New study: Sustained comfort concept beats fast fashion

Research conducted by Meiji University and NEC Corporation suggests that the key to promoting sustainable fashion lies in personal comfort rather than environmental or human rights appeals. The study is led by Associate Professor Takumi Kato of the School of Commerce at Meiji University, proposing a new concept called “sustained comfort” to encourage consumers to view clothing as semi-durable goods rather than disposable items.

The rise of fast fashion has provided consumers with significant convenience but has also led to environmental degradation through mass consumption and waste. According to the research, consumers currently tend to perceive fashion as a consumable. An analysis of loyalty factors among 600 Japanese women revealed that while comfort, design, and price are highly valued, durability and sustainability have little to no positive impact on consumer loyalty. In fact, traditional sustainability appeals based on environmental and human rights protection showed a negative effect on loyalty.

To bridge the gap between economic growth and environmental protection, the researchers argue that fashion must be repositioned as a semi-durable good. Although traditional sustainability focuses on altruistic motives, they are often difficult for individual consumers to prioritise in their daily purchasing decisions. The study identifies physical comfort, such as the feel of fabric against the skin, as the primary selfish motive for fashion consumers. However, this comfort is often lost after repeated washing, leading consumers to discard items prematurely.

The “sustained comfort” concept addresses this by promoting clothing that maintains its texture and feel over a long period. It aligns personal satisfaction with environmental goals, and fosters a deeper attachment to garments, naturally resulting in a reduction of new purchases and waste.

A randomised controlled trial involving 3,000 Japanese participants aged 20 to 60 compared the attractiveness of three concepts: traditional sustainability, fast fashion, and sustained comfort. The results showed that sustained comfort was the most appealing, with a 50.5% attractiveness rating. This surpassed both fast fashion at 46.2% and traditional sustainability at 34.5%. The findings indicate that a sustainability model based on selfish motives can be more competitive than low-priced fast fashion.

The researchers conclude that the promotion of ethical consumption should not rely solely on direct appeals for environmental protection or waste reduction. Instead, the industry should focus on products that offer lasting consumer value through sustained comfort. This shift in marketing strategy positions environmental benefits as a secondary result of high-quality, long-lasting products, offering a more effective pathway to a circular economy in the fashion sector.