Honors College Theses

Publication Date

4-2-2023

Major

Fashion Merchandising & Apparel Design (B.S.)

Document Type and Release Option

Thesis (archived)

Faculty Mentor

Dr. Beth Myers

Abstract

ABSTRACT

Luxury brands are known for their high end material, craftsmanship, quality, materials, exclusive designs and high cost. Luxury attracts the eye of all consumers, especially young consumers that desire to be a true luxury consumer. As luxury companies try to appeal to the masses, with plenty of inventory but at what cost? Luxury brands are polluting our environment, as the textile and apparel industry is currently the second leading polluter in the world. Sustainable fashion is an all inclusive term describing products, processes, activities and actors aiming to achieve a carbon-neutral fashion industry, built on equality, social justice, animal welfare and ecological integrity ( Alves, 2022). Most luxury brands use animal skin and fur to produce garments, accessories and handbags. To produce such garments takes an excessive amount of water and if the garment becomes out of style. Some brands burn excess inventory in order to preserve brand value. All of these actions are causing reactions to the environment in a negative manner. The destruction of fully functional products often triggers harsh reactions from environmentalists, as well as from consumers who are more sensitive to these issues ( Park, Nunes & Paiva 2021). The purpose of this study is to investigate the effects of consumers learning about a brand’s negative behavior towards the environment such as burning inventory.

Thesis Summary

Luxury brands are known for their high end material, craftsmanship, quality, materials, exclusive designs and high cost. Luxury attracts the eye of all consumers, especially young consumers that desire to be a true luxury consumer. As luxury companies try to appeal to the masses, with plenty of inventory but at what cost? Luxury brands are polluting our environment, as the textile and apparel industry is currently the second leading polluter in the world. Sustainable fashion is an all inclusive term describing products, processes, activities and actors aiming to achieve a carbon-neutral fashion industry, built on equality, social justice, animal welfare and ecological integrity ( Alves, 2022). Most luxury brands use animal skin and fur to produce garments, accessories and handbags. To produce such garments takes an excessive amount of water and if the garment becomes out of style. Some brands burn excess inventory in order to preserve brand value. All of these actions are causing reactions to the environment in a negative manner

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