppers are leaning to-
wards purchasing online demonstrating a high interest
in environmental and social impacts. Based on data
more shoppers are more interested in buying sustain-
able brands. This can be correlated due to the high
presence of social media that allows the consumer to
be presented with numerous communication chan-
nels. The internet can be viewed as a community
where many consumers have access to blogs or cer-
tain influencers that nurture or influence consumer
purchase decisions. According to Rickman and Cosen-
za who researched fashion blogs stated that fashion
consumers mainly gain inspiration through media such
as movies, sharing posts, celebrity street style,etc.
These inspiration ideas are spoken in the media that
are eventually constructed into trends. Those trends
are easily shared through social media which allows
the industry to interact and develop relationships with
their intended audiences. For instance, Zara currently
has 47.6 million followers on Instagram. There’s an
evident relevance in the modern day of social com-
parison which stimulates validation when it comes to
measuring consumer conversation along with likes
and other interactions on social media platforms. This
is all relevant to purchase intentions due to the discus-
sion of conversation where they receive advice, that
being positive or negative on the products they pur-
chase which ends up having an impact on consumers
purchases.
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In addition, social media can be viewed as a low-cost
form of marketing that can reach millions instantly. Ac-
cording to Statista 82% of Americans are utilizing social
media. Primarily many happen to be a younger genera-
tion, depending on the platform. Pew Research Center
surveyed the American Populations on their thoughts
and opinion on the topic on climate change. The results
reflected that millennials and adults in generation-z have
conversations on the importance of acting upon the is-
sue. The main tool that influences their opinion on the
climate change issue is social media. This is highly due
to the content they view on their timelines. Which then
influences them to participate actively by volunteering
or attending rallies of protest. Therefore, fast fashion and
among other factors contribute to global warming. Many
consumers are socially aware which can cut back on
purchases.
Weakness:
When diagnosing the problem it was important to ana
lyze consumer behavior within the United States. The
American dream has always indicated that if you work
hard you will be compensated with an abundance of ma-
terial goods. That being: Making money, having things,
and seeing things, and seeing things as a means to suc-
cess and happiness in life are at the heart of the concept
of materialism (Goldsmith, R. E., Flynn, L. R., & Clark, R.
A. , 2012). For instance, purchasing a big house in a nice
neighborhood or the newest car model.
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Opportunities:
Many of the opportunities within fast-fashion will have to
depend on textile development, corporate sustainability,
trade policy and consumer habits.
Corporate sustainability:
Companies should focus on reducing their carbon foot
prints that being the following: packaging waste, water
usage or any other harmful practices. It is proven that
there’s many benefits when reducing waste that can
have a positive effect finnacially. That being not over pay-
ing on cheap materials that will end up in the garbage
instead invest on material that will be beneficial for all.
Trade Policy:
Developed countries such as the United States can
promote regulations that have a positive impact on eco-
friendly and safe options. They can impose a larger tax
bracket to clothing companies that are related to fast-
fashion. This a great opportunity due to the fact theat
their main source of profit derrives from Americans.
Consumer Role:
The ability to be transparent and educated the consum-
er. Step-by step the importance and the value that your
company holds.
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Threats:
This introduces focuses on over production that is
causing many garments to end up in landfills. Due to the
rise of technology this industry has come up with effec-
tive strategies that enable the consumer to buy cheap
clothing in order to have a sense of gratification. As well
as, set the tone of what is in season and what is no lon-
ger appropriate for one to wear. Yet, this issue can be
linked as early as World War II where fashion was broken
down into seasons: spring/summer lines launched on
runways in early fall, while autumn/winter lines launched
in February. This enabled a timeline for the fashion in-
dustry where it gave brands enough time to market to
the consumer and other retail buyers. In the timeframe
of gauging interest in the latest trends, brands have the
ability to determine demand so they can produce the ad-
equate number of garments for the season. This method
of determining demand was utilized for more up-scale
brands, as fast-fashion designs make their way quicker
from runway to shelves.
Many fast-fashion brands have put a major focus on
speed and agility. They gain inspiration from spotting
new trends and with their equipment of hyper-rapid
design and supply chain system they have the ability
to push their product to market as quickly as possible.
Due to their effective implementation strategy they are
able to triumph traditional labels to market. For instance,
clothing and other accessories that were showcased
during the fall or spring are easily replicated before the
originals arrive at the store.
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Research Objective
The intended needs for this research is to educate
people between the ages of 18-30 that they can care for
the environment and oppose slave labor while express-
ing their individuality. If they buy thrift items or buy from
transparent organizations. This will be measured by con-
ducting a Likert scale survey that will have 15 non-bias
questions and will be distributed in the Dubuque and
Iowa City Area. The results that I hope to gain are a basic
understanding of how often they consume fast fashion
products as well as their basic motives on purchasing
new clothing. Also, find out what they do with their cloth-
ing and just gain an understanding if they are confident
that their unwanted items will be re-worn. This is relevant
due to the fact that in order to successfully educate
them in purchasing eco-friendly items, they will take all
the information in order to apply it for future reference.
They will be more likely to think twice when purchasing a
2-dollar t-shirt. This will all be achieved in a timely man-
ner due to the fact of lacking resources and times, all the
data will be collected in a convenient approach and from
2-hand information of scholarly articles.
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Research Questions
Here are a couple of research question that will help
reach the research objective:
RQ1: Does a higher income influence more
consumerism within the fast fashion industry?
H1: When one has a higher income, they distribute were made yet purchase them because it is convenient.
their assets differently compared to those who Living in a trend-era many consumers want to appear
are not economically stable.
For instance, higher-earners tend to be more hyper
aware of what they purchase. They are more likely to
consume products that are of higher-quality because
they have the funds for it. As well as, most of them
might have an education background. Therefore,
they are more likely to be informed of how the
manufacturing process.
RQ2: What motivates consumers to buy new
clothing?
H2: Consumers are more likely to purchase due to in relatively good quality therefore it is not considered
trends.
Living in a digital era one is constantly being thrown
advertisements that are meant to influence or per-
suade one to purchase items. The internet is utilized
by big brand companies in order to target their audi-
ence and distribute information in order to influence.
They are able to communicate based on the season
what types of clothing are in and what is out for the
season.
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RQ3: Are consumers aware that a lower price for
clothing correlates to the use of poor material
and work conditions during the manufacturing
process?
H3: Consumers are aware where their clothing
derives from but don’t really care due to pricing.
Most consumer’s consciously know where their items
a certain way which motivates them to buy items within
their budget. Therefore, they see appearance as valu-
able and don’t care where their garments derive from.
RQ4: When getting rid of old clothing how
confident are they that their clothing will
be re-worn again?
H4: People will feel confident that their old
clothing will be re-worn again.
When cleaning out the closet many people turn to
donating as a great option. Most of the clothing is still
trash. Therefore, many turn to donating as the best op-
tion so someone within their community can make good
use of it. As well as, many are unaware that most of their
donated clothes will end up in a landfill if not sold in a
third-world market across the sea.
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Research Design
The research methodology conducted was a survey
consisting of fifteen questions. Types of scales that
were utilized were likert scale, frequency scales along
with demographic questions. The survey utilized the
behavior behind the purchase intentions of consum-
ers. As well gain an insight of how often they purchase
new clothing. If so, how aware are they on the topic
on the effects of slave labor and the contribution to
global warming.
Due to the lack of time the sample that was taken was
convenience sampling. This was distributed online on
platforms such as Snapchat and Facebook. Therefore,
those who had a minute to take the survey can be
categorized as the most readily available members.
The questions that distributed can be categorized as
quantitative data. Although, it was quite successful in
that the number of responses were relatively good
that doesn’t necessarily guarantee accuracy. There-
fore, in the study four interviews were conducted in
order to gather more qualitative data.
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The interview portion of the survey was composed
of 4 individual interviews. Two of participants were
women and the other two were males. The even split
between male and females was intentional to pro-
duce an equal prospective between male and female
purchase behaviors. All four interviews were face-to-
face interviews. This was chosen due to the fact that
I wanted to avoid all sorts of interruptions and have a
more intimate conversation with the interviewee. The
interviews took place in a study room at Loras Col-
lege.
FIndings:
Based on the data the findings did reflected that
people who earn more tend to not spend on cheaply
made clothing. Therefore, we can assume that eco-
nomic status has a lot of influence if the focus is on
quality or price. Based on the interview it indicated
that the motive of spending money on a new outfit
was for work related purposes or an upcoming event.
People are more likely to re-wear work attire com-
pared to a new dress. Due to the fact that many attires
have a purpose or there’s a certain.
Conclusion:
Although we like to assume that are consumers we
really rely on convenience. That being from where we
obtain Obtain food to the clothing we wear. Clothes is
not seen as a direct necessity, yet many of us tend to
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Appendix
Survey Results:

Age & Average of

Annual Income:
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Interviews:

Ana
Bio: Female 24 yrs

1. What motivates you to want to purchase a new

outfit? How often.?
“I would say that I purchase clothing every two-
weeks, typically when I get paid. The motivation
behind purchasing new clothing would be the
time and care I have for my personal image. I feel
as when you appear well-dressed, you will be
taken more seriously and have an essence to
your persona. It symbolizes that you are well
prepared and are ready to take on whatever the
day has to offer.”

2. Do you feel as if you are more likely to follow

trends which also affect how often you pur
chase new clothing?

“As mentioned I do care for image therefore
this will more than likely affect how I appear. Yet,
I’m aware that many trends come and go there
fore when buying clothing I purchase items that
are timeless pieces. I tend to see what jacket I
have that will go- well with a certain shirt that I
may purchase.”
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3. When buying a new garment, what are you 6. Do you feel as if you will be more likely to re-
primarily looking for at an affordable price or wear the outfit several times before getting rid
quality? of it?

“I’m a bargain shopper so I typically look out for a “I hope to wear it multiple times. As mentioned,
good price. I enjoy shopping at places such as I like to shop for timeless pieces. I like to make
H&M or TJ MAXX. Nowadays it doesn’t take much good use of what I already have and buy other
money in order to look good.” items that will go well with them.”

4. Are you aware that slave labor and price of 7. When cleaning out your closet, where do you
materials to sow-up your clothing has a great im dispose of those garments?
pact on pricing of your outfit?
“I have a big family so I usually give them away
“I’m aware that is a really sad reality for many to my younger siblings or cousins. Usually, when
workers within the industry. A big-name brand cleaning out my closet I want to get rid of it im
that comes up will have to be Nike. They pay mediately so I don’t bother going to goodwill, I
their workers a dollar or less yet it doesn’t really simply drop it off at my parents.”
reflect on their pricing. Perhaps, they are using
good quality material but it’s evident that they 8. In what condition do you typically donate or
aren’t paying the workers fairly.” throw away unwanted clothing?

5. Do you feel as your income affect’s what kind “Relatively well condition. Usually, brand new.”
of clothing you purchase?
9. Do you feel as when you donate those item’s
“Yes, as mentioned I’m a big bargain shopper. will end-up in the hand of someone within the
I’m not in a position to always buy good quality community?
things due to the fact that I can’t afford them. I
usually buy good quality five times a year.” “Yes, I see my sisters or cousins wear them.”
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Interviews:
Paula
Bio: Female 21 yrs
1. What motivates you to want to purchase a new
outfit? How often.?
“When I have an upcoming event. Usually I don’t
really care for appearance. If I’m not at work my
go to outfit is usually a hoodie and leggings. So,
typically I would say 5 times every other month.”
2. Do you feel as if you are more likely to follow
trends which also affect how often you pur chase things that are convenient to us. We un
chase new clothing?
“I lean toward price. Like I said, my main intention
when buying new clothing revolves around an
event. Therefore, I’m not going to purchase a
super expensive item to only wear it 5 times a
year or maybe even once.”
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3. When buying a new garment, what are you
primarily looking for at an affordable price or
quality?
“Depends on the piece of clothing. I’m more
likely to wear comfy clothing several times
compared to a dress I bought for a certain
event.”
4. Are you aware that slave labor and price of
materials to sow-up your clothing has a great im
pact on pricing of your outfit?
“Absolutely, yet these items are still purchased
due to price. It’s sold to many people here in the
states including me because we tend to pur
consciously ignore the big picture of why some
thing is priced so low.”
5. Do you feel as your income affect’s what kind
of clothing you purchase?
“Yes, I can’t afford much therefore I buy things
within my budget.”
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6. Do you feel as if you will be more likely to re- Abel

wear the outfit several times before getting rid
of it?
Bio: Male 21 yrs

“I will re-wear if it’s appropriate to the event that I 1. What motivates you to want to purchase a new
will be attending.” outfit? How often?

“Usually when I have to attend an event. I have a

7. When cleaning out your closet, where do you
dispose of those garments?
“I usually take them to Plato’s closet or goodwill
if I’m in a hurry.”
8. In what condition do you typically donate or chase new clothing?
throw away unwanted clothing?
“Usually in great condition. As mentioned when
buying new clothing I tend to purchase things
for a big event. Yet, I’m limited to how many
times I will re-wear those items so that is my mo
tive to donate my unwanted clothes.”
9. Do you feel as when you donate those item’s quality?
will end-up in the hand of someone within the
community?
“Of course, the stuff I donate is always in
relatively good condition and dress-up cloth
ing is usually more expensive compared to other
kinds of clothing. So, I hope it ends up in the
hands of someone who is in need so they can
big family so I’ve been to several events this past
year. I probably purchased 6 brand new outfits in
the span of every other 3 months.”
2. Do you feel as if you are more likely to follow
trends which also affect how often you pur
“I would say that I like to be presentable and
some trends do have an influence on how I
dress. I usually get advice from my girlfriend, so
that may have an impact on what I purchase.”
3. When buying a new garment, what are you
primarily looking for at an affordable price or
“I look for quality. Usually the clothing that I pur
chase is to attend really big events so, I don’t
want a shirt to rip or have any other kind of
wardrobe malfunction.
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4. Are you aware that slave labor and price of 7. When cleaning out your closet, where do you
materials to sow-up your clothing has a great im dispose of those garments?
pact on pricing of your outfit?
“I usually give them to my family members. If
“I have an idea of how the manufacturing they don’t want them then I usually sell them on
process is. It’s really sad to see that many en Facebook Marketplace.”
dure that kind of work life. But sadly, that’s
mainly the source of where many Americans ob 8. In what condition do you typically donate or
tain their clothing.” throw away unwanted clothing?

5. Do you feel as your income affect’s what kind “I would say that I give them away in pretty good
of clothing you purchase? condition. I would not give them to other family
members there in terrible conditions. Or if I’m
“Yes, many people can’t afford to buy quality going to sell them I want to make the most profit,
products due to price. Some people have to so they are in great conditions.”
conform to buying poorly made clothing. In the
long-run it does become expensive because 9. Do you feel as when you donate those item’s
you are purchasing clothes that won’t last you will end-up in the hand of someone within the
that long.” community?

6. Do you feel as if you will be more likely to re- “I hope so. I mean where else would they go.”
wear the outfit several times before getting rid
of it?

“My intention when purchasing is to re-wear. By
any means do I feel as if outfits should only be
worn once. Yet that intention varies due to the
fact that it all comes down to where I’m going or
what I’m attending.”
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Interviews:
Andy
Bio: Male 23 yrs
1. What motivates you to want to purchase a new the mall which I hate or save my money.”
outfit? How often.?
“The last time I recall buying a new outfit was
for a job interview. So, a motivation of mine
would be just buying professional attire that
consists of 4 polos and six-dress pants. I would pact on pricing of your outfit?
say buy new clothing 6 times a year. I don’t really
care for my appearance unless I’m at work.”
2. Do you feel as if you are more likely to follow
trends which also affect how often you pur
chase new clothing?
“I don’t really care about making a statement
with my outfit. Unless I’m at work or attending a
big event.”
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3. When buying a new garment, what are you
primarily looking for at an affordable price or
quality?
“Out of the six times a year that I purchase cloth
ing I would say the focus is quality. Cheap things
in the long-run end up being expensive. Due to
the fact that it won’t last long. So I avoid going to
4. Are you aware that slave labor and price of
materials to sow-up your clothing has a great im
“I am that’s why I buy from transparent high-
quality clothing stores.”
5. Do you feel as your income affect’s what kind
of clothing you purchase?
“Luckily, I have the privilege to purchase good
quality clothing. I know that’s not the reality for
many. But I feel as if people can afford to pay for
good quality items if they save and live be
low their means. Make shopping and every other
6-months kind of hobby. Clothes’ is necessity but
too much of it becomes an issue.”
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6. Do you feel as if you will be more likely to re-

wear the outfit several times before getting rid
of it?

“Of course, I do. I do not have a diverse closet.
So, the chances of me re-wearing the same
outfit is common for me.”

7. When cleaning out your closet, where do you

dispose of those garments?

“My closet isn’t overflowing with clothes. I have

enough closet space but when I do want to get
rid of some items I tend to donate them at a
local Goodwill or Salvation Army.”

8. In what condition do you typically donate or

throw away unwanted clothing?

“Typically, a little worn. That’s why I tend not to
sell them or give them away to family members.
If they are in terrible conditions, I typically cut
them up and use them as cleaning rags.”

9. Do you feel as when you donate those item’s

will end-up in the hand of someone within the
community?

“Hopefully, someone can find a good use of

them.”