Emerging alternative fashion market, which seeks to be local, to develop projects based on local realities (CLARK, 2008Clark, H. (2008). SLOW+ FASHION-an Oxymoron-or a Promise for the Future…?. Fashion theory, 12(4), 427-446.) |
1st pillar “local design and production” (CLARK, 2008Clark, H. (2008). SLOW+ FASHION-an Oxymoron-or a Promise for the Future…?. Fashion theory, 12(4), 427-446.) |
Diversified and innovative business models, bearing in mind the ecological, social and cultural aspects (CLARK, 2008Clark, H. (2008). SLOW+ FASHION-an Oxymoron-or a Promise for the Future…?. Fashion theory, 12(4), 427-446.; ERTEKIN; ATIK, 2015Ozdamar Ertekin, Z., & Atik, D. (2015). Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion. Journal of Macromarketing, 35(1), 53-69.). |
E1: I shop at Store X, Store Y, large [retail] stores. Medium stores... |
E2: downtown stores because as I’m there every day I end up buying a lot there. |
E3: As I work at the mall, I usually buy there myself [...] I buy more like this at store Z, Store Y [...] |
E5: I buy in malls, downtown. |
2nd pillar “the creation of transparent products” (CLARK, 2008Clark, H. (2008). SLOW+ FASHION-an Oxymoron-or a Promise for the Future…?. Fashion theory, 12(4), 427-446.) |
Creation of transparent products, that is, it seeks to promote the creation of bonds through the recognition of the needs for what is being created (CLARK, 2008Clark, H. (2008). SLOW+ FASHION-an Oxymoron-or a Promise for the Future…?. Fashion theory, 12(4), 427-446.; ERTEKIN; ATIK, 2015Ozdamar Ertekin, Z., & Atik, D. (2015). Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion. Journal of Macromarketing, 35(1), 53-69.). |
E2: Then I don’t look for it, I don’t think about it. I honestly don’t think [...] the only thing we usually see is advertising
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E4: Yes. I like to research [...] a new piece I like to have good feedback about that company. [...] I see it on the internet and I see it on some vegan pages |
E5: I love getting to know the company, the history, it even gives more confidence to those who buy. |
E6: I have already researched about jeans [...], but researching the brand, no. |
3rd pillar “production of sustainable and sensory products” (CLARK, 2008Clark, H. (2008). SLOW+ FASHION-an Oxymoron-or a Promise for the Future…?. Fashion theory, 12(4), 427-446.) |
Products are seen as an investment and not something disposable, the pieces are part of an experience in the life of those who consume, and their useful life becomes more valued (CLARK, 2008Clark, H. (2008). SLOW+ FASHION-an Oxymoron-or a Promise for the Future…?. Fashion theory, 12(4), 427-446.; ERTEKIN; ATIK, 2015Ozdamar Ertekin, Z., & Atik, D. (2015). Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion. Journal of Macromarketing, 35(1), 53-69.). |
E1: I want to buy it, I’m crazy, I see it, but I say “I really want it?!” |
E2: I don’t pay much attention to this collection issue [...] I don’t need this collection issue
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E3: I don’t like modinha, as I said, fashion changes and I don’t even know. |
E4: I don’t tend to google what’s trending |
E5: I don’t go for collection or anything, I go for my taste. |
E6: I buy clothes that I like
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