Assignment 1 - Dwir

Name: FARADILA BINTI MOHD YUSZANI Matric no: 2021.10.HO06.
0002
Reading Notes
Reference Details
Annamma Joy, John, F. Sherry, Jr, Alladi Venkatesh, Jeff Wang and Ricky Chan,
Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands.
http://dx.doi.org/10.2752/175174112x13340749707123
Main Arguments
Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands.
Research Focus/Question(s)
1. what proficiency level discusses the history of the fashion industry and the
challenges faced in terms of sustainability?
2. What is the concept of "fast fashion" and how it has changed the way we
consume clothing?
3. How do fast fashion companies manage to keep their production cycles so
short?
Research instruments/approach & rationale

1. Questionnaire – Participants in a specific demo-graphic study to achieve
theoretical saturation and redundancy are listed by name, country, age, and
occupation.
2. Questionnaire – Table 2 shows images of Participants wearing inexpensive,
trend-driven clothes that were expensive in terms of the environment and
society. What sector of the economy consistently creates items that are better
and more appealing.
Data collection procedure

- Table 1 - Subliminal thoughts and phenomenological interviews were used to
assess the fashion sense of fast fashion consumers aged between 20 and 35 in
Hong Kong and Canada. Interviews were conducted using the Zaltman
Metaphor Elicitation Technique (ZMET) to access subliminal subconscious
thoughts.
- Table 2 provides a list of images that participants used to illustrate their ideas
about how data should be organized.
Data analysis
Framework of analysis
1. Some participants compared the fashion industry to the fast-food industry,

while others said it was an extension of the retail sector.
2. the partnership with nature is a mechanism by which he is reminded to act
in sustainable ways.
3. Consumers make quality sacrifices, which undermine sustainability.
Durability in fast fashion is the kiss of death.
4. The bulk of the data suggests that young people separate fashion from
sustainability. They support the idea of sustainability but do not apply such
ethics when it comes to sustainable fashion.
5. Trust was not an issue, but the style was.
6. Luxury brands can become sustainable if they embody artisanship,
emphasise authenticity, and foster both environmental and societal respect.
The methods by which products are manufactured, purchased, used, and
disposed of affect the environment in several ways.
• Rationale for choosing framework of analysis

1. The fashion sense of fast fashion customers in Hong Kong and Canada
between the ages of 20 and 35 was evaluated using phenomenology
interviews and subliminal thoughts. The Zaltman Metaphor Elicitation
Technique (ZMET) was used during interviews to tap into latent
subconscious ideas.
2. Luxury brands have the opportunity to lead the way in environmentally
responsible business practices because of the emphasis they place on
handcrafted excellence. It is a significant challenge to wean consumers off
of fast fashion given their dependence on the transient pleasures it
provides. If environmental conservation and fashion were to work together,
it might be possible to change people's minds.
Findings
Question 1:
- Greater efficiency is possible in satisfying customer demand thanks to low
costs, innovative design, and quick turnaround times. Fast fashion chains in
Europe have expanded more quickly than the overall retail fashion market.
Question 2:
- Some consumers are disillusioned with mindless consumption and its social
impact. Michael Wolraich writes that the mere possibility of reinvention can
now serve to disillusion the consumer by revealing the potential for
consumption to harm others and the environment.
Question 3
- Youth cultures in Canada and Hong Kong have embraced fast fashion. Despite
their openness to environmentalism, young consumers do not generally equate
sustainability with fashion. There are many methods that have been suggested
to access the subconscious, which is where most decisions are made.
- Customers of all ages and socioeconomic backgrounds are drawn to the

affordable and trendy options offered by fast fashion brands. The supply side
of fast fashion guarantees that scarce goods are available, which in turn drives
up demand. Shop floor customers assert the following: "The trendy things allow
us to adjust our outfit more frequently than in the past," adds one attendee.

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Name: FARADILA BINTI MOHD YUSZANI Matric no: 2021.10.HO06.

Research instruments/approach & rationale

Data collection procedure

1. Some participants compared the fashion industry to the fast-food industry,

• Rationale for choosing framework of analysis

- Customers of all ages and socioeconomic backgrounds are drawn to the

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