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Loved clothes last : the perceptions of second hand clothing within generation Z

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Loved clothes last : the perceptions of second hand clothing within generation Z

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AIM The aim of this research is to extend the lifecycle of clothing. By convincing Dutch consumers to wear items for a longer period of time or more often. This project aims to minimize the clothing mountain of unused clothes in the Netherlands. Research shows extending the lifecycle of clothing by a further nine months would reduce carbon, waste and water footprints by around 20-30% each (Gracey & Moon, 2012). The assumption is that this can be achieved by making clothing items being worn by different people through a system of reselling. IN BRIEF This research explores how second hand clothing is perceived by generation Z, specifically women between the age of 18-23 years old. The fact that the clothing industry is the second most polluting industry in the world, next to oil was my reason to explore an alternative. The clothing mountain of textile waste in the Netherlands is getting bigger and fashion companies continue producing big amounts of clothing. The aim of this research is to extend the lifecycle of clothing and make second hand clothing more attractive for generation Z. RESEARCH QUESTION How is second hand clothing perceived by generation Z? SUB-QUESTIONS 1. What does the second hand clothing industry look like in the Netherlands? 2. Why does generation Z buy fast fashion? 3. Which (psychological) factors play a role in buying second hand clothing? 4. What are motivators/drivers for buying second hand clothing, specific to women generation Z? CONCEPT BOOK PRELOVED wants to extend the lifecycle of clothing in order to fight clothing waste. PRELOVED is a physical store where customers can deliver unused clothing and get 40% of the selling price, PRELOVED gets 60%.- When clothing is not suitable for the store, a designer we collaborate with can create a new garment out of these fabrics. This results in one of a kind, exclusive second hand items. Besides, we offer a repair service to promote clothing repair. Consumers can come to the store whenever their clothing is damaged or broken and the designer will try to fix it for a fee. so that the item can be worn for a longer time.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelor
TaalEngels

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