Print Email Facebook Twitter Communicating sustainability in fashion Title Communicating sustainability in fashion Author Hekkelman, H.M. Contributor Sääksjärvi, M. (mentor) Cankurtaran, P. (mentor) Bos, H. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Marketing and Consumer Research Date 2014-05-21 Abstract Since 2001 Kuyichi, a conscious fashion brand, has been on a journey to market sustainable denim. Kuyichi is interested in adding a Track & Trace (T&T) feature to their jeans. With a T&T feature the consumer can trace back important production steps and characteristics of the jeans, while being in a store. The purpose of this graduation project was to examine how Kuyichi can highlight sustainability in stores to create competitive advantage, with the use of Track & Trace. Research shows that sustainability is needed in fashion, yet consumers seldom buy clothes from sustainable brands. Although consumers are concerned about sustainability and try to make conscious purchase decisions, their concerns rarely translate into actual behaviour. A part of this non-action might be the consumers’ negligence, though sustainable brands such as Kuyichi could also do more to get noticed and trigger consumers to act. What seems to be missing are specific triggers that would prompt consumers to pay more attention to sustainability and to notice Kuyichi’s sustainable characteristics in the store. Product labels can serve as such triggers, given that they are important as eye-catcher, to assess the quality of the jeans and for branding. In this report different approaches to highlight sustainability were compared, through the design of a new hangtag - a product label attached to clothes with a cord. Kuyichi’s current hangtag emphasises sustainability by using textual information. This is the typical approach used by sustainable brands: providing text about sustainability and its importance. Based on existing literature four alternative approaches were identified for highlighting sustainability: by asking a provocative question about sustainability; through the use of a sustainable material; by evoking self-reflection; and by storytelling. For each approach a concept was designed and tested to see if they showed significant differences in Action-orientation, Attention drawing, and Uniqueness. This was first done in a 1 x 5 between-subjects experimental design conducted in a lab environment (N=107). After data analysis two concepts were selected. A second experiment was conducted in a real store (N=61). Kuyichi’s current hangtag was used as benchmark in both experiments. Results of both studies show that communicating sustainability through text triggers consumers the least. Highlighting sustainability through self-reflection has the greatest impact on the target group’s call to action. This concept consists of a square cardboard with a mirror-silhouette on one side and a ‘production worker’ on the other side. In this way, a one to one connection is made with the maker. Previous studies showed when consumers believe their choices have an impact they are more likely to engage in sustainable consumption. The idea behind the mirror is that it gives a sense of self-reflection. The in-store experiment suggests that Kuyichi’s target group is partly interested in sustainability-related information about the jeans, but a digital Track & Trace feature is not the best way to provide this. Consumers prefer to look at the hangtag or to visit Kuyichi’s website at home for more detailed information. Even though a digital T&T feature will be appreciated by a very small group of consumers, the effect on consumers’ behaviour will probably be low. Therefore the advice for Kuyichi is to drop the digital Track & Trace feature, and instead introduce the selected hangtag to highlight sustainability in stores. Furthermore Kuyichi should improve its corporate website, so it shows a complete overview of Kuyichi’s corporate social responsibility practices. Qualitative feedback from the experiments was used to improve the design of the self-reflection hangtag. The final design includes the topics the target group is most concerned about. According to this thesis, there are: labour conditions in factories, the suppliers’ location and sustainable materials. With this new hangtag that enhances self-reflection, consumers are triggered to act an Kuyichi can differentiate itself from competitors in stores. Subject competitive advantagein-storeKuyichiintention-behaviour gap To reference this document use: http://resolver.tudelft.nl/uuid:9ec21f80-3501-422f-bd81-3d25bf153ad9 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2014 Hekkelman, H.M.