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The purpose of this research is to examine how consumers interpret and understand sustainable fashion production and how this informs their fashion consumption practice.

The research adopts an interpretivist approach with in-depth interviews with 28 participants. Sampling criterion sought consumers already engaged with sustainable production – professionally working mothers – to explore how their sustainability knowledge was evaluated for sustainable fashion claims. Garment labels that descripted facets of sustainable production were introduced to encourage discourse of sustainable fashion knowledge.

The findings illustrate that sustainable fashion production is not understood and efforts to apply sustainability concepts were often misunderstood which led to scepticism for higher pricing and marketing claims. Despite this, there was concern for the wider implications of sustainability.

Limitations include the small sample from one geographical area (Edinburgh), despite the richness of the data collected.

The research offers practical advice for fashion marketers to educate consumers through effective communication strategies how sustainable fashion concepts improve consumer concerns surrounding fashion production.

The research indicates increased concern for fashion sustainability, something that fashion retailers should be mindful of.

There has been little research examining consumer interpretation of sustainable fashion terminology, and this research adds to understanding how sustainability is evaluated within fashion production.

Creative industries, such as the designer fashion industry (DFI), are among the toughest in which to establish sustainable business ventures. While studies have examined how networks and social capital contribute to independent DFI start-ups and why such businesses fail, these studies have been largely restricted to well-established entrepreneurial spaces like London, which differ in structure and size compared to emerging DFI entrepreneurial spaces in small economies like New Zealand. This chapter addresses this gap in the creative enterprise literature by presenting findings from an examination of 12 New Zealand fashion designers’ accounts of their responses to start-up challenges. The analysis, which paid particular attention to the relationship between social capital and reported strategic practice, revealed that the designers’ challenge profiles and strategic responses were linked to very ‘biographical’ personal networks and their personal enterprise orientations. While those designers with well-established networks started the most resilient businesses, the analysis revealed that even these designers were not necessarily particularly strategic when tapping into the social capital embedded in their networks. Overall, the findings provide further confirmation of the importance of social capital and network management during start-up. Most significantly, they demonstrate why designers need to be forward looking and employ a strategic approach to developing and accessing social capital and when making business decisions. Those who did so were more likely to have viable ventures than those who accessed social capital in order to react to unanticipated challenges.

The purpose of this study is to explore consumers perceptions of sustainability, including how information is accessed, evaluated and practiced and how sustainability concepts transfer to fashion consumption.

The research adopts a phenomenological approach of unstructured interviews with 28 professionally working mothers. Garment labels indicating concepts of sustainability from UK fashion-retailers were used as a vehicle for discussion. Data was analysed through the theoretical lens of Holbrook’s (1999) typology of consumer value.

The findings identity that the participants struggle with understanding how sustainability is compromised within fashion-production and how their sustainability practice fluctuates depending on information, guidance and practical support. The findings also identify preferences for sustainability, where sustainable concepts are perceived as adding value.

Limitations are assumed through the small focussed sample, however, the research does provide rich insight into micro-analytic idiographic lifeworlds to better understand how everyday deliberations of household management and sustainability concepts are practiced.

The findings illustrate pathways for retailers, producers and policymakers to guide sustainability and support sustainability through the use of labels and marketing which will enhance notions of value. Similarly, the findings can enable policymakers to position campaigns and practical solutions that advance the sustainability agenda.

The research indicates that sustainability is filtering through society and drawing the attention of a broader consumer market, including passive mainstream consumers who are developing expectations that mainstream fashion-retailers address sustainability.

The research is novel in adopting a phenomenological approach that provides a unique insight into how sustainability is experienced in everyday households, through the adaptation of related behaviours and evaluating sustainability concepts.

The sustainability of global production chains is at the centre of discussion in the past few years. One of the most polluting sectors is the fashion industry. Fashion brands often decline responsibility, and continue misleading or exaggerated communication. This study aims to provide a comprehensive evaluation of regulation in the fashion industry and show practices of fashion firms.

Based on documentary analysis and literature review, the article describes current civil, supranational and governmental policies aiming to enhance the three dimensions of sustainability. Connecting these to the high-growth firm theory, the authors present a case study of a rising Hungarian fashion star based on press, sustainability and balance-sheet report analysis and personal interviews.

The article highlights some problematic areas of sustainability and greenwashing and describes the different levels and targeted areas of regulation. From the entrepreneurial perspective, the difficult balancing among growth and sustainability is analyzed and illustrated by the detailed case study. The authors provide regulatory suggestions (including the creation of a supranational monitoring agency).

Even if the authors doubt that global fashion chains can be sustainable, they offer both managerial and policy suggestions to reach the highest level of sustainability.

The suggested measures can contribute to the more sustainable practices and fraud reduction in the fashion industry.

To the best of the authors’ knowledge, the economic-regulatory approach used in this study to sustainable fashion industry is new, such as the presentation of the practices of a high-growth firm with a sustainable image.

The purpose of this paper is to explore consumer perceptions and understanding of sustainable concepts within the context of fashion consumption.

Phenomenological interviews provided a platform to explore fashion sustainability and garment labels from current UK high street fashion retailers were used to stimulate discussion.

The findings identify confusion of how sustainability applies to fashion, particularly for environmental issues and there was scepticism regarding higher pricing for organic cotton. However, motivation to avoid fashion produced under exploitation resulted in avoiding retailers alleged of such practice, paying more for garments and purchasing from established UK retailers.

The idiographic nature of a phenomenological approach may be considered as a limitation, yet this in-depth exploration of participants with similar socio-demographics enables a rich understanding of the discourse experienced within their lifeworlds.

The findings illustrate that consumers are transferring sustainable principles from one context to another, and that by addressing sustainability, fashion retailers could obtain a competitive advantage.

The findings demonstrate consumers’ increased involvement with sustainability and the role expected from fashion retailers.

The research uniquely positions consumers’ reliance on heuristics to guide sustainable preferences, due to the lack of information and this implies that sustainable concepts are increasingly incorporated into everyday behaviours.

This study seeks to investigate the influence of the theory of planned behavior (TPB), of the conscious consumption intention and of the consumer ethical considerations, on Slow Fashion Consumption in the region known as Agreste Pernambucano, in Brazil, which is known for being an apparel manufacturing area.

To achieve this purpose, descriptive quantitative research using non-probabilistic sampling was conducted. Data were collected through an online survey and distributed through the snowball technique. The sample consists of 486 respondents and relies on structural equation modeling for data analysis.

The results highlight that the Slow Fashion Consumption, in the scope of Local Productive Arrangement (LPA) of clothing manufacturing in the Agreste region, is influenced by the intention of conscious consumption, the ethical considerations in consumer behavior and the perceived behavioral control. Moreover, the results highlight the role of the influence of subjective norms both in the attitudes of consumers and the intention of conscious consumption.

The primary contribution of this study is to demonstrate that perceived behavioral control is positively associated with Slow Fashion Consumption, which, in turn, shows that respondents believe they have control over their sustainable actions.

The purpose of the study is to fill a gap in the literature on mathematical production planning (joint balancing and sequencing) in the fashion industry. It considers in particular situations of mass customization, made-to-measure or small lot sizes.

The paper develops a mathematical model based on product options and attributes instead of fixed variants. It proposes an easy-to-use genetic algorithm to solve the resulting optimization problem. Functionality and performance of the algorithm are illustrated via a computational study.

An easy-to-implement, yet efficient algorithm to solve the multi-objective implementation of a problem structure that becomes increasingly relevant in the fashion industry is proposed. Implementation of the algorithm revealed that the algorithm is ideally suited to generate significant savings and that these savings are impervious to problem and thus company size.

The solutions from the algorithm (Pareto-efficient frontier) offer decision-makers more flexibility in selecting those solutions they deem most fitting for their situation. The computational study illustrates the significant monetary savings possible by implementing the proposed algorithm to practical situations.

In contrast to existing papers, for the first time, to the best of the author’s knowledge, the focus of the joint balancing and sequencing approach has been applied in the fashion instead of the automotive industry. The applicability of the approach to specific fields of the fashion industry is discussed. An option and attributes-based model, rarely used in general assembly line sequencing per se, is used for more flexibility in representing a diverse set of model types.

The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers.

This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data.

Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements.

Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region.

An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Micro-organisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively.

The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions).

The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.

In the last two decades, the fashion value chain traveled to developing parts of the world. To these nations, it paved a path for socio-economic development initially but lately, the aftermath has costed more. This article visualizes the gains and losses of fast fashion to these countries.

An in-depth systematic literature review was performed to analyze the secondary data from academic journals and reports from international organizations. The authors have compiled their empirical journeys in academia, research and industry from low- and middle-income countries (LMICs) based on Schon's (1983, 1990) theory of reflective practice. Further on, the article is structured using the value chain analysis (VCA) method which visualizes the aftermath of mass-producing fashion for the developed countries.

In this research it was found that LMICs have made substantial economic progress in the past two decades, however at a high social and environmental cost. It is the right time to find a balance between economic development and harm caused to the citizens of these nations.

At the moment the existing academic literature talks about unsustainable practices in the fashion sector around the world. This research precisely targets the LMICs where the aftermath is supposed to be much more severe. Further, it provides solutions and urges these nations to bring a substantial change throughout the value chain for a robust future.