IGEE at Yonsei University

Research and Activity Objectives and Content   The modern fashion industry contributes to resource waste and environmental pollution through overproduction and disposable consumption, a problem also seen in the one-time use and disposal of festival costumes in university culture. Despite efforts by many Korean companies to address fast fashion, sustainable fashion consumption has yet to take root.

This study plans and operates a festival costume rental system and an upcycling project to establish a circular economy model that can be practiced on campus. Based on the implementation of this model, the study aims to analyze consumer behavior changes and resource circulation structures, ultimately proposing micro-level solutions for promoting sustainable consumption culture.

Research and Activity Plans or Methodology

1. Literature review: Analyze existing rental and upcycling cases to extract insights.

2. Implementation of rental and upcycling services:

   • 2-1) Plan and produce product categories

   • 2-2) Develop marketing strategies and content

   • 2-3) Conduct promotion and marketing

3. Conduct user surveys to assess satisfaction, motivation, and awareness.

4. Carry out internal evaluation and reflection.

Expected Effects and Follow-up Plans   This project is expected to:

1. Verify the hypothesis that “although people recognize the environmental issues of fast fashion and the importance of sustainable consumption, these do not directly motivate their purchasing decisions.”

2. Test the additional hypothesis that “university students are aware of the costume waste issue during festivals and respond positively to rental services.”

3. Develop strategies to achieve improved performance indicators such as 300% circulation rate, 100% purchase rate, and over 90% return rate.