Explore the Consumer Understanding towards Sustainability Is A Key Concept to Unveil the Mystery of Fashion Business

Previous research into sustainable fashion design has explored the way of reducing the impact of materials and manufacturing mostly, whilst the consumer understanding about sustainable fashion has been ignored. Public understanding is important to show the direction for successful fashion business. Analyzing consumer experience provides an opportunity to make the decision of design which has a direct impact on consumer and garments life-cycle. Documentation and research on consumer wardrobes and history help to address consumer behavior, habits, and perceptions towards sustainability. This paper includes consumer questionnaire, wardrobe inquiry and interviews with consumer aimed to explore public understanding and create awareness of sustainable clothing. At the same time this study provides information to the designer to make fashion more sustainable by taking right design decision. How consumers understanding towards sustainable fashion can influences the designer to design has been highlighted by series of scenarios. For developing sustainable business model how the fashion industry could act from the perception of public behavior and market conditions could be found by further research. It is important to inform the students from fashion design department as well as fashion management about the challenging issues of future fashion business. This study may help the students to become aware about sustainability of fashion which will help them to consider the ethical issues of fashion before creating a collection or selecting a subject for dissertation.