| Abstract | The average consumer is not aware of the implications regarding the externalized cost of cheap clothing and overconsumption which attributes to the growing need for sustainable fashion. The adverse effects within the fashion supply chain and a substantial increase in consumption levels have led to the sustainability movement. Sustainability leaders in the fashion industry provide droves of information but the dissemination of this information in an easily accessible and digestible fashion is lacking to consumers. To elicit change, buy-in from Millennial consumers is paramount. Millennials are the chosen target market for this study due to this generation's large purchasing power. This study will educate Millennial consumers about the power of sustainability through the development of an e-commerce mobile application prototype. The mobile application, Loop will become the user's guide, via an accessible mobile interface, for sustainable apparel purchases and provide the necessary brand research that will bridge the consumer gap in a simple, easily consumable output. |
