Abstract
This research essay examines the target audience’s profile and preferences for the development of the garment brand Gaia & Dubos, which creates and produces ecological and ethical high-end garments for women in the province of Quebec, and explores the best environmental and ethical practice to establish a sustainable fashion enterprise. The research methods for this project combine a literature review, an online survey and four individual interviews with the target audience in an attempt to answer the research questions: (1) Who is the target audience (demographics, values, lifestyle and habits)? (2) What are the target audience’s preferences when it comes to ecological and ethical clothing? (3) What is the best environmental and ethical practice for a clothing brand?
Highlights
This research essay examines the target audience’s profile and preferences for the development of a brand of ecological and ethical high-end garments for women in the province of Quebec, and explores the best environmental and ethical practice to establish a sustainable fashion business
Since the enterprise proclaims itself sustainable, it is important that it employs the best environmental and ethical practice, which is being explored in this essay through a thorough review of the literature
Past research shows that women tend to be more ecologically and ethically conscious than men (McIntyre, Meloche & Lewis, 1993; Banerjee and McKeage, 1994; Umberson, 2008; Niinimäki & Hassi, 2011) and are generally more involved in fashion (Tigert, King & Ring, 1980; Browne & Kaldenberg, 1997; Auty & Elliott, 1998), making them a viable market segment for the brand Gaia & Dubos
Summary
Background and Purpose This research essay examines the target audience’s profile and preferences for the development of a brand of ecological and ethical high-end garments for women in the province of Quebec, and explores the best environmental and ethical practice to establish a sustainable fashion business. The garment brand that is being developed through this research project, Gaia & Dubos, is already functioning as an information resource. The brand offers online mending classes to help consumers develop their autonomy and keep their clothes longer. She wants to expand the brand by creating and producing garments for a given target audience, which was determined by this current study. Since the enterprise proclaims itself sustainable, it is important that it employs the best environmental and ethical practice, which is being explored in this essay through a thorough review of the literature
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