Abstract:
The global fashion industry is driven by a
quick pace, and an ‘out with the old, in with
the new’ character, while consumers are
enticed with instant gratification through the
rapid fashion cycle (Wang et al., 2017).
Unfortunately, fashion production and
consumption leave behind disreputable waste
and toxic effluents from textile production
processes and large amounts of unusable or
unfashionable clothing waste dumped in
landfills (Anastasia, 2017). A lack of
consumer awareness is one of the many
hindrances to dealing with fashion waste
responsibly (Enviroserv, n.d.). Movements
calling for a minimalist lifestyle, such as the
Voluntary Simplicity Movement, are growing
in popularity because society is recognising
the detrimental effects of consumption
(Kennedy et al., 2013). There is however
limited information from emerging countries,
pertaining to the millennial consumer’s stance
on fast and slow fashion and its impact on the
environment. This paper intended to explore
millennial consumers’ awareness, perceptions
and attitudes regarding slow fashion
consumption, in South Africa. This research
was qualitative and followed an exploratory
and descriptive research design. Millennial
slow fashion consumers made up the
sampling group because millennial
consumers are recognised as the most
influential consumer group, with the greatest
buying power regarding fashion. Interviews,
from purposefully selected participants, were
conducted to gain knowledge on the
awareness of consumers in relation to slow
fashion consumption South Africa, however
all participants happened to be from
Johannesburg, Gauteng. The findings
revealed awareness of the damaging
environmental and social effects of fast
fashion production. Most participants
associated the fast fashion industry with
money-making, reckless production practices
and consumption of clothing at a dangerous
pace. The participants recognised slow
fashion as somewhat of an antithesis to fast
fashion, with mindful consumption motivating
consumption of clothing. However, slow
fashion is viewed as a niche market, in terms
of affordability and accessibility. Although it is
the participants’ view that consumers have
the ability to change and revolutionize the
clothing industry, an increase in awareness of
slow and fast fashion alike is imperative. The
paper contributes to the literature on slow
fashion consumption from the perspective of
consumers in an emerging market.
