TY  - JOUR
AB  - Purpose The purpose of this paper is to explore consumers’ views and expectations on circular clothing. This paper also clarifies how the remanufacturing process should be communicated and circular fashion marketed to consumers.Design/methodology/approach The research methodology consisted of consumer interviews, utilising an online innovation platform (Owela) to involve consumers and workshops with project partners and with external stakeholders.Findings Consumers’ interest towards recycling and sustainable solutions has increased. They appreciate the idea of recycling textile waste to produce new clothes; circular products should become “the new normal”. Consumers are asking for more visible and concrete information about circular clothing and how their behaviour has affected the environmental aspects of textile production. The communication should be timed correctly by using multiple communication channels and also paying attention to the shopping experience. In addition, digital services alongside circular clothing could create additional value for consumers.Research limitations/implications In this study, only consumers from Finland were involved. The results might be different in different parts of Europe and especially worldwide.Originality/value This study focusses on circular clothing – an area that has not been studied much before. Also, consumers involved in this study were of a different age compared to most of the previous studies, where the focus has been mainly on young college students.
VL  - 22
IS  - 3
SN  - 1361-2026
DO  - 10.1108/JFMM-08-2017-0079
UR  - https://doi.org/10.1108/JFMM-08-2017-0079
AU  - Vehmas Kaisa
AU  - Raudaskoski Anne
AU  - Heikkilä Pirjo
AU  - Harlin Ali
AU  - Mensonen Aino
PY  - 2018
Y1  - 2018/01/01
TI  - Consumer attitudes and communication in circular fashion
T2  - Journal of Fashion Marketing and Management: An International Journal
PB  - Emerald Publishing Limited
SP  - 286
EP  - 300
Y2  - 2024/04/26
ER  -