Fashioning the circular economy with disruptive marketing tactics mimicking fast fashion’s exploitation of social capital: a case study exploring the innovative fashion rental business model “Wardrobe”

With the threat of the climate emergency intensifying and limited time left to reduce irreversible consequences, the need to consider how natural resources are excavated and managed from cradle to grave intensifies. This positions the circular economy (CE) as being highly relevant, particularly for the fashion industry, which is criticised for encouraging continued frequent and impulsive consumption of inexpensive garments with limited longevity. Advancing the circular fashion economy (CFE) has received little attention. Limited research to date has found that consumers have not been socialised to consider fashion acquisition as a collaborative or sharing activity, revealing an established attitude–behaviour gap that prohibits the advancement of the sustainable-fashion agenda. Primarily, fashion is imbued with social and emotional capital, as experienced with the dominant social paradigm (DSP) of fast fashion. This paper argues that similar tactics can be adopted for sustainable fashion practices through the CFE by exemplifying a case study of a fashion-renting platform, “Wardrobe,” that enables consumers to rent fashion owned by influencers and celebrities. In doing so, the paper makes four contributions to the knowledge: Firstly, in developing a conceptual framework from research examining fashion, sustainable fashion, and the CFE, the paper illuminates how fashion marketing emphasises social and celebrity capital to appeal to consumer emotions, encouraging frequent impulsive consumption, and how this can be transferred to the CFE. Secondly, the DSP is contextualised alongside the theory of disruptive innovation to understand how social norms of fashion consumption can be disrupted. Thirdly, although there is an emerging literature stream examining the CE and CFE, this focuses more on consumer practice and behaviours, and little attention has been paid to how the CFE can be marketed to engage with consumers. Fourthly, this paper illuminates how similar marketing tactics used by fast fashion can be exploited to advance the CFE

Fast fashion: exploring the impact of impulse buying among Scottish Generation-Z consumers

The fast-fashion business model is used by fashion retailers to inexpensively sustain consumer demand. This chapter discusses fast fashion and explores how consumers reflect on their post-consumption of frequent impulse consumption, in order to understand how to break this cycle and advance sustainable fashion practice

Mothers' experience of sustainable fashion consumption: an existential phenomenological exploration within Edinburgh

The research described in this thesis is an interpretative approach to exploring fashion consumption behaviour through applying a sustainability lens, underpinned by tenets of value. The research adopts existential phenomenology to explores the lived experience of mothers who work in a professional occupation, whereby lifeworlds which encourage intentions to adopt sustainability are juxtaposed within a myriad of lifeworld restrictions. The theoretical underpinning of the research assumes that consumers seek value in their consumption, whereby underlying tensions result in value trade--�]offs. As the research focus is to determine perceptions of fashion with the inclusion of sustainability, the participants evaluate a number of value types such as aesthetics versus ethics, price, quality, accessibility, altruism and guilt. The research identifies that situational values are focal; the immediacy of those consumer values contradict their detachment to production implications. Due to the dearth of information that can be meaningfully evaluated, the participants attempted to incorporate heuristic propensities to avoid fashion consumption which misaligned with their moral sentiment. Transferring sustainable principles from other consumption contexts to fashion resulted in uncertainty as to why sustainability was compromised and illustrated a reduced consciousness of what constitutes fashion production, including debating the implications of production on both the environment and for garment--�]workers. This dissimilarity contrasts with empowerment to adopt sustainability in other contexts situations, where value was maximised in networks sharing children�fs clothing, reusing plastic bags and recycling behaviours. Conclusions include that consumers can expedite fashion sustainability with meaningful guidance, supporting facilities and assurance of the positive consequences of sustainable behaviours.sub_behunpub1605_ethesesunpu

A common variant near TGFBR3 is associated with primary open angle glaucoma

Primary open angle glaucoma (POAG), a major cause of blindness worldwide, is a complex disease with a significant genetic contribution. We performed Exome Array (Illumina) analysis on 3504 POAG cases and 9746 controls with replication of the most significant findings in 9173 POAG cases and 26 780 controls across 18 collections of Asian, African and European descent. Apart from confirming strong evidence of association at CDKN2B-AS1 (rs2157719 [G], odds ratio [OR] = 0.71, P = 2.81 × 10−33), we observed one SNP showing significant association to POAG (CDC7–TGFBR3 rs1192415, ORG-allele = 1.13, Pmeta = 1.60 × 10−8). This particular SNP has previously been shown to be strongly associated with optic disc area and vertical cup-to-disc ratio, which are regarded as glaucoma-related quantitative traits. Our study now extends this by directly implicating it in POAG disease pathogenesis