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Sustainable fashion strategy and innovation

Do you try to shop sustainably when buying clothes?

Yes

Is the sustainability of a garment something you care about?

Yes

Would you feel better buying a jacket from a small business rather than a fast fashion brand?

Yes

Why?

Are small businesses sustainable?

Yes

Why do you think this?

Would you take better care of a jacket because it was more expensive compared to a cheaper one?

Yes

If a button fell off your expensive jacket would you get it fixed?

Yes

What how expensive is the most expensive jacket in your wardrobe (roughly)

Why did you decide it was worth that amount of money? (select all that apply)

Branding

Perceived high quality

Durability

Materials

Sustainability

Fit / look / style

You thought you'd wear it a lot

You thought you'd like if for a long time - timeless

Other

If you were buying a high end jacket to keep for life, high quality and sustainable, that you would be able to wear for both work (smart events),casually and when you want to spice up your outfit (more unique), how much is the maximum you would be willing to spend?

Under 100

100-200

200-300

300-400

Over 400

Would you be more likely to purchase a garment if it is sustainable?

Yes

Would you pay more for an item that is sustainable than for an unsustainable equivalent??

Yes

Do you find that you wear statment pieces less than basics?

Yes

Roughly how many statement jackets do you own?

How many non-statement jackets do you own?

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