The emotional durability of fast fashion: male and female perspectives

Marroncelli, R. ORCID: 0000-0002-8148-7580, 2024. The emotional durability of fast fashion: male and female perspectives. PhD, Nottingham Trent University.

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The empirical focus of this thesis has been to investigate the emotional durability of fast fashion, considering how this can inform the sustainability debate. Much has been written about the relationship between women and clothing, there is however a limited understanding of comparable male relationships, particularly in relation to sustainable consumption. The research responds to existing gaps in theoretical debates on fashion, by addressing the lack of studies which have explored the trend cycle in the context of sustainability, and also aims to deepen understanding regarding male and female perspectives towards the emotional durability of fast fashion garments.

Given the research’s focus on individual attitudes and behaviours towards clothing and sustainability, material culture and sustainable consumption form the theoretical framework of this study. A multi-method, qualitative approach, that has partly been grounded in ethnographic principles, has been developed. The research has included the analysis of a clothing archive, FashionMap, which is a unique collection of garments and accessories, sourced heavily form fast fashion brands, belonging to Nottingham School of Art and Design at Nottingham Trent University (NTU). The archive spans seventeen years, and documents trends on the British high street at a time when fast fashion was growing alongside the emergence of online shopping. The study employs a methodology which uses FashionMap archive to track trends and evaluate garments’ emotional durability in line with gendered responses. Focus groups and workshops with students and young adults were designed to encourage interaction with the FashionMap collection. These focus groups were followed up with detailed wardrobe studies with interviews, which have produced rich, ethnographic data.

The endpoint is a series of insights to inform sustainable development within the fast fashion industry. By drawing from a unique trend-based garment collection, the notion of the fashion trend has been re-thought within the realms of sustainability and consumer behaviour. My study has created a new way for understanding the trend system post 2020. I consider the lives of the individual consumer, which brings out the emotional attachment of trends. Gendered findings uncovered how males and females hold different reasons for attributing emotional attachment to items of clothing, but place equal importance on attitudes towards sustainable fashion consumption. This study has brought forth new knowledge of what fast fashion means to the young consumer in the context of sustainability and their own lives.

Item Type: Thesis
Description: Abridged version
Creators: Marroncelli, R.
Braithwaite, N.Thesis
Kent, A.Thesis
Brown, V.Thesis
Date: March 2024
Rights: The copyright in this work is held by the Rose Marroncelli. You may copy up to 5% of this work for private study, or personal, non-commercial research. Any re-use of the information contained within this document should be fully referenced, quoting the author, title, university, degree level and pagination. Queries or requests for any other use, or if a more substantial copy is required, should be directed to the author.
Divisions: Schools > Nottingham School of Art & Design
Record created by: Laura Ward
Date Added: 15 Apr 2024 10:13
Last Modified: 15 Apr 2024 10:13

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