Traceability the New Eco-Label in the Slow-Fashion Industry?—Consumer Perceptions and Micro-Organisations Responses

This article focuses on eco-labels from the point of view of consumers and experts/owner-managers of micro-organisations. The analysis maps the 15 most common standardisations within the UK’s fashion industry and elaborates on their commonalities and differences, before exploring the perceptions held by both consumers and micro-companies. This paper presents preliminary findings of a wider research project with emphasis on the potential for future research and marketing implications. The study is interpretative in nature and provides detailed results that contribute to an understudied area.