Browsing by Author "Pulli, Mirja"

The purpose of this study is to examine how fashion companies can prolong the life-cycle of textile products after the production phase. The study aims to answer the following questions: How does the fashion companies advice consumers to prolong the life-cycle of textile products? How does the fashion companies utilize the textile waste? The theory is based on the life-cycle of textile products and how it can be effected. In addition the theory focus on producers' responsibilities towards sustainability and textile waste. Also the consumers and the decisions they make are crucial when the aim is to prolong the life-cycle of textile products. The research data was collected from 15 websites of different fashion companies. I focused on international fashion chain stores, which sell fast fashion for women. The study was executed by using the qualitative content analysis. The aim of the analysis was to identify the instructions the fashion companies give to consumer in order to prolong the life-cycle of textile products. The second goal was to categorize the ways companies utilize textile waste. The results of the study show four instructions given to the consumers. The companies' advice is to consider the decisions, take care of the textile products, wash them correctly and avoid producing waste. The companies' utilized textile waste in five different ways: selling the textiles to another company, giving them to charity, utilizing waste for a new collection, producing new textile fibers or using waste as a source of energy. The main result of the study is that the information regarding the life-cycle of textile products is difficult to find. Main issues of the fashion companies are lack of transparency and capability to share information. The companies have goals and instructions related to sustainability, but more concrete advices are needed. The difference between recycle and reuse is not clear enough. Prolonging the life-cycle is not easy since the environmental effects of different choices are difficult to determine. Also the innovative business models are not exploited. The study established a model of the main content on the web site. The model recommends concrete guidance, tips for use and to emphasize recycle, reuse and removal phases. The model recommends to offer services, being responsible, listening and motivating customers and improving the marketing.