Unveiling the Power of Repair Services in Enhancing Consumer Repair Behaviour in the Fashion Industry
A Crucial Step Towards a Circular Economy
DOI:
https://doi.org/10.54337/plate2025-10262Keywords:
Repair, circular economy, repair service, design strategies, consumer behaviourAbstract
Advocates for reducing the fashion industry’s ecological impact emphasize the importance of Circular Economy (CE) principles, with repair being a vital strategy for extending product lifetimes. The current research aims to go beyond merely identifying the factors that influence consumers' perceptions of repair services and their repair behaviour. It explores the types of repair services people prefer and presents actionable and practical design strategies that companies can adopt to facilitate their transition to CE. A quantitative survey (n=265) was set up to identify preferred repair services and factors influencing willingness to repair. Moreover, a focus group with experts (n=10), used the input generated by the survey to further discuss possible design strategies. The survey findings reveal that although consumers strongly support repair, few actually participate in it. While high costs are identified as a barrier, trust and respect for repair professionals serve as motivators for repair behaviour. Additionally, there is a clear preference for local repair services over those offered by fashion brands. The developed design strategies aim at increasing the visibility of repair services, enhancing consumers' repair skills, and leveraging trust in craftsmanship to improve perceptions of quality. The study concludes that improving repair service quality through these design strategies will extend the lifespan of clothing and footwear, crucial for the CE transition. Future research should explore the practical implementation of the proposed strategies and look for possible cultural differences.
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