TY  - CHAP
U1  - Buchbeitrag
A1  - Brandt, Timo
A1  - Strähle, Jochen
ED  - Strähle, Jochen
T1  - The sustainable fashion oxymoron - want vs act!
T2  - Emotionalizing fashion retail : the guide for retail success
N2  - Purpose: This paper is to show what sustainable fashion is and how it has developed in recent years. Also the paper discusses which factors are important in order to be sustainable. Above all, it's about customers who show a lot interest in sustainable fashion. Child labor, working conditions, poor quality and poisonous substances are stricty rejected by these consumers. Amazingly, fashion companies that repeatedly hit the headlines with bad properties are very successful. It's about the sustainable oxymoron, the act and want of the consumer.

Findings: It is difficult to be sustainable. The reasons for that are the consumption, not much transparency in textile chains, fast fashion and much more. It's almost impossible for a product to achieve the 100 percent sustainability. On one hand the consumers want to have sustainable products, on the other hand they purchase for newness and cheap clothes. It has become clear that they buy in a conflict.
KW  - sustainable
KW  - consumer conflict behavior
KW  - textile chain
KW  - fast fashion
KW  - slow fashion
Y1  - 2015
SN  - 978-3-7347-5821-8
SB  - 978-3-7347-5821-8
SP  - 292
EP  - 311
S1  - 20
PB  - Books on Demand
CY  - Norderstedt
ER  -