Slow fashion branding: understanding what consumers value most

This study was designed to provide evidence for the economic sustainability of slow fashion through developing a profitable brand position. To examine which attributes to highlight in order to successfully brand slow fashion in the Asia–Pacific region, this study surveyed consumers in Hong Kong (N = 314) and Korea (N = 326) and investigated the aspects of slow fashion that effectively increased purchase intentions and the willingness to pay a price premium for slow fashion products. The results of confirmatory factor analysis and stepwise regression analysis revealed that unique sets of slow fashion attributes could increase the likelihood of garnering consumers’ support. The results also showed that the key aspects that are most relevant to each group were inconsistent, implying the need for a distinctive promotional approach. By devising branding strategies based on these findings, the profitability of slow fashion through successful branding will ultimately resolve the sustainability issues inherent in the fashion industry.