Sustainable Fashion for the Masses: Issues, Challenges and Prospects

In a constantly evolving and innovating society, globalization has affected the daily lives of people. Climate activists have been creating awareness of the human-made climate crisis and how it will create a huge negative impact on future generations. There has been a strong attitudinal inclination of consumers towards sustainable products. However, a decline in the purchase behavior of consumers for the same has been observed, cost being the main reason for the same. Looking into the increasing trend of consumers towards mindful shopping due to the rise in inflation post pandemic, many industries have shifted to producing low cost and low-quality unsustainable products for the masses. The apparel and fashion industry are one of the greatest polluters leading to many ecological and environmental problems. Fast fashion apparel industry produces apparels of low quality from unsustainable raw materials. Though sustainable fashion has been successful among high-income consumers it is a farfetched dream for the masses. In order to make sustainable fashion affordable among masses, companies need to innovate their manufacturing processes and marketing strategies. This research paper involves qualitative research with in-depth interviews of fast fashion companies focused on understanding and analyzing the challenges faced by them in making a sustainable and affordable fashion apparel for the masses. The analysis has been done through Interpretative Phenomenological Analysis. The findings will help the companies re-innovate and re-strategize their manufacturing processes and marketing strategies to design and promote sustainable and affordable fashion for the masses. This will help them generate revenues for their companies with the added differentiation of contributing to the cause of sustainability in the long run.