Consumer Perceptions of App Functions Designed to Reduce Unnecessary Fashion Purchases

This study aimed to gain insight into consumers’ perceptions of the value of potential features of smartphone applications (apps) designed to reduce self-identified, unnecessary consumption of new clothes. This study involved five focus group discussions with 29 participants, the transcripts of which were thematically analysed. Focus group participants (FGPs) responded positively to app features that provided information and guidance on alterations at the tailor’s shop, reminders of things ‘you already own’, recycling bin locations and charity shop information features. Participants rejected the need for a new app related to minimising new clothes purchases or facilitating resale, rental and sharing. Overall, participants supported the concept of wardrobe management functionality as a core feature of any potential app. More than half participants felt wardrobe management could change their relationship with their existing clothing and minimise their self-identified harmful behaviour of seeking satisfaction in new purchases. Limitations include the small sample size, rendering the findings potentially less relevant to other populations. However, the participants came from a range of different educational backgrounds, countries and cultures and had a variety of experiences in consuming fast fashion and using fashion apps. This study fills a research gap in our understanding of consumer perceptions of fashion apps and features designed to support behaviour change and reveals some surprisingly negative consumer responses to garment sharing and rental services.