Fashion Research and Ethics

Research in the fashion industry is crucial in targeting specified groups of people. The industry has recently shifted towards targeting consumers who are for the ethical treatment of animals, as well as those who "go green." The emergence  Organizations such as PETA have been known to rally at many major fashion shows by jumping on the runway, or throwing red paint at models and celebrities wearing fur.

In order to conserve animal rights, many celebrities such as Eva Mendes and Pamela Anderson have spoken out against the unethical treatment of animals, particularly in the fashion industry. Celebrities such as Khloe Kardashian, Steve-O, and Christina Appelgate have all participated in the "I'd rather go naked  than wear fur" campaign. Designers such as Stella McCartney have proved that it is possible to stay on top in the fashion industry while still respecting animals rights. Consumers have become more aware of ethical issues involving animal rights, child labor laws, and environmental protection. This has helped consumers make more informed decisions. Elaine Giles, research executive at TNS Worldpanel Fashion states:

"7.1 million consumers say that ethical issues are important to them but feel availability of such items is poor ... retailers must not underestimate the importance of ethical credentials, as ethical fashion is high on the consumer agenda."

Designers are constantly doing research in order to keep consumers happy. The top three stores that offer organic clothing are target.com, ecomall.com, and soul-flower.com.