Collaborative redesign of used clothes as a sustainable fashion solution: exploring consumer interest and experience.

Abstract

Consumers’ clothing disposal decisions have lasting effects because the decomposition process of certain materials can span several decades (Fletcher, 2008; Black, 2008). Unfortunately, only 48% of post-consumer used clothing is recycled (Chen & Burns, 2006). The primary aim of this mixed methods study was to explore the viability of a service or business involving consumers in redesigning their used garments as a sustainable alternative to disposal. Through focus groups discussions and questionnaires with closed-ended items, I sought to answer who potential redesign consumers are and therefore the appropriate target market for the service. I collaborated with participants to conceptualize practical, executable redesign plans for their garments. After all redesigned garments were returned, consumers provided their feedback in focus groups and questionnaires. These suggestions may be used to develop recommendations for future redesign businesses. A total of 27 mostly Caucasian (89%) women ages 18-62 participated, and 27 corresponding garment redesigns were completed. Although not motivated by environmental concerns to modify their clothing purchase behavior, the women were comfortable with used clothing and were interested in using a redesign service in the future. Participants indicated they were mostly satisfied with their redesigned garment and will continue to wear their garments for a mean of approximately two additional years. They were willing to pay $50 to $60 for the service. Many (52%) suggested redesign could be marketed as a social experience to commemorate life events (i.e., engagement or marriage) among women, similar to a Tupperware® or Mary Kay® event.