RETAIL GEOGRAPHY OF ETHICAL FASHION: OUT OF SIGHT & OUT OF MIND

Abstract

Notwithstanding the unethical nature of fast fashion, which has come to light in recent years, fast fashion brands (FFBs) continue to dominate the fashion market. Despite espousing intentions to consume ethically, consumers’ fashion purchases were often devoid of ethical concerns. Amidst much theorisation on this ‘attitude-behaviour gap’ (Boulstridge and Carrigan, 2000), the actual consumption landscape has not been examined. Nonetheless, the integral nature of retail in the consumption process foregrounds the significance of retail spaces — be it physical stores or online platforms — in the negotiation of ethical consumption. Set in the context of Singapore where the consumerist culture, convenience of and preference for physical shopping have favoured the sales of fast fashion over their ethical counterparts, I explore how different modes of retail distribution influence the consumption of ethical fashion. In particular, this investigation focuses on ethical standards which, as a way to convey information on production conditions, are important infrastructure facilitating ethical consumption. Employing semi-structured interviews and questionnaire surveys, I expound on consumers’ perception of ethical standards and whether subsequent purchases are made in consideration of those standards within physical stores and online platforms. This thesis alludes to the potential of online retail in improving communication to overcome information asymmetry surrounding ethical standards and enhance consumer concern for it, as well as the benefits of ‘shopping the world’ in rendering ethical fashion brands (EFBs) more affordable and available. Yet, the physical space remains important in the construction of a ‘caring space’ that is otherwise ‘out of sight’ and ‘out of mind’. In so doing, I expand the literature on retail geographies, which has hitherto left ethical consumption largely unexplored. This paves the way for a new understanding of how ethical fashion consumption and caring from a distance (Massey, 2004) may be facilitated.