Brands Mobilising Sustainable Consumption by Craft

Abstract: The aim of this study was to gain a nuanced understanding of how craft-oriented brands mobilise consumers to slow down fashion consumption. A qualitative, multiple case study was conducted with three case companies: Fæbrik, FabPatch and Nudie Jeans, applying methods such as expert interviews and complementary online observation. In the analysis three themes were identified (Personalisation, Involvement and Education) and thereafter conceptualised into the P.I.E model. The aim of the model is to demonstrate how companies can create consumption patterns resulting in 'slowsumption'. As the implications of craft in this regard has not yet been remarkably examined, the P.I.E model showcases the possible actions that companies in the fashion industry could implement. As a conclusion, this research reveals actions that craft-oriented companies can utilise to mobilise consumers to slow down the fashion consumption.