Cultivating a Culture of Clothing Reuse:

 

The proposal seeks to explore the underutilisation of clothing in the UK, focusing on consumer perceptions and barriers to resale. WRAP will deliver qualitative research, including eye tracking and interviews, to explore consumer interaction with online resale platforms. Collaboration with Textiles 2030 partners and academic institutions aims to provide actionable insights for the textiles sector, fostering informed decision-making to make resale more appealing and convenient. Ultimately, the goal is to cultivate a culture of reuse by addressing the issue of unworn and undervalued clothing. Extending the life of clothing is key to reducing environmental impacts. Although there have been significant increases in people buying pre-loved clothing in recent years, this is niche and not the norm. This proposal aims to increase the number of people buying pre-loved clothing for the first time. Using behavioural theory to understand which clothing categories are a gateway to change. Buying pre-loved is key in changing culture (TA5 theme).

 

Project lead: Martyn Lowder

Web page Linkedin

 

Job title: Behaviour Change Specialist

Organisation: WRAP

Additional partners:

• Professor Liz Barnes - Professor of Fashion Marketing and Head of Manchester Fashion Institute (Manchester Metropolitan University)

 

Project timeline: 1st September 2024 - 28th February 2025

Duration: 6 months