IDEAS home Printed from
   My bibliography  Save this article

Slow fashion – Balancing the conscious retail model within the fashion marketplace


  • McNeill, Lisa S.
  • Snowdon, Jasmine


Consumers are ever more aware of the impacts of fashion textiles on the natural world, as well as the production ethics concerns directed toward traditional fast fashion products in terms of human resources. This has led to an emerging form of fashion retail centered on production principles that encourage increased lifecycles of products, reduced volume of purchasing by individuals, and ethical care in production and sales. The ethical movement termed slow fashion thus has a unique philosophy that is at odds with a number of traditional aims of retailing. Striving for higher profits through increased sales volume and rapid turnover of goods contradicts the conscious consumption philosophy of slow fashion proponents. This paper therefore explores the market strategies used by four New Zealand fashion retailers who identify as slow, and have a business approach that encourages consumers to prioritize longevity and consumption ethics over price and fashion newness. The research takes a case-based approach, and finds that the central issue for slow fashion retailers, irrespective of their individual philosophies within the slow fashion sphere, is that of finding a balance between the particular conscious retailing models they have self-prescribed, and that of traditional retailing. A necessity for profit making and market share underscores the difficulty of their position in the modern fashion marketplace, and this paper details their unique strategies in negotiating this ethical retail space.

Suggested Citation

  • McNeill, Lisa S. & Snowdon, Jasmine, 2019. "Slow fashion – Balancing the conscious retail model within the fashion marketplace," Australasian marketing journal, Elsevier, vol. 27(4), pages 215-223.
  • Handle: RePEc:eee:aumajo:v:27:y:2019:i:4:p:215-223
    DOI: 10.1016/j.ausmj.2019.07.005

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Pookulangara, Sanjukta & Shephard, Arlesa, 2013. "Slow fashion movement: Understanding consumer perceptions—An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 200-206.
    2. Matthew J. Bernthal & David Crockett & Randall L. Rose, 2005. "Credit Cards as Lifestyle Facilitators," Journal of Consumer Research, Oxford University Press, vol. 32(1), pages 130-145, June.
    3. Sojin Jung & Byoungho Jin, 2016. "Sustainable Development of Slow Fashion Businesses: Customer Value Approach," Sustainability, MDPI, Open Access Journal, vol. 8(6), pages 1-15, June.
    4. Brun, Alessandro & Castelli, Cecilia, 2008. "Supply chain strategy in the fashion industry: Developing a portfolio model depending on product, retail channel and brand," International Journal of Production Economics, Elsevier, vol. 116(2), pages 169-181, December.
    5. Swilley, Esther & Goldsmith, Ronald E., 2013. "Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 43-50.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Dominik Zimon & Peter Madzik & Robert Sroufe, 2020. "The Influence of ISO 9001 & ISO 14001 on Sustainable Supply Chain Management in the Textile Industry," Sustainability, MDPI, Open Access Journal, vol. 12(10), pages 1-19, May.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:27:y:2019:i:4:p:215-223. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Haili He). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.