Globalization and technological advancements have triggered a drastic change in world fashion production and consumption habits. Fast fashion fosters low-quality fashion products that are short-lived because of rapidly developing trends, thus generating waste. Sustainability has become a growing concern within the textile and fashion industries. However, meeting the eco-friendly and ethical attributes of a sustainable product is not sufficient as the product attachment needs to be considered, as it adds value to the product and deepens the customer connection to the product. The purpose of this thesis was to investigate, describe and analyze how traditional textile craft techniques and methods could address sustainability concerns in the textile and fashion industries as a facilitator for sustainable fashion production, consumption, and value creations. The research method used was based on a case study approach of three Nigerian and two Pakistani sustainable fashion companies incorporating traditional textile crafts techniques and methods as well as a study on consumer behavior. Having a theoretical framework as a reference from the literature, a customer survey, and an open interview questionnaire was designed to answer the research questions. The result showed that traditional textile craft techniques and methods contain elements expressed sustainably as they are produced with environmental and social responsibility in mind. Substantial time is also spent on developing products that last as quality and durable materials used. Designers and companies can develop ethical and environmentally sustainable thinking and solutions using traditional techniques having both aesthetic and functional features that are unique, beautiful, and the same time not lose the diversity of our world’s cultures. The traditional craft is medium that reinforce consumer product attachment and foster the consumer relationship with products leading to longer use of such fashion product. In addition, the study demonstrated a potentially viable business model that interconnects cultural, environmental, social, and economic benefits for the success of the sustainable fashion industry. A collaborative sustainable fashion system between the artisans and designers & companies can be developed, providing opportunities for the creation of new design ideas, preserving cultural heritage, and establishment of sustainable business practices.
La globalizzazione e i progressi tecnologici hanno innescato un drastico cambiamento nelle abitudini di produzione e consumo della moda mondiale. Fast fashion promuove prodotti di moda di bassa qualità che hanno vita breve a causa delle tendenze in rapido sviluppo, generando così sprechi. La sostenibilità è diventata una preoccupazione crescente nelle industrie tessili e della moda. Tuttavia, soddisfare gli attributi ecologici ed etici di un prodotto sostenibile non è sufficiente in quanto è necessario considerare l'attaccamento del prodotto, in quanto aggiunge valore al prodotto e approfondisce la connessione del cliente al prodotto. Lo scopo di questa tesi era di indagare, descrivere e analizzare in che modo le tecniche e i metodi tradizionali dell'artigianato tessile potevano rispondere alle preoccupazioni di sostenibilità nelle industrie tessili e della moda come facilitatore per la produzione, il consumo e le creazioni di valore sostenibili della moda. Il metodo di ricerca utilizzato si basava sull'approccio di un caso di studio di tre società di moda sostenibile nigeriane e due pakistane che incorporavano tecniche e metodi tradizionali di artigianato tessile, nonché uno studio sul comportamento dei consumatori. Avere un quadro teorico come riferimento dalla letteratura, un sondaggio tra i clienti e un questionario di intervista aperto è stato progettato per rispondere alle domande di ricerca. Il risultato ha mostrato che le tecniche e i metodi tradizionali dell'artigianato tessile contengono elementi espressi in modo sostenibile in quanto prodotti tenendo conto della responsabilità ambientale e sociale. Inoltre, viene dedicato molto tempo allo sviluppo di prodotti che durano come materiali di qualità e durevoli utilizzati. I progettisti e le aziende possono sviluppare idee e soluzioni etiche e sostenibili dal punto di vista ambientale utilizzando tecniche tradizionali con caratteristiche sia estetiche che funzionali uniche, belle e allo stesso tempo che non perdono la diversità delle culture del nostro mondo. L'artigianato tradizionale è un mezzo che rinforza l'attaccamento dei prodotti di consumo e favorisce il rapporto dei consumatori con i prodotti che portano a un uso più lungo di tale prodotto di moda. Inoltre, lo studio ha dimostrato un modello di business potenzialmente praticabile che collega i vantaggi culturali, ambientali, sociali ed economici per il successo dell'industria della moda sostenibile. È possibile sviluppare un sistema collaborativo di moda sostenibile tra artigiani, designer e aziende, offrendo opportunità per la creazione di nuove idee progettuali, la conservazione del patrimonio culturale e la creazione di pratiche commerciali sostenibili.
Rethinking sustainability in the fashion industry through indigenous culture
Ojukwu, Onyinye Assumpta;TARIQ, TAYABA
2019/2020
Abstract
Globalization and technological advancements have triggered a drastic change in world fashion production and consumption habits. Fast fashion fosters low-quality fashion products that are short-lived because of rapidly developing trends, thus generating waste. Sustainability has become a growing concern within the textile and fashion industries. However, meeting the eco-friendly and ethical attributes of a sustainable product is not sufficient as the product attachment needs to be considered, as it adds value to the product and deepens the customer connection to the product. The purpose of this thesis was to investigate, describe and analyze how traditional textile craft techniques and methods could address sustainability concerns in the textile and fashion industries as a facilitator for sustainable fashion production, consumption, and value creations. The research method used was based on a case study approach of three Nigerian and two Pakistani sustainable fashion companies incorporating traditional textile crafts techniques and methods as well as a study on consumer behavior. Having a theoretical framework as a reference from the literature, a customer survey, and an open interview questionnaire was designed to answer the research questions. The result showed that traditional textile craft techniques and methods contain elements expressed sustainably as they are produced with environmental and social responsibility in mind. Substantial time is also spent on developing products that last as quality and durable materials used. Designers and companies can develop ethical and environmentally sustainable thinking and solutions using traditional techniques having both aesthetic and functional features that are unique, beautiful, and the same time not lose the diversity of our world’s cultures. The traditional craft is medium that reinforce consumer product attachment and foster the consumer relationship with products leading to longer use of such fashion product. In addition, the study demonstrated a potentially viable business model that interconnects cultural, environmental, social, and economic benefits for the success of the sustainable fashion industry. A collaborative sustainable fashion system between the artisans and designers & companies can be developed, providing opportunities for the creation of new design ideas, preserving cultural heritage, and establishment of sustainable business practices.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/167484