Perez, A and Lonsdale, MDS orcid.org/0000-0003-0315-6169 (2018) Garment label design and companion information to communicate fashion sustainability issues to young consumers. Visible Language, 52 (3). pp. 115-139. ISSN 0022-2224
Abstract
With the rise of fashion consumption and a clear lack of promotional input by retailers on the issues of sustainable fashion, this research shows that there is little awareness particularly among young adults on the issues of fashion sustainability. Therefore, a clear need to inform consumers on how to utilize, care for and dispose of fashion items is necessary to make the important changes to the planet’s fashion waste issues. To this end, this research explores ways of how fashion brands can communicate a more sustainable way of consuming fashion to young consumers in the UK. Focus groups were conducted with the objective of identifying the main issues relating to fashion consumption including the lack of awareness and disposal of garments. These were followed by a collaborative workshop involving young consumers, where a fashion brand was created to educate consumers through information and garment label design solutions using innovative communication strategies. To ascertain the validity of these design solutions, usability testing was then conducted, which identified further design improvements. Although conducted with a small set of participants this collaborative and user-centered research is well positioned to propose innovative solutions to communicate research-based design solutions on how to communicate, educate and change the perception of sustainable fashion among young consumers in the UK.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | (c) Copyright 2018 by University of Cincinnati. This is the published version of an article published in Visible Language. Uploaded with permission from the publishers. |
Keywords: | Information Design; Garment Label Design; Packaging Design; Fashion sustainability |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 25 Sep 2018 09:17 |
Last Modified: | 13 Jul 2020 13:19 |
Published Version: | http://visiblelanguagejournal.com/issue/282 |
Status: | Published |
Publisher: | School of Design, University of Cincinnati |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:136138 |