ABSTRACT

Sustainability has become quite a common discussion topic within the fashion industry. Many fashion companies started to incorporate sustainability aspects into their products since there is an increase of awareness toward this issue, especially in the last decade. However, despite the increasing popularity, there is only little improvement in the sustainable fashion market share. Therefore, this study aims to find out about each side’s point of view, analyze the gap between them and looking for a solution to overcome this gap. A qualitative method such as an in-depth interview is used to gather data from both sides. This study found that there is a gap of perception in marketing strategy and attitude towards pricing between companies and customers. This study-proposed several solutions to lessen this gap such as (1) approaching customer through emotional-based marketing, (2) create a new business model such as collaborative fashion consumption, (3) making a friendlier image of sustainable fashion, and (4) information exchange regarding sustainable technology development between companies. This study provides insights and suggestions for sustainable fashion companies to gain a bigger market share in the industry and also provides a reference for future qualitative study for service quality gap study in the future.

摘要

可持续性已成为时尚界相当普遍的讨论话题。由于对这一问题的认识有所提高，尤其是在过去的十年中，许多时装公司开始将可持续性方面纳入其产品中。然而，尽管越来越受欢迎，但可持续时装市场份额几乎没有改善。因此，本研究旨在找出双方的观点，分析他们之间的差距，并寻求解决方案来克服这一差距。定性方法（例如深度访谈）用于从双方收集数据。这项研究发现，在营销策略和公司与客户之间对定价的态度上存在差距。这项研究提出了几种解决方案，以缩小这种差距，例如：（1）通过基于情感的营销来吸引客户；（2）创建新的商业模式，例如协作时尚消费；（3）塑造可持续时尚的友好形象；以及（ 4）公司之间有关可持续技术发展的信息交换。这项研究为可持续时装公司在行业中获得更大的市场份额提供了见识和建议，并为将来进行服务质量差距研究的定性研究提供了参考。