SONAR|HES-SO

SONAR|HES-SO

SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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Bachelor thesis

To what degree could Swiss Millennials’ conflicting desire for fashion, brand meaningfulness and sustainability be solved by the fashion-on-demand business model

    2018

Mémoire de bachelor: Haute école de gestion de Genève, 2018

French Today’s clothing and fashion industry is mostly considered as “fast-fashion”, a model characterized by high speed and high volume production, rapidly changing styles and novelty, aiming at maximizing throughput of goods and profits. The production and consumption of clothes have major impacts on the environment, the society and the economy and are for now far from being sustainable. Changes are needed in the clothing and fashion industry all along the supply chain. A major part of the environmental impacts linked to the clothing and fashion industry comes from the consumer use either by means of energy used or waste generated. The fashion-on-demand model, by design, aims at reducing the consumption of clothes and the waste generated by unsold garments. The purpose of this to gain an insight on how Swiss Millennials, part of a generation defined as being one of the most conscious about sustainability, consume and wear clothes in order to discuss and assess the potential of the fashion-on-demand model for a more sustainable industry. The first phase of the thesis aimed at acquiring knowledge about sustainable business models and how these models apply to the complex industry that the clothing and fashion industry. The second phase was composed of a survey sent to Swiss Millennials in regards to their consuming and purchasing habits, motives, attributes as well as their awareness about sustainability in the industry. The literature review emphasized three logics for sustainable business models in the clothing industry: Narrowing, Slowing and Closing. The survey revealed the interviewed Swiss Millennials as being much more attentive to practical motives and attributes such as bargains, comfort and protection, while purchasing and wearing clothes. Quality, affordability and fashionability have been designated as the most important factors for deciding to purchase a clothing item while availability and brand meaningfulness seem to be of lesser importance. Most interviewees answered being aware of the significance of sustainability in the industry while fewer responded actually taking it into consideration while purchasing clothes. The findings from the literature review, survey and further researches on the Swiss market showed that Swiss Millennials are aware of the need for a more sustainable clothing industry although not necessarily aware of the sustainable alternatives. The fashion-on-demand model has the potential to answer Swiss millennials wish for fashionability while changing consumption patterns and the waste generated. The fashion-on-demand cannot however resolve and change by itself the way clothes are consumed and produced. An inclusive change is needed among the industry and this thesis aimed at joining insights from consumers to the existing literature on sustainable business models
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 323522
Persistent URL
https://sonar.ch/hesso/documents/314725
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