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THE GUIDELINE DEVELOPMENT FOR THE SUSTAINABLE FASHION DESIGN PROCESS BASED ON EMOTIONAL DURABILITY
As mass production techniques developed in technological innovation due to the industrial revolution, the world started to face serious pollution problem and therefore ‘sustainable’ and ‘eco-friendly’ movement showed up in our societies. The fashion industry has emphasized the environmental design since the early 1960s. However, in the system engaged on trends and mass-production process, fashion designers and consumers could not pay more attention to the environment issues as expected. In these days, consumers not just in fashion products but also any other products started to care about ‘fair trades’, ‘environmental issues’, ‘human rights’, and ‘donations’ when they shop. Therefore, if fashion industries pay more attention to sustainable marketing and merchandising while selling their products, it will help consumers to build up a ‘sustainable thinking’. Usage of eco-friendly materials and recycling are well-known for practicing eco- friendly fashion but unfortunately, they are only limited in the process of making and disposal stage in fashion. Nowadays, there is an increasing concern and emphasis on fair trade, environmental awareness, human rights and other ethical consumerism practices, and is growing in tendency, which has prompted authentic and honest marketing strategies to become more effective as opposed to the existing one-shot events (Kim et al., 2013). If this trend of planning business strategies with authentic and sustainable tactics is implemented into the Fashion industry, then it will be able to establish a sustainable consumer culture. Until now, contemporary research on environmentally friendly and sustainable fashion are mostly centered on sustainable fashion ideas and studies on sustainable textiles (Fletcher, 2011). However, there was limited studies on sustainable design with various perspectives and design planning, which have much practical and real-world usage for designers or planners in the fashion industry. Therefore, it is necessary to conduct more studies on fashion design planning methods and guidelines that fashion merchandisers and designers in the industry can use.
