En los últimos años se han generado avances significativos en la tecnología, esto se puede evidenciar en la modificación de los wearables, los cuales cada vez son más pequeños e imperceptibles [1]. El uso de estos dispositivos es relevante en la creación de ropa inteligente debido a que pueden recopilar información del usuario en tiempo real, siendo utilizados para el monitoreo de signos vitales o una herramienta adicional para mejorar el estilo de vida o entretenimiento. El presente trabajo tiene como objetivo presentar un Roadmap de proyectos para el desarrollo de prendas de vestir con tecnología wearable en 4 sectores: entretenimiento, deporte, salud y militar. Para la elaboración del diseño se propone un método de 5 fases y 16 pasos que permite la construcción de un Roadmap de forma simple, considerando las dimensiones: diseño, viabilidad, innovación y rentabilidad. Su aplicación dió como resultado los 11 prototipos mostrados en este proyecto, cada uno con los sensores relacionados en su arquitectura. En total, se consideró la evaluación de 30 especialistas, quienes brindaron una calificación entre alta y muy alta; confirmando y resaltando la probabilidad exitosa de su implementación en los años considerados. / In recent years there have been significant advances in technology, this can be evidenced in the modification of wearables, which are becoming smaller and more imperceptible [1]. The use of these devices is relevant in the creation of smart clothing because they can collect information from the user in real time, being used for monitoring vital signs or an additional tool to improve lifestyle or entertainment. The present work aims to present a Roadmap of projects for the development of clothing with wearable technology in 4 sectors: entertainment, sports, health and military. For the elaboration of the design, a method of 5 phases and 16 steps is proposed that allows the construction of a Roadmap in a simple way, considering the dimensions: design, feasibility, innovation and profitability. Its application resulted in the 11 prototypes shown in this project, each with related sensors in its architecture. In total, the evaluation of 30 specialists was considered, who gave a rating between high and very high; confirming and highlighting the successful probability of its implementation in the years considered. / Trabajo de investigación

Purpose: The purpose of this study is to investigate the relationship between American consumersand “Environmentally and Ethically Sustainable Fashion” (EESF), with a specific focus on African-American female consumers in order to discover how relevant EESF is in their lifestyles and fashionconsumption practices. Additionally, the study aims to investigate if African-American femaleconsumers are being overlooked in the discourse surrounding EESF.Methodology: The research was qualitative with an inductive approach. A survey was conductedelectronically in order to collect data, and was designed using research collected from literature,scientific articles and online resources. Using the method of snowball sampling, respondents weregathered from a pool of my cohorts, who further distributed the survey on to their contacts.Findings: The findings suggest that African-American female consumers are aware and haveknowledge of EESF, however EESF is not relevant in their lifestyles and fashion consumptionroutines. The literature review which was conducted prior to collecting the data indicates that African-American female consumers are being overlooked in the discourse surrounding EESF and theconcepts surrounding it.Contributions: The findings in this study have managerial implications which will prompt thescientific community, governments, organizations and apparel brands to further study this group ofconsumers in order to assess better ways to reach them in ways that are relevant to their lifestyles andfashion consumption practices. The study also contributes to the existing literature about the consumerbehavior and fashion consumption practices of African-American women.

Bakgrund På grund av den enorma konsumtion av textilier och kläder som sker i vissa delar av världen krävs ett förändrat förhållningssätt till hur de textilier och kläder som köps hanteras både under och efter användande. En stor påverkan har även de företag som designar, tillverkar och säljer produkterna. För att minska användandet av ändliga resurser krävs en strategi som förändrar dagens linjära flöden till ett slutet kretslopp där resurser används på nytt, om och om igen, en så kallad Closed-loop supply chain. Studiens syfte är att undersöka hur fyra svenska detaljhandelsföretag inom modebranschen arbetar med just Closed-loop supply chain och dess möjligheter och utmaningar med konceptet. Syftet är även att se hur företagen arbetar med återvinning och hållbarhet som är relevanta delar i ett fungerande cirkulärt flöde. Genomförande Den teoretiska referensramen beskriver konceptet Closed-loop supply chain och de delar som innefattas, framåtriktad och omvänd försörjningskedja. Den tar även upp sju processteg som måste hanteras för att skapa en Closed-loop supply chain för kläder och textilier. För att undersöka hur de fyra svenska detaljhandelsföretagen inom modebranschen arbetar för att uppnå ett cirkulärt flöde har en grundlig genomgång av respektive företags hållbarhetsrapporter gjorts. I empiriavsnittet presenteras förutom de fyra svenska detaljhandelsföretagen även ett antal organisationer som på något vis arbetar för att möjliggöra ett cirkulärt flöde inom textil- och modebranschen. För att få en bild av konsumenternas kännedom och attityd till återvinningsmöjligheter genomfördes även en enkätundersökning. Resultat För att skapa rätt förutsättningar för att skapa en Closed-loop supply chain krävs det att både den framåtriktade och den omvända försörjningskedjan är anpassad till det. Den framåtriktade försörjningskedjan kräver att klädesplaggen är designade för att enkelt kunna återvinnas och att de av konsumenten är hanterade på ett så hållbart sätt som möjligt. Den omvända försörjningskedjan kräver först och främst att kläderna samlas in. Vidare krävs att de insamlade kläderna sedan skickas vidare för sortering och därefter ta ett beslut om ett lämpligt återanvändningsalternativ. Slutligen omdistribueras produkten för att antingen återföras in i något processteg i den framåtriktade försörjningskedjan eller säljas på en andrahandsmarknad. Av den information som framkommit ur hållbarhetsrapporter och övrig informationsinsamling har det kunnat konstaterats att detaljhandelsföretagen har en lång väg att gå till dess att en Closed-loop supply chain fungerar till 100 %. / Background Due to the enormous consumption of textiles and clothing that takes place in some parts of the world, a changed approach is needed to handle the textiles and clothing that are purchased both during and after use. The companies that design, manufacture and sell the products also have a big impact. In order to reduce the use of finite resources, a strategy that changes today's linear flows into a closed cycle, where resources are recycled, a so-called Closed-loop supply chain, is required. The purpose of the study is to investigate how four Swedish retailers in the fashion industry work with Closed-loop supply chain and the possibilities and challenges with the concept. The purpose is also to find out how companies work with recycling and sustainability that are relevant parts of a functioning circular flow Implementation The theoretical reference framework describes the Closed-loop supply chain concept and the components that are included; forward and reverse supply chain. It also takes up seven process steps that must be handled to create a Closed-loop supply chain for clothes and textiles.To investigate how the four Swedish retail companies in the fashion industry work to achieve a circular flow, a profound review of the respective company's sustainability reports has been made. In the empirical section, apart from the four Swedish retail companies, there are also a number of organizations that in one way or another work to allow circular flow in the textile and fashion industry. In order to get a reflection of consumers' awareness and attitude towards recycling opportunities, a survey was also conducted. Results In order to create the right conditions for a Closed-loop supply chain, it is necessary to adapt both the forward and the reverse supply chain. The forward supply chain requires that the garments are designed to be easily recycled and that they are handled by the consumer in a sustainable way. The reverse supply chain primarily requires that the clothes are collected. Furthermore, the collected clothes are forwarded for sorting and then a decision of the garments reuse options has to be taken. Finally, the product is redistributed either back into any process in the forward supply chain or sold in a secondary market. From the information obtained from the sustainability reports and other information gathering, it has been found that retail companies have a long way to go until a Closed-loop supply chain operates to 100%.

Background: The discourse of sustainable development has over the recent years become increasingly vital, due to the fashion industry´s over lyexcessive use of natural resources and contribution to hyperconsumption. Hyper-consumption is part of the consequences of marketing, and consumers regard marketing of sustainability to be unreliable. Previous research has highlighted how communicating sustainability can increase sustainable consumption, however the realissue lies within reducing consumption overall. Using marketing to reduce consumption within the consumer is intricate, but in the light of this the generational segment female Millennials have shown to be prone towards reducing consumption. Purpose: The purpose of this thesis is to explore female millennials mind and values, mainly to be able to identify and form a way of communicating sustainability with the intent of reducing consumption, that is applicable for this segment. The aim is further to propose how this then can be applied and in what way it best should be implemented to finally reduce overall fashion consumption. Design/methodology/approach: This thesis uses an abductive research approach and a qualitative method. The research question is answered by conducting focus groups and illuminates the core determinants which are to be used as part of the development of the communication. Findings: The findings suggest that female millennials need to be motivated into realizing how reduced consumption can be a core value of them. A form of social marketing program is what has been determined to be a viable form of communication since it aligned with the social communicative ways that female millennials are receptive to. Originality/value: This thesis contributes by highlighting and identifying the underlying values and motivations which female millennials have towards sustainability marketing. Moreover, the results imply that female millennials are of valuable consideration for future research of how to communicate sustainability with the intention to reduce fashion consumption. Marketer can specifically learn what the determinants to include in a social benefit program and thereby create valuable concrete results in terms.

La industria de la moda acarrea consigo consecuencias negativas para el medio ambiente al posicionarse como la segunda industria más contaminante del mundo, tales como el agotamiento de recursos no renovables y la acumulación de desechos y residuos textiles. Debido a esto, diseñadores de todas partes del mundo están optando por el upcycling, una técnica de diseño que consiste en recuperar las prendas y fibras en desuso para crear nuevas propuestas de indumentaria exclusiva, y de mayor valor de diseño. No obstante, existen desafíos para la industria de Moda Sostenible de Latinoamérica tales como el desconocimiento, los hábitos de consumo, la logística pobre de residuos y la falta de inversión en maquinaria industrial especializada en sostenibilidad. El presente proyecto tiene como objetivo principal el desarrollo de un proyecto de diseño a partir del análisis teórico y visual de los diseñadores latinoamericanos que utilizan el upcycling como base de sus colecciones alrededor del mundo. / The fashion industry carries with it negative consequences for the environment when positioning itself as the second most polluting industry in the world. Problems such as the depletion of non-renewable resources and the accumulation of waste and textile residues. Due to this, designers from all over the world are opting for the upcycling, a design technique that consists of recovering disused garments and fibers to create new proposals for exclusive clothing with a higher design value. However, there are challenges for the Sustainable Fashion Industry in Latin America such as ignorance, consumer habits, poor waste logistics and lack of investment in industrial machinery specialized in sustainability. The present research has as general objective the development of a design project based on the theoretical and visual analysis of Latin American contemporary designers who use upcycling as the basis of their collections. / Trabajo de investigación

La evolución de una nueva conciencia sobre problemas medioambientales provocó un cambio en la toma de decisiones de las personas respecto a su estilo de vida. Es por esta razón que el veganismo cobra mayor relevancia, pues se caracteriza en no solo ser un consumo libre de productos de origen animal sino también es un estilo de vida basado en la ética. El principal objetivo de este estilo de vida radica en el interés por involucrarse en un cambio pensando en el bienestar y desarrollo del futuro. El proyecto estudia la conexión y sensibilidad que caracteriza al vegano respecto a su preocupación por los animales y el cuidado del medio ambiente. La presente investigación tiene como objetivo proponer un proyecto de diseño a partir del estudio teórico y visual del veganismo. Para la colección se tomó como principal inspiración los colores de alimentos y la naturaleza, los cuales se trasladan a siluetas y texturas dentro de la colección. Asimismo, se busca transmitir el veganismo mediante el uso de procesos sostenibles, tintes naturales y materiales de origen vegetal. / The evolution of a new awareness of environmental problems caused a change in people's decision-making regarding their lifestyle. It is for this reason that veganism becomes more relevant, since it is not only as a free consumption of products of animal origin but also a lifestyle based on ethics. The main objective of this lifestyle lies in the interest to get involved in a change, thinking about the well-being and development of the future. The project studies the connection and sensitivity that characterizes vegan people regarding their concern for animals and caring for the environment. The present research aims to propose a design project based on the theoretical and visual study of veganism. The present research aims to propose a design project based on the theoretical and visual study of veganism. The main inspiration for the collection was food colors and nature, which are transferred to silhouettes and textures within the collection. Likewise, it seeks to transmit veganism through the use of sustainable processes, natural dyes and materials of plant origin. / Trabajo de investigación

The fashion industry has faced a radical change in how the market has been operating towards a more digitized landscape, and several fashion brands have started developing greater customer experiences as well as engaging the consumers with conveyance of authentic content. Since fashion collaborations can increase awareness and have an immense impact on the consumers’ perception, the concept of creating sustainable collaborations have become an ideal way to meet the needs of the millennial consumers. The topic of sustainable fashion collaborations has started to emerge and the way it is perceived by consumers appears to be unstudied, which makes it very fascinating to analyse. The purpose of this study is to investigate consumers’ response towards sustainable fashion collaborations and how these co-branding projects are marketed to and perceived by millennials. On the basis of this purpose, the following research questions have been formulated: How are sustainable fashion collaborations communicated in the consumers’ eyes? How is the response of millennial consumers towards sustainable fashion collaborations? This study was conducted with an abductive approach, and data was obtained from literature and interviews. A qualitative method was applied, with the definition of four case studies to analyse through semi-structured interviews conducted with twelve millennial consumers. Messages and campaigns can not be superficially developed and need to be explanatory to the eyes of consumers, in order to avoid greenwashing and generating the need to fill in communication gaps. In this sense, storytelling also resulted to be a positive addition to the communication of sustainable fashion collaborations, creating an emotional connection with consumers. Since positive sustainable associations to a brand can only be developed through recognition, this aspect is also fundamental when communicating sustainable products. Moreover, millennial consumers require brands to have a balanced communication in terms of sustainability and fashion content, even when it comes to sustainable fashion collaborations. To conclude, it can be said that millennial consumers are definitely drawn to social media communication, but if brands want to reach a wider audience with their products and sustainability efforts, millennials themselves suggest the use of other communication channels. This study can, in the long-term, contribute to the knowledge and strategies of fashion companies and understanding the needs and expectations of consumers towards the communication of current matters like sustainability.

Background: In the last decade, the world has been facing global challenges of climate change as the climate has worsened significantly. Excessive consumption has been identified as one of the biggest contributors to the climate change where people purchase more products than what meets the basic needs. The excessive consumption of products has been prominent in the fashion industry, where female consumers generally purchase more clothes than men. Today, the fashion industry is dominated by fast fashion, where consumers purchase more clothes with a shorter life span. Thus, the fashion waste increases, leaving serious environmental effects. Sweden is said to be one of the greenest countries in the world but is still one of the countries with the highest levels of consumption globally. The private consumption is high in Sweden and one of the biggest consumer markets that have a negative effect on the environment is the fashion industry. As a result, sustainable fashion consumption is becoming more important.   Purpose: The purpose of this study is to explore the sustainable behavior of Swedish female consumers and later understand how different factors is affecting the IB gap in sustainable (secondhand) fashion consumption.   Method: To be able to achieve the purpose of this exploratory study, a qualitative research strategy was applied. The empirical data was collected through in-depth interviews held with Swedish female consumers with intentions to purchase secondhand fashion, which later was interpreted and analyzed through an abductive approach, incorporating a thematic analysis.   Conclusion: The results of this study showed that the behavior of intenders can be characterized by sustainable intentions that do not translate into behavior. Further, the behavior can be characterized by a weak social support system (barrier), poor availability (barrier), low task- and maintenance self-efficacy, high recovery self-efficacy, and no planning. In addition, the results of this study showed that the behavior of actors can be characterized by sustainable intentions and sustainable behavior. Further, the behavior can be characterized by a strong social support system, good availability, high task- and recovery self-efficacy, medium to high maintenance self-efficacy, and planning. The comparison between intenders and actors showed that the perceived barriers for intenders was contributing factors to the IB gap together with their low task- and maintenance self-efficacy through their most likely negative effect on intenders planning. Intenders lack of planning was shown to serve as a negative mediator between intention and behavior, which thereby contributes to the IB gap. While the recovery self-efficacy was high for both intenders and actors, actors has recovery self-efficacy for the desired behavior of purchasing secondhand on a regular basis, while intenders does not.

The Brazilian textile industry has many years of experience in producing apparel within the country. Brazil is a country with a well developed supply chain, yet they import a big amount of manufactured textile products from Asia each year. Globalization has made fashion brands look outside of the country's borders to be able to deliver a good price to the end consumer. In this study an investigation has been made to elucidate why the apparel companies import from Asia, what is imported from Asia and how the image of the companies would be affected by working more sustainably by utilizing the existing resources available in Brazil. In order to learn why companies do import, semi-structured interviews have been made with people who work and have good knowledge regarding this subject. To put this matter into context a Brazilian apparel company named Cia.hering has been used as an exponent for this report. This to get a more clear view on how the company might be affected by producing more locally and if it would be possible. To learn about how the Brazilian consumers look at sustainable fashion and what they think of Cia.Hering as a company a survey has been conducted. The outcome of this study shows that the consumers have a big effect on how companies choose to produce but that it is up to the individual apparel company to choose how they want to produce their goods. Producing locally makes it a lot easier to control the full supply chain and to work as a more transparent company.

As new styles rapidly replace the old and garments are discarded, fast fashion and clothing consumption contribute to a serious and negative environmental impact. Previous research and fast fashion’s negative sustainability consequences all imply that a change is required. Peoples’ desire “to fit in” and the resulting clothing consumption has to find its solution, and second hand consumption is suggested as a viable answer. But, to buy pre-loved garments has been considered inconvenient, time-demanding and unappealing. These attitudes towards a more sustainable consumption behavior therefore becomes a barrier to a circular fashion economy. Consequently, companies are trying to develop and offer new services that could improve the situation. One of these marketplaces are Consumer to Consumer (C2C) apps, which connect sellers and buyers of second hand items through their user accounts, meaning that the company behind the service is not involved in the transaction other than as the supplier of the software.       Previous research suggests that people's intentions towards pursuing a desired consumer behavior is positively encouraged by gamification elements. Despite this, C2C apps on the Swedish market do not use these features to promote second hand consumption. Within gamification, there are a myriad of elements and tools to choose from, where three of the most commonly used gamification elements to improve attitudes are points, badges and leaderboards, also known as the PBL triad. The Theory of Planned Behavior (TPB) states that attitude towards the behavior, together with subjective norm and perceived behavior control are the components that affect an intention to engage in a behavior, which predicts whether individuals will actually perform the behavior. Based on these considerations, this thesis identified a research gap in how gamification can affect Swedish consumers’ attitude towards using C2C apps gamified with points, badges and leaderboards. We examine how this attitude, subjective norms and perceived behavioral control, influence their intentions to use these apps. This formulates the studies research questions “ How are Swedish consumers’ attitudes towards using a C2C app affected by the gamification elements points, badges and leaderboards? and How are Swedish consumers’ intentions to use a gamified app to make wardrobe updates affected by their attitudes towards it, subjective norms and perceived behavioral control?”  To examine this issue we developed a survey to collect information about Swedish consumers’ attitudes and potential behavioral intentions to use a gamified C2C app.  The data analysis proves that all three elements in the PBL triad are able to positively affect consumer attitudes. Also, the behavioral predictions stated by the TPB were supported by all three components; consumers' expectations regarding subjective norms and behavioral control, with attitude towards the behavior being the strongest predictor.