Yue Guo

Word count: 3240

Yue Guo

Will high street fashion brands using sustainable materials and displaying through 3D samples attract Generation Z?

Reference

Conclusion & Outcome

Findings & Analysis

Literature Review

Methodology

Introduction

Contents

Introduction

1.3 Objectives

1.2 Aim

1.1.3 Generation Z's attention to the sustainable fashion behavior of the high street brand

1.1.2 The efforts of high street brands in sustainable fashion in recent years

1.1.1 Problems caused by the business model of the high street brand on sustainable fashion

1.1 Rationale

much of which is burnt or finds its way to landfill, while less than 1% of used clothing is recycled into new garments.

1%

million tonnes of textiles waste annually

92

According to the business model of the high street brand, the UN (2018) stated that there is still a basic issue with the rapid fashion business model, in which profits are dependent on the sale of more goods, necessitating the continuous availability of new collections from retailers. This might be one of the reasons, claimed Greenpeace, which stated that global rapid fashion companies are producing more clothing than the world can use.

1.1.1 Problems caused by the business model of the high street brand on sustainable fashion

Huge quantities of textile refuse are also generated by the business. Crumbie, A. (2021) explained, “Many of the clothes bought are thrown away after being worn just a handful of times.” This behaviour could severely impede progress towards sustainability and have negative effects on the ecosystem, such as water loss, microfiber pollution, and greenhouse gas emissions. Greenpeace (no date) also stated that it is time to strike a better equilibrium, combat the throwaway culture, and prioritize investing in quality over number.

1.1.1 Problems caused by the business model of the high street brand on sustainable fashion

VSLB Inc. (2021) stated that as brands and designers fought to keep their businesses alive during the COVID-19 disaster, the need to move to digital means grew exponentially. As a result, the presence and importance of internet design have increased. This also makes a positive contribution to marketing in the supply chain.

1.1.2 The efforts of high street brands in sustainable fashion in recent years

68%

57%

A report by Robinson, B. (2021), diversity and equality are succeeding because "nearly seven in ten (68%) of Gen Z members demand that their clothes are manufactured to the highest ethical standards and 57% feel brands championing sustainability." These figures come from the recent report run by UNiDAYS surveying a panel of more than 18k Gen Z students to explore Gen Z’s fashion trends and preferences, their attitudes to retailers, sustainability, pricing and more (Robinson, B., 2021). This indicates that Gen Z is increasingly attaching importance to sustainable fashion and caring about its development.

1.1.3 Generation Z's attention to the sustainable fashion behavior of the high street brand

• To reduce waste and pollution from disgared garments.
• To balance the balance between high street business model and sustainability.
• To attract Generation Z to buy garments that are made of sustainable materials.

1.3 Objectives

Become the preferred brand of fashion cutting-edge products made of sustainable materials and attract consumption of Generation Z through 3D digital display.

1.2 Aim

Methodology

2.2 Creative journey process

2.1 Research Methodology

2.1 Research Methodology

2.2 Creative journey process

Literature Review

3.2 The pioneers and early adopters

3.1 Implications and influence of 3D technology

20%

10%

40 billion

According to the World Economic Forum, the fashion industry produces 20% of global water waste and 10% of global carbon emissions while sending 40 billion tons of waste to landfills each year (Dhakai, 2021). Meanwhile, Seemsay (2021) believed that during the early pattern-making and sampling processes, tons of cloth are lost. This also reveals some shortcomings and drawbacks in the traditional process of making clothes.

3.1 Implications and influence of 3D technology

However, Seemsay (2021) argued that the development of digital materials through the use of 3D clothing technology enables fabric and trim vendors to digitally display example products and lessen material waste. Making adjustments to a sample used to require restarting the production process, but making changes with 3D sampling is much simpler and can reduce physical samples by 50%, according to Optitex (Cassidy, F., 2019). Furthermore, according to Dhakai (2021), the approach raises carbon emissions, cloth waste, and manufacturing wait times, all of which can be readily decreased with 3D sampling. The use of digital 2D/3D tools, as stated by Cassidy, F. (2019), can change the process, boost output, and create a lean product development pipeline that can reduce costs and boost profitability. Along with providing people the opportunity to recover and safeguard the ecosystem, this helps the entire supply chain, from design to customer.

3.1 Implications and influence of 3D technology

3D digital sampling is part of the overall fashion digitization (Nikolic, N., 2020). The author further explained that now is the ideal time for businesses to update an antiquated fashion business model and establish new standards to take the place of the present wasteful and pollutant-prone clothing production process. They have the resources, know-how, and motivation to automate the apparel industry. It is unquestionably necessary and not discretionary. In addition, some problems can be solved with the help of 3D technology. The idea was put forth by Nikolic (2020) that 3D virtual fashion could be prepared for display on social media platforms to the customer for input.

3.1 Implications and influence of 3D technology

Figure 1

The pioneer of the early development of high street brands with sustainable materials is Zara’s “Join Life”. In the article by GLOSSY (2016), fast-fashion retailer Zara is attempting sustainability with a new range of garments created from sustainable materials. From 2010 to 2015, they have begun to label garments that have been made using more sustainable materials and processes as Join Life (GLOSSY, 2016). “Join Life” has a clear structure which is the list of their plan every year and they also have much sustainable information in the key sentences.

Zara “Join Life”

High street brands with sustainable materials

3.2 The pioneers and early adopters

Figure 2

According to Inditex's site (Fernandez, C., 2016), a garment receives the "Join Life" label if it satisfies a set of internal requirements: the primary fabric must be Better Cotton Initiative-approved cotton, Lenzing Modal, organic cotton, Tencel, recycled cotton, recycled polyester, or recycled polyamide; it must be produced using one of Inditex's "Green to Wear" technologies, which includes water recycling; and factories that wet process that primary fabric (meaning, treat it with chemicals), must receive a grade A or higher. This shows “Join Life” has a strict process to produce. However, there also has a disadvantage which is no third party to identify it or certify it.

With Zepeto, Zara has four lines. In the words of Goncharenko, V. (2023), the firm released products in December 2021 in conjunction with the South Korean business Ader Error. The company developed "Lime Glam" metaverse line in April 2022. Following this, Zara debuted its physical Y2K animals campaign in September 2022. This campaign was also offered in shops and on Zepeto. The fourth series, titled "Valentine's Tale," debuted in February 2023.

Zara with Zepeto

High street brands with 3D technology

3.2 The pioneers and early adopters

Figure 3

As stated by Alonso, T. (2021), the first series is the first to interact with its fans in the metaverse, the virtual universe of customizable characters created by the wildly popular South Korean app Zepeto. Depending on the author's further explanation, the AZ Collection uses the letters of the alphabet as an "inexhaustible source of creativity" to create silhouettes that reflect young people's lifestyles, from the A of Ader to the Z of Zara, and the generation to which it is intended to appeal.

“AZ COLLECTION”

High street brands with 3D technology

3.2 The pioneers and early adopters

In a word, the collaborative collection, which they refer to as "Generation AZ," aims to redefine a new generation based on the individuality of people who have evolved through personal encounters in both the real world and the virtual one, as described by Douglass, R. (2021).

Figure 5

Figure 4

Retail in Asia (2022) reported that Zara partnered with ZEPETO once more in March to debut a limited-edition box collection under the second series, "Lime Glam." The collection is supplemented by three digital items — a wall, a floor, and a picture booth — designed to improve the experience of the wearers, as claimed by Grimes, C. (2022), who claims that the psychedelic-inspired launch includes clothing made to be worn in the real world and captured in the virtual world.

Lime Glam

High street brands with 3D technology

3.2 The pioneers and early adopters

Figure 6

After its first collection with Ader Error and its second "Lime Glam" line, Douglass, R. (2022) noted that this is the rapid fashion retailer's third partnership with the metaverse platform. The author added on to clarify that with the release of its brand-new Y2K Creatures collection, which includes both digital and tangible goods, Zara has once again revealed a metaverse-based project.

Y2K Creatures collection

High street brands with 3D technology

3.2 The pioneers and early adopters

Figure 7

The fourth series’ topic is “Valentine’s Tale”. The brand got inspiration from baroque paintings, the manga universe, pixels, 3D, and the 1940s for this release. Such a courageous fusion of styles can look great in the metaverse and, surprisingly, in real life as well (Goncharenko, V., 2023).

Valentine’s Tale

High street brands with 3D technology

3.2 The pioneers and early adopters

Figure 8

A statement from BYBORRE (no date), BYBORRE has collaborated with leading worldwide companies in the fashion, sportswear, interior design, and car industries to develop purposefully bespoke fabrics. They constantly working to enable a seamless transition between the digital and tactile world. As they stated, their company is built on technology, and they are dedicated to democratizing the supply chain through their open community of innovators, collaborators, and makers. For example, “the application of BYBORRE’s knits and the 3D™ knit structure forms the basis of the creative freedom seen within Thebe Magugu's textiles” (BYBORRE, no date). The recycled fibres used in the collection give the products some form and shape-maintaining qualities. Additionally, they consider the characteristics of ventilation and odour absorption to be important.

Byborre

Sustainable materials with 3D technology

3.2 The pioneers and early adopters

Figure 9

According to the official website, they have a variety of 16 and 20gg circular knitting machines, worldwide integrated production network, wide range of in-house yarn stock and knowledge, rapidly growing offering of digital design possibilities. This means that their processes are systematic and planned according to different situations around the world, including climate, soil, economy, and market conditions.

Byborre

Sustainable materials with 3D technology

3.2 The pioneers and early adopters

4.4 SWOT Analysis

4.3 Competitor Analysis

Findings & Analysis

4.2 Customer analysis

4.1 Observations (Questionnaire)

The questionnaire was developed using 12 questions, which are basic participant details, participant attitudes towards the connection between high street companies, sustainable materials, and 3D technology, and participant expectations for future purchases. The results confirmed that 16 Chinese participants will purchase products with sustainable materials which display them in 3D technology. The information and facts stated by the researcher in the literature study are consistent with this. Additionally, it somewhat confirms that the researcher's choice of study topic, "high street fashion brands that use sustainable materials and are displayed through 3D samples attract Generation Z," is accurate.

4.1 Questionnaire

VIEW

VIEW

Female

13.89%

Male

86.11%

Knowing the participant's gender and birth year (figure10) is essential for analysing the target group's customers (figure11).

52.78%

47.22%

2000-2004

1995-1999

Never

Rarely

Sometimes

Often

Always

Don't support

0%

General

27.78%

Support

72.22%

It is observed that 8.33 percent (of 3 respondents) people always pay attention to the sustainable behavior of high street brands, 19.44% and 41.67% of people often and sometimes focus on it. 27.78% and 2.78% rarely and never concern about it.

To further evaluate and confirm whether Generation Z will purchase products made of sustainable materials and displayed in 3D by high street brands in the future.

To gather data from individuals who believe that high-street brands will eventually incorporate ecological materials and 3D printing

Not sure

No

General

Yes

For the future integration of 3D technology into the sustainable behavior of high street brands, 63.89% of people are optimistic and 33.33% are general, 2.78% are not.

Figure 12

Target customers: Generation Z Geographic locations: China Age: 19—28 ages Gender: Female Location: China Income level: Social class: Student Occupation Education: Undergraduate / Postgraduate degree

4.2 Customer analysis

Comparing all of them, they all have a sustainability part which includes many informative explanations. At first, they all have third-party certification bodies. For example, Reformation access facilities using bluesign® and OEKO-TEX® 100 (Reformation, no date) for improving wastewater management and chemical intake optimisation from their vendors. Then, they all have several behaviors for circularity. Weekday list some of their projects addressing circularity and a number of their goals for the upcoming years. In their minds, starting with design is circularity, which is an opportunity for them to use recycled and sustainably sourced materials.

4.3 Competitor Analysis

Additionally, Weekday state that capsule sets frequently test materials with the ability to "close the loop" so that they can work with circular design strategies. Next, goals are all in their blueprint. Sustainable changes need time (C&A, no date). As they said, clear and striking goals by 2028 contrast what they have achieved goals and this is a difference from the others. One of the C&A’s unique selling points is that they combine the goods with the introduction of key points in the supply chain process, which is Production, Jeans, and People. This is a very brilliant behavior that combines ideas with actions. Especially, in the digital production process, C&A (no date) stated that their input to creating a more digital and environmentally friendly manufacturing and supply chain is FIT so that they can “make denim a little bit more sustainable each and every day” (C&A, no date). For Weekday, special projects include renting, buying, and selling second-hand garments, Bi-weekly workshops, and selling limited quantities of T-shirts in the weekly print project.

4.3 Competitor Analysis

However, Reformation has its way to deal with materials. Fibre standards from A to E, describe in depth various materials, such as recycled cotton, TENCELTM Modal, and regenerative wool. Furthermore, repurposed LDPE bags with a compostable polymer that allows them to break down in landfills, following Reformation (no date)'s explanation of packing. Although the other two brands do not have information about packaging, they both mention diversity and community, which respect genders while offering everyone a sense of belonging. At the end of the sustainability part, Sustainability Report tracks the progress of their action in a year and there is a lot of visual data to compare.

4.3 Competitor Analysis

4.4

5.2.2 Brand Identify

5.2.1 Business Model Canvas

5.3 Prototype Visualization

Conclusion & Outcome

5.2 Outcome

5.1 Conclusion

As a result of this project, a plan for a new brand called TryAndGo has been developed. It contains a particular business model based on The Business Model Canvas, a brand identity for TryAndGo based on sustainable fashion, and a brand prototype visualisation.

5.2 Outcome

In summary, Gen Z is largely cautiously optimistic about the future of the high street brand when it comes to combining sustainable materials and 3D technology, based on how much future products are going to cost. So, the price is also a significant factor for Generation Z to make the decision.

5.1 Conclusion

Brand logo

The brand name is Triangle. It sounds like “try and go”, and the triangle's logo is the same as the recycling symbol. This also means that the brand hope that the high street brands will become more sustainable and environmentally friendly. Technology should be given more attention and can be improved through trial and practice.

5.2.2 Brand Identity

Color

In the opinion of Levanier, J. (2023), green typically symbolises the natural world, which is why companies that promote eco-friendliness, veganism, and natural health frequently have green logos. Additionally, based on Kramer, L. (2022), brown is a natural colour that is linked to the ground and, as a result, exudes a feeling of security and support. Due to its connection to the earth and environment, brown is associated with outdoor pursuits such as farming and agriculture. It has an extremely organic and rustic vibe.

5.2.2 Brand Identity

Brand development plan

08/2024

Product online release2024AW

01/2024

Product online release 2024SS

Dec, 2023

10/2023

Trade show 2024SS

04/2024

Pop-up shop

01/2025

Increase product lines

Dec, 2024

10/2024

Trade show2025SS

Sustainability page: https://tryandgo.my.canva.site/tryandgo-sustainability

Official website page: https://tryandgo.my.canva.site/

5.3 Prototype Visualization

Questionaire

Reference

Image reference

Reference

Circe (2022) How does sustainable fashion attract Gen Z in the Web3 era? Available at: https://mp.weixin.qq.com/s/i3yhZ0PrI928jO5g22FUYw (Accessed: 12 March 2023) Crumbie, A. (2021) What is fast fashion and why is it a problem? Available at: https://www.ethicalconsumer.org/fashion-clothing/what-fast-fashion-why-it-problem (Accessed: 2 March 2023) Dhakai (2021) How 3D Sampling Allows Fashion Brands To Reduce Waste. Available at: https://blog.dhakai.com/how-3d-sampling-allows-fashion-brands-to-reduce-waste/ (Accessed: 10 March 2023) Douglass, R. (2022) Zara launches Y2K digital metaverse collection. Available at: https://fashionunited.uk/news/fashion/zara-launches-y2k-digital-metaverse-collection/2022092765375 (Accessed: 13 March 2023) Fernandez, C. (2016) WHAT WE KNOW ABOUT ZARA'S FIRST SUSTAINABLE COLLECTION. Available at: https://fashionista.com/2016/09/zara-sustainable-collection-join-life (Accessed: 15 March 2023) GLOSSY (2016) Zara launches first sustainable fashion line. Available at: https://www.glossy.co/fashion/zara-launches-first-sustainable-fashion-line/ (Accessed: 15 March 2023)

Alonso, T (2021) Zara launches into Zepeto metaverse via collaboration with South Korean label Ader Error. Available at: https://in.fashionnetwork.com/news/Zara-launches-into-zepeto-metaverse-via-collaboration-with-south-korean-label-ader-error,1359429.html (Accessed: 12 March 2023)Brown, R. (2021) The environmental crisis caused by textile waste. Available at: https://www.roadrunnerwm.com/blog/textile-waste-environmental-crisis (Accessed: 9 March 2023) BYBORRE (no date) Textiles - A growing collection of ready-to-order textiles. Available at: https://create.byborre.com/ (Accessed: 14 March 2023) BYBORRE (no date) Thebe Magugu for the Woolmark Prize. Available at: https://byborre.com/stories-create-thebe-magugu (Accessed: 19 March 2023) C&A (no date) About C&A. Available at: https://www.c-and-a.com/uk/en/corporate/company/about-ca/history/ (Accessed: 15 March 2023) C&A (no date) Closer than Ever. Available at: https://www.c-and-a.com/eu/en/shop/fit-factory-en (Accessed: 18 March 2023) Cassidy, F. (2019) When 3D tech is a perfect fit for fashion. Available at: https://www.raconteur.net/sponsored/when-3d-tech-is-a-perfect-fit-for-fashion/ (Accessed: 11 March 2023)

5.3 Reference

Nikolic, N. (2020) 5 Things about 3D Digital Sampling for Fashion You May Not Have Known. Available at: https://www.taas.nyc/blog/5-things-about-3d-digital-sampling-for-fashion-you-may-not-have-known (Accessed: 12 March 2023) Reformation (no date) Made better. Available at: https://www.thereformation.com/sustainability.html (Accessed: 16 March 2023)Reformation (no date) What is RefScale? Available at: https://www.thereformation.com/sustainability/what-is-refscale.html (Accessed: 3 March 2023) Retail in Asia (2022) Zara launches Meta collection on ZEPETO. Available at: https://retailinasia.com/in-sectors/zara-launches-meta-collection-on-zepeto/ (Accessed: 12 March 2023) Robinson, B. (2021) Gen Z, The Ethical Fashion Generation. Available at: https://www.fashionsfinest.com/blog/item/6187-gen-z-the-ethical-fashion-generation (Accessed: 2 March 2023) Seemsay (2021) 3D Clothing Technology Holds The Key To A Sustainable Fashion Industry. Available at: https://medium.com/@seemsay/3d-clothing-technology-holds-the-key-to-a-sustainable-fashion-industry-701351de2aca (Accessed: 9 March 2023)

Goncharenko, V. (2023) Zara Releases a Metaverse Valentine’s Collection in Partnership With Zepeto. Available at: https://mpost.io/zara-releases-a-metaverse-valentines-collection-in-partnership-with-zepeto/ (Accessed: 13 March 2023) Goodonyou (2022) Everything You Need to Know About Waste in the Fashion Industry. Available at: https://goodonyou.eco/waste-luxury-fashion/ (Accessed: 9 March 2023) Greenpeace (no date) Detox My Fashion. Available at: https://www.greenpeace.org/international/act/detox/ (Accessed: 2 March 2023) Grimes, C. (2022) ZARA STEPS INTO THE METAVERSE. Available at: https://hypebae.com/2022/3/zara-metaverse-zepeto-release-info (Accessed: 12 March 2023) Kramer, L. (2022) Color meanings and the art of using color symbolism. Available at: https://99designs.com/blog/tips/color-meanings/#video (Accessed: 12 March 2023) Levanier, J. (2023) Logo colors: what’s best for your brand? Available at: https://99designs.com/blog/tips/logo-color-meanings/ (Accessed: 16 March 2023)

5.3 Reference

Stanton, A. (2023) What Is Fast Fashion, Anyway? Available at: https://www.thegoodtrade.com/features/what-is-fast-fashion/ (Accessed: 2 March 2023) ThredUp (2022) Gen Z Fast Fashion Report. Available at: https://drive.google.com/file/d/19nfQvyT5BrB-Dm5b0I7x-NKar22mIUj7/view (Accessed: 16 March 2023) UN (2018) Putting the brakes on fast fashion. Available at: https://www.unep.org/news-and-stories/story/putting-brakes-fast-fashion (Accessed: 2 March 2023)VSLB Inc. (2021) Sustainability In Fashion Industry: The Impact Of Digitalization. Available at: https://vs-lb.com/sustainability-in-fashion-industry-the-impact-of-digitalization/ (Accessed: 10 March 2023) Weekday (no date) Why we talk about Responsibility. Available at: https://www.weekday.com/en_gbp/responsibility.html (Accessed: 16 March 2023)

5.3 Reference

Figure 5 Retail in Asia (2022) Zara launches Meta collection on ZEPETO. Available at: https://retailinasia.com/in-sectors/zara-launches-meta-collection-on-zepeto/ (Accessed: 12 March 2023) Figure 6 Douglass, R. (2022) Zara launches Y2K digital metaverse collection. Available at: https://fashionunited.uk/news/fashion/zara-launches-y2k-digital-metaverse-collection/2022092765375 (Accessed: 13 March 2023) Lim, J. (2022) Zara returns to metaverse with new Y2K phygital collection. Available at: https://www.theindustry.fashion/zara-returns-to-metaverse-with-y2k-phygital-collection/ (Accessed: 13 March 2023) Figure 7 Zara (no date) Metaverse Valentine’s Tale Special Edition Woman | Zara. Available at: https://www.zara.com/uk/en/woman-metaverse-l5716.html (Accessed: 14 March 2023) Figure 8 BYBORRE (no date) Textiles - A growing collection of ready-to-order textiles. Available at: https://create.byborre.com/ (Accessed: 14 March 2023)

Figure 1 “Join Life” Fernandez, C. (2016) WHAT WE KNOW ABOUT ZARA'S FIRST SUSTAINABLE COLLECTION. Available at: https://fashionista.com/2016/09/zara-sustainable-collection-join-life (Accessed: 15 March 2023) Figure 2 “Join Life” Fernandez, C. (2016) WHAT WE KNOW ABOUT ZARA'S FIRST SUSTAINABLE COLLECTION. Available at: https://fashionista.com/2016/09/zara-sustainable-collection-join-life (Accessed: 15 March 2023) Figure 3 Douglass, R. (2021) Zara enters the metaverse with Ader Error collaboration. Available at: https://fashionunited.uk/news/fashion/zara-enters-the-metaverse-with-ader-error-collaboration/2021120759895 (Accessed: 13 March 2023) Figure 4 Bennett, A. (2022) You Can Wear Zara’s New Collection Inside and Outside of the Metaverse. Available at: https://www.vogue.com/article/zara-metaverse-collection (Accessed: 12 March 2023)

Image Reference

Ulku KARAHANLAR (2023) Hair braided knit pink. Available at: https://connect.clo-set.com/detail/36dffd12ac074c8d942e5fde6686dcd2 (Accessed: 14 March 2023) SUNWELL CO.,LTD. (2023) <22037>ｳｴｻﾞｰｽﾄﾚｯﾁﾊﾞｲｵｴｱﾌﾛｰ. Available at: https://connect.clo-set.com/detail/05ee141134644287ba1484e3448cd44b (Accessed: 15 March 2023) farnazfrgg (2023) Floral fabric. Available at: https://connect.clo-set.com/detail/c8e49fe681f54584b236fe943a286ec7 (Accessed: 15 March 2023) The Good Trade (2023) 35 Sustainable Clothing Brands Betting Against Fast Fashion. Available at: https://www.pinterest.co.uk/pin/215680269648945222/ (Accessed: 15 March 2023) GOTS (no date) Available at: https://global-standard.org/about-us (Accessed: 15 March 2023) Textile Exchange (no date) Available at: https://textileexchange.org/ (Accessed: 15 March 2023) OEKO-TEX (no date) Available at: https://www.oeko-tex.com/en/our-standards/oeko-tex-standard-100 (Accessed: 15 March 2023)

Figure 9 BYBORRE (no date) Thebe Magugu for the Woolmark Prize. Available at: https://byborre.com/stories-create-thebe-magugu (Accessed: 19 March 2023) Figure 10 Questionaire Figure 11 Questionaire Figure 12 poster, poster design, and paper image inspiration on Designspiration (no date) Available at: https://www.pinterest.co.uk/pin/606086062375542958/ (Accessed: 19 March 2023) Figure 13 Rossa Amora (no date) Available at: https://www.pinterest.co.uk/pin/606086062375544698/ (Accessed: 19 March 2023)

Image Reference

Do you support sustainable behavior for High Street brands? (你支持高街品牌的可持续行为吗?)[单选题] * ○ Support (支持) ○ Noninductive (无感) ○ Don't support (不支持) 7. What is your opinion on the future development of sustainable materials for the High Street brand? (你对高街品牌未来的可持续材料发展有什么看法吗?)[单选题] * ○ Support (支持) ○ General (一般支持) ○ Don't support (不支持) 8. Do you usually pay attention to information about 3D technology? (你平时关注3D科技的信息吗?)[单选题] * ○ Always (总是) ○ Often (经常) ○ Sometimes (有时) ○ Rarely (很少) ○ Never (从来没有) 9. Are you optimistic about the future integration of 3D technology into the sustainable behavior of High Street brands? (你对高街品牌的可持续行为未来融入3D技术持乐观态度吗?)[单选题] * ○ Yes (是) ○ General (一般) ○ No (不是)

Generation Z Survey on Sustainable Behavior of High Street Fashion Brands 1. Which year were you born? (你是哪一年出生的?)[单选题] * ○ 1995-1999 ○ 2000-2004 2. Where are you from? (你来自哪里?)[单选题] * ○ China (中国) ○ Other countries (其他国家) 3. Gender (性别)[单选题] * ○ Female (女) ○ Male (男) 4. Do you usually pay attention to information related to sustainable fashion? (你平时会关注与可持续时尚相关的信息吗?)[单选题] * ○ Always (总是) ○ Often (经常) ○ Sometimes (有时) ○ Rarely (很少) ○ Never (从来没有) 5. Do you usually pay attention to the sustainable behavior of high street brands? (你平时有关注高街品牌的可持续行为吗?)[单选题] * ○ Always (总是) ○ Often (经常) ○ Sometimes (有时) ○ Rarely (很少) ○ Never (从来没有)

Questionaire

10. Are you optimistic that the High Street brand will integrate sustainable materials and 3D technology in the future? (你是否看好高街品牌未来将可持续材料与3D技术结合?)[单选题] * ○ Yes (看好) ○ General (一般看好) ○ No (不看好) 11. If high street brands in the future sell products with sustainable materials and display them in 3D technology, will you buy them? (如果高街品牌未来销售可持续材料的产品并以3D技术展示，你会购买吗?)[单选题] * ○ Yes (会) ○ Depending on circumstances (看情况) _________________ * ○ Not sure (不确定) ○ No (不会) 12. If you buy, what price range would you accept for the product? (如果购买，你会接受价格区间为多少的产品?)[单选题] * ○ 100CNY—300CNY ○ 300CNY—600CNY ○ 600CNY—1000CNY ○ Above 1000CNY

Questionaire