8Consumer colour and style preferences
A new approach to tackling the textile waste conundrum
1. Introduction
Colour forecasting, within the fashion system, is considered here as a formidable driver of excessive consumer consumption. It supports the continuation of fashion trends and ultimately contributes to the textile waste issue that lies at the fore-front of the ‘make-take-waste paradigm of fast fashion’. Colour forecasting is reputed to be the backbone of the fashion and textile industry, yet the process relies entirely upon the anticipation of consumer acceptance of the seasonally promoted colour trends. Consumers have freedom of choice and their acceptance of available colours plays a critical role in the purchase ...
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