Abstract:
Fast fashion's dominance creates environmental and social problems. Existing research focuses on the downsides of fast fashion, but lacks exploration of practical sustainable alternatives. This study asks: can artisanal brands, exemplified by MNRT.CREATIONS, be a viable alternative? The research combines the perspectives of an artisanal brand owner and consumers to evaluate this possibility. As the research progressed, the data revealed a particularly strong interest from Italian consumers. To maximize the research's relevance, the focus has been narrowed only to the Italian market.
