2014/05/19 by Zeynep Ozdamar Ertekin, Zeynep Özdamar Ertekin, Deniz Atik · 318 citations
Arts and Humanities · Business, Management and Accounting · #Business #Clothing #Consumer Behavior in Brand Consumption and Identification #Context (archaeology) #Dominance (genetics) #Environmental Sustainability in Business #Fashion and Cultural Textiles #Fashion design #Fashion industry #Fast fashion #Marketing #Obsolescence #Political science #Product (mathematics) #Sustainability
paper · doi:10.1177/0276146714535932
published in Journal of Macromarketing 35(1), 53-69 (SAGE Publishing)
crossref issued 2014/05/19 · crossref published 2014/05/19 · crossref published-online 2014/05/19 · openalex publication_date 2014/05/19 · crossref created 2014/05/20 · crossref published-print 2015/03/01 · openalex created_date 2025/10/10 · crossref deposited 2026/04/29 · openalex updated_date 2026/08/01 · crossref indexed 2026/08/01
Examining the critiques of the current fashion system and alternative approaches to fast fashion reveal a growing awareness of the negative implications of mindless fashion production and consumption. The purpose of this study is to understand how the fashion system driven by speed, change, product obsolescence, and aesthetic fads, can be challenged and repositioned to encourage greater sustainability. Slow fashion has been selected as a context to examine the emergence of an alternative system, as it develops a holistic understanding of what constitutes sustainable fashion. However, it is still unclear whether the slow fashion movement can eventually challenge the global dominance of fast fashion, as many trade-offs and conflicts are involved. We aim to contribute to previous scholarly work by shedding light on the motivating factors that encourage different actors to participate in the slow fashion movement and on the barriers that keep the network from mobilizing. We also offer possible remedies that we hope will be beneficial for scholars and practitioners working to build a more sustainable fashion system.