A Consumer Vision for Sustainable Fashion Practice

Sustainability in fashion is going to require transformative changes in the practices of all involved: designers, manufacturers, marketers, and consumers. But consumers especially need a vision for sustainable fashion practice. This study directs attention toward a new type of fashion practice based on transformative acts in the consumption process. The research objective was to examine fashion practices related to a consumer's desire for a unique appearance and sources of clothing acquisition. Female university students (n = 97) of a Midwestern university in the USA completed the Desire for Unique Consumer Products (DUCP) Scale developed by Lynn and Harris. Of this group, sixteen were chosen for in-depth interviews based upon their high and low DUCP score and clothing sources they used: regular or frequent vintage wearers, occasional vintage wearers, and new clothing wearers. Participants were interviewed to determine how they defined and implemented a unique appearance. Wearers of both vintage and new clothing with high DUCP scores used a greater variety of unique pieces from different clothing sources and put them together in unexpected ways. Subjects who were regular vintage wearers had a higher desire for unique consumer products according to the DUCP scale than the new clothing wearers. If encouraged, such individuals could become a guilt-free model for sustainable practices in the future.