INTRODUCTION

This section describes changing customer attitudes towards fashion, including the demand for transparency and accountability from brands, personalisation options and the desire for socially conscious clothing. It describes the key factors that influence customer behaviour, including price, quality, style, brand reputation, convenience and sustainability. In addition, the module explains the slow fashion movement and its emphasis on conscious consumption and durable, timeless designs. It highlights how fashion brands are responding to these changing behaviours by adopting sustainable and ethical practices, using eco-friendly materials, implementing waste reduction measures and promoting transparency and accountability.