Fashion Entrepreneurs as Sustainability Advocates: Student Learning Perspectives
Abstract
The study aims to deepen students' insights into business decisions for sustainability advocates of fashion entrepreneurs. Based on Situation-Based Learning, students were tasked with simulating the launch of a sustainable product line for fashion start-ups. Bloom’s Taxonomy framework was adopted to analyze learning outcomes across three stages: problem recognition (describing sustainability issues in fashion), problem identification (exploring challenges for start-ups), and knowledge application (developing communication and marketing strategies). A latent content analysis based on student interviews identified the following for problem recognition: quantity-driven industry, lack of transparency, sustainability being expensive, and lack of regulation and knowledge. For identifying problems, themes included start-to-end sustainable messaging, adapting to sustainable consumer trends, environmental concern, and fulfilling sustainability standards. Regarding knowledge application, three strategies—utilizing social media, targeting and engaging, and influencer marketing—were identified. This study emphasizes the importance of understanding real-world sustainability challenges and understanding the gap between sustainable and business goals.
Keywords: fashion entrepreneurs, sustainability, situation-based-learning, marketing strategies
How to Cite:
Youn, S., Hwang, J., Osborne, N. & DiProspero, A., (2025) “Fashion Entrepreneurs as Sustainability Advocates: Student Learning Perspectives”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18695
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