Since fast fashion has transformed the fashion industry into one of the main factors of large
industrial emissions of greenhouse gasses and a destructive impact on the environment, the
master's thesis, with the aim of raising awareness among consumers, changing their
mentality, values and shopping habits, seeks solutions to reduce the negative impact of fast
fashion on the environment by using bottom-up approach. A key problem in today's society
is that we are producing more clothes than ever before, despite the fact that we are using
less of them. According to some research, users only wear 20% of their wardrobe 80% of
the time. By 2050, global clothing sales are expected to triple. In addition, a very limited
amount of clothing is designed to be recovered, repaired, reused or recycled. The master's
thesis in the research-analytic phase examines the relevance of the issue and identifies
design opportunities with the help of research methods. With the help of quantitative and
qualitative research methods, it analyzes examples of good practices, identifies problems,
needs and wishes of users, checks on what basis customers make purchase decisions and
whether it is true that people use the same clothes most of the time. The conceptual phase
is followed by the search for opportunities for identified pressing problems in practice or
planning, prototyping and testing conceptual solutions. The final result of the master's thesis
is an alternative design solution created in the spirit of the circular economy - supported by a
service that changes the mindset of fast fashion users and discourages them from
compulsive shopping, thereby pointing the way to a better tomorrow.
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