Darija Fjodorova

'An Investigation into the Consumer Perception and Acceptance of 3D-Printed Fashion Products in the UK from a Marketing Perspective' by Darija Fjodorova

This dissertation investigates the potential for 3D printing technology to transform the UK fashion business by enabling personalised and on-demand fashion products. This study is inspired by the growing need to reduce inventory waste and increase consumer interaction through innovative technology. Adopting a mixed-methods approach, the research triangulates findings from a comprehensive literature review, quantitative surveys, and qualitative focus groups to explore consumer perceptions and acceptance of 3D-printed fashion items.

The findings reveal a cautious yet growing interest among consumers in 3D-printed fashion, driven by the appeal of customisation and sustainability. However, questions about the items' comfort, durability, and aesthetic attributes remain, revealing significant impediments to mainstream acceptance. Marketing strategies that emphasize the unique capabilities of 3D printing technology - such as personalization and reduced environmental impact - are recommended to enhance consumer acceptance.

Research suggests 3D printing in fashion can thrive with consumer education and marketing addressing sustainability and consumer preferences.

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