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Open AccessEditor’s ChoiceArticle

Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach

1
Department of Economics, University of Insubria, 21100 Varese, Italy
2
Department of Human Sciences and Territorial Innovation, University of Insubria, 22100 Como, Italy
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(7), 2809; https://doi.org/10.3390/su12072809
Received: 16 March 2020 / Revised: 27 March 2020 / Accepted: 31 March 2020 / Published: 2 April 2020
(This article belongs to the Special Issue Sustainability in Fashion Brands)
The significant changes which have occurred in the competitive scenario in which fashion companies operate, combined with deep transformation in the lifestyles of final consumers, translate into the need to redefine the business models. Starting from a general overview of the emerging trends today affecting the fashion industry, the paper will devote particular attention to the analysis of the most important phenomena that are influencing this market and the drivers for long-lasting competitiveness: sustainability and attention to the so-called circular economy. According to the literature, from the consumer behavior’s point of view, the younger generations are paying growing attention to these issues. In light of these considerations, this paper aimed to analyze how sustainability and circular economy principles are influencing the perception of the fashion world among the new generations of consumers. After mapping the emerging trends in the fashion industry and analyzing the role of sustainability from both the demand and supply side, this paper presents the results of a survey conducted through an anonymous questionnaire made in collaboration with Insubria University. The results of the survey describe the students’ behaviour as regards fashion’s emerging trends, with particular attention to sustainability issues and the application of circular economy principles. The survey results were analyzed from both a descriptive and quantitative point of view with the aim to check the different perceptions as regards sustainable fashion and circular economy in fashion, focusing mainly on the so-called Generation Z. The results of the analysis proved to be consistent with the theoretical framework and confirm the relevance of sustainability issues in the fashion industry today in driving the demand of Generation Z, by considering a gender perspective. Moreover, the circular economy is descriptively analyzed with the aim to understand the relevance of the different facets for the entire sample of respondents. View Full-Text
Keywords: fashion industry; trends; circular economy; sustainability; young generations fashion industry; trends; circular economy; sustainability; young generations
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MDPI and ACS Style

Gazzola, P.; Pavione, E.; Pezzetti, R.; Grechi, D. Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach. Sustainability 2020, 12, 2809. https://doi.org/10.3390/su12072809

AMA Style

Gazzola P, Pavione E, Pezzetti R, Grechi D. Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach. Sustainability. 2020; 12(7):2809. https://doi.org/10.3390/su12072809

Chicago/Turabian Style

Gazzola, Patrizia; Pavione, Enrica; Pezzetti, Roberta; Grechi, Daniele. 2020. "Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach" Sustainability 12, no. 7: 2809. https://doi.org/10.3390/su12072809

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