Consumer Sustainability Attitude Gap In Different Fashion Markets

This article discusses the attitude-behavior gap in sustainable fashion consumption among customers of three different fashion brands - Zara, Brotherhood of St Laurence, and Reformation. It analyzes the trends in needs and wants of customers along with sustainable fashion attitudes and gaps in demanding sustainability but possessing different purchasing behaviors. Different market trends are analyzed, and understanding of sustainability is carried out on the basis of the response of brands.

Consumer
Sustainability Attitude
Gap In Different
Fashion Markets

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Zara..................................................................................................................................................1
Trends in consumer’s wants and need....................................................................................1
Sustainable fashion attitudes from customers and gap in demanding more sustainability but
different buying behaviours....................................................................................................2
The market trends...................................................................................................................2
How brand respond to challenges...........................................................................................2
Brotherhood of St Laurence.............................................................................................................2
Trends in consumer’s wants and need....................................................................................2
Sustainable fashion attitudes from customers........................................................................2
The market trends...................................................................................................................3
How brand respond to challenges...........................................................................................3
Reformation.....................................................................................................................................3
Trends in consumer’s wants and need....................................................................................3
Sustainable fashion attitudes from customers........................................................................4
The market trends...................................................................................................................4
How brand respond to challenges...........................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Organisations have to focus on their customers attitude and behaviour so that they can manage
their offerings according to that. Fashion market is a vast industry which includes a number of
diversified customers who poses different behaviours to words their products and services.
Consumer attitude behaviour gap can be referred is inconsistency displayed between the election
and attitude of customers (Diddi and et.al., 2019). Positive attitude of customers describes
sustainable consumption of products and services which can be evaluated by their actual
purchase behaviour. This poster will include about three different fashion brands including Zara,
brotherhood of St Laurence and reformation. It discusses the trends in needs and wants of
customers along with sustainable fashion attitudes and gaps in demanding sustainability but
possess different purchasing behaviours. Different market trends are analysed and understanding
of sustainability is carried out on the basis of response of brands.
MAIN BODY
Zara
Trends in consumer’s wants and need
Zara is one of the successful fashion brands in all over the world who majorly focus on the
needs and demands of the customers by fulfilling them in appropriate manner.
Focus on customer’s demand: They put their customers first by understanding their needs
as they target women, men and children of upper class and upper middle class of society.
Adopts instant changing fashion: They believe in instant fashion and design their products
according to the current market trends so that they can become a priority of their customers
(Kautish and Sharma, 2019). Their core values include various factors like functionality, beauty,
sustainability and clarity which makes them successful fashion brand.
Maintain unique and attractive stock: The targeted audience of Zara focus on trendy and
fashionable clothes which is fulfilled by them in best possible manner by adopting rapid
changing fashion trends.
1

Sustainable fashion attitudes from customers and gap in demanding more sustainability but
different buying behaviours
Nowadays consumer focus on sustainability which include factors like fair trade, organic,
eco, slow, etc. Zara also focus on making their production more sustainable by focusing on and
moment and rights of their workers. Their decision making process related to manufacturing
procedures involve factors which bridge the gap between customer expectations and actual
offerings.
The market trends
Zara focus on fast fashion so that they can match the level of a current market trends. They
adopt new ideas and designs which can attract the targeted audience. Latest fashion helps them in
satisfying their customers so that they can increase the rate of retention (Kong, Witmaier and Ko,
2021). The use of advanced techniques helps them in maintaining quality along with uniqueness
and design help in establishing their brand image.
How brand respond to challenges.
Zara maintains healthy relationship with their customers suppliers and other stakeholders.
This helps them in responding different challenges which they face on regular basis. Focusing on
the needs and demands of customers by interacting them on regular basis help in overcoming
different issues.
Brotherhood of St Laurence
Trends in consumer’s wants and need
The customers of brotherhood of st Laurence are surrounded by poverty who seek for help
for others for their survival. They provide services as a thrift store which do not focus on
generating profits and incomes. Their charitable nature helps customers in buying clothes and
other essentials so that they can satisfy and fulfil their essential needs. Their clothes do not
follow current market trends as they are used and highly affordable. Their main focus is to serve
disabled, old aged and poor people of the society so that they can help in their survival.
Sustainable fashion attitudes from customers
The customers of Saint Lawrence do not focus on fashionable and trendy clothes. They
focus on fulfilling their basic needs of purchasing clothes as they cannot afford higher priced
products. Organisation effectively fulfil sustainability requirements of the customers by
2

providing moderate quality products to them in very affordable prices. They majorly focus on
low income Australians who are struggling hard for their survival (Kumar and et.al., 2021).
Brotherhood of st Laurence try to drive changes so that they can maintain equality in the society.
Eco friendly practices are majorly adopted by them so that they can maintain quality of life.
The market trends
Brotherhood of st Lawrence offer products which can be afforded by low income people of
society. It is a non-profit organisation who majorly focus on eliminating poverty from society.
They have established thrift stores and services for poor people of Australia. They do not majorly
focus on current market trends because they have to serve people in best possible lower prices.
The charitable services assist poor people of society in getting essential products so that they can
live happy life. Social former behaviour of Brotherhood of st Laurence earn higher popularity
among people of society.
How brand respond to challenges.
Various investors and stakeholders of brotherhood of st Laurence invest in organisation. The
attitude of customers does not focus on sustainability rather than they focus on fulfilling their
basic demands. Organisation tries to carry out changes in situations of demographic so that they
can maintain better society for all the individuals (Park and Lin, 2020). Organisation provide
economic security along with focusing on well-being and empowerment of their customers. They
sometimes face consequences due to lack of resources but their suppliers and stakeholders assist
them in various functions.
Reformation
Trends in consumer’s wants and need
The customers of information are young contemporary females or majorly demand trendy,
fashionable and sustainable clothing items. The sustainability scale of organisation helps in
becoming highly popular among young generation. They have limited collection for their
audience in affordable prices but they offer highly unique clothing products. It is one of the
luxury brands which cater the needs of women of society (Lee and et.al., 2020). Reformation
interact with their customers on regular basis so that they can understand their requirements and
demands. They have captured large market area by offering stylish products which influence the
mind of customers.
3

Sustainable fashion attitudes from customers
The majority of customers of reformation focus on sustainability. They sell vintage clothes from
2009 from their store of Los Angeles. Reformation tries to maintain fair working environment
and become responsible towards health and safety of their overall team. They have involved in
partnerships like fair labour Association and ensures towards their commitments for providing
benefits to their workers. Reformation stores also believes in recycling and reusing their clothes
so that they can save different available resources. Organisation have launched some of their new
arrivals under various schemes such as green fashion box, eco friendly and sustainable. It helps
them in increasing their popularity among customers.
The market trends
The slow fashion market trend helped Reformation in retaining their customers. They
include clothing product in their stock which are highly sustainable and trendy. It becomes
difficult for them to focus on current market trends in short period of time because they have to
invest in maintaining a long-term sustainability of the products (Nilssen, Bick and Abratt, 2019).
They invest in high-quality material and fabrics which are preferred by their customers. Their
prices are highly consistent which helps them in competing with their competitors. The
equivalent prices assist them in fulfilment of the expectations of the customers which improves
the rate of engagement.
How brand respond to challenges.
Providing offers and discounts on sustainable products helps organisation in competing with
competitors. Various challenges can be faced by maintaining consistency in their offerings rather
than focusing on fast fashion. It becomes easier for them to capture large market area with the
help of providing durable products. Practises which contribute in making environment better for
living beings attract large number of audiences in effective manner. Reformation communicates
with their targeted audience so that they can identify their requirements which need to be
fulfilled.
4

CONCLUSION
From the above report it can be concluded that customers attitude towards sustainability is
increasing day by day. Individuals tend to involve themselves and reusing and recycling their
waste material so that they can utilise available resources in effective and officiant manner. It
becomes priority of organisations to maintain sustainability in their manufacturing and
production processes so that they can satisfy the needs of customers along with the maintaining
their appropriate budget. Sustainability also improves their brand image in market and assist
them in generating higher revenues without investing huge capital. This report focused on three
different fashion brands which focus on different factors. It analysed about their customer trends
and sustainable fashion attitudes which are different from each other.
5

REFERENCES
Books and Journals
Diddi and et.al., 2019. Exploring young adult consumers’ sustainable clothing consumption
intention-behavior gap: A Behavioral Reasoning Theory perspective. Sustainable
Production and Consumption, 18, pp.200-209.
Kautish, P. and Sharma, R., 2019. Value orientation, green attitude and green behavioral
intentions: an empirical investigation among young consumers. Young Consumers.
Kong, H.M., Witmaier, A. and Ko, E., 2021. Sustainability and social media communication:
How consumers respond to marketing efforts of luxury and non-luxury fashion
brands. Journal of Business Research, 131, pp.640-651.
Kumar and et.al., 2021. Does environmentally responsible purchase intention matter for
consumers? A predictive sustainable model developed through an empirical
study. Journal of Retailing and Consumer Services, 58, p.102270.
Lee and et.al., 2020. How to “Nudge” your consumers toward sustainable fashion consumption:
An fMRI investigation. Journal of Business Research, 117, pp.642-651.
Nilssen, R., Bick, G. and Abratt, R., 2019. Comparing the relative importance of sustainability as
a consumer purchase criterion of food and clothing in the retail sector. Journal of Brand
Management, 26(1), pp.71-83.
Park, H.J. and Lin, L.M., 2020. Exploring attitude–behavior gap in sustainable consumption:
Comparison of recycled and upcycled fashion products. Journal of Business
Research, 117, pp.623-628.
6

7