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By the end of this chapter, you should be able to demonstrate an understanding of:

The impact of increasing competition occurring within the UK retail environment.

Consumers efforts to reduce the disparity between beliefs and behaviours, as conceptualised within cognitive dissonance theory.

The alignment with marketing, the wider economy and the retail sector as a means to identify ways to shape value creation.

The purpose of this research is to examine how consumers interpret and understand sustainable fashion production and how this informs their fashion consumption practice.

The research adopts an interpretivist approach with in-depth interviews with 28 participants. Sampling criterion sought consumers already engaged with sustainable production – professionally working mothers – to explore how their sustainability knowledge was evaluated for sustainable fashion claims. Garment labels that descripted facets of sustainable production were introduced to encourage discourse of sustainable fashion knowledge.

The findings illustrate that sustainable fashion production is not understood and efforts to apply sustainability concepts were often misunderstood which led to scepticism for higher pricing and marketing claims. Despite this, there was concern for the wider implications of sustainability.

Limitations include the small sample from one geographical area (Edinburgh), despite the richness of the data collected.

The research offers practical advice for fashion marketers to educate consumers through effective communication strategies how sustainable fashion concepts improve consumer concerns surrounding fashion production.

The research indicates increased concern for fashion sustainability, something that fashion retailers should be mindful of.

There has been little research examining consumer interpretation of sustainable fashion terminology, and this research adds to understanding how sustainability is evaluated within fashion production.

By the end of this chapter, you should be able to demonstrate an understanding of:

The concept and characteristics of disruptive innovation.

How to examine the context of disruptive innovation?

Related theories that can help frame practical examples.

Some examples of how markets are being disrupted.