Supporting US Rare Sheep Farms: A Fashion Accessory and Marketing Strategy

Abstract

Merino wool is the predominant type of wool in the apparel industry, originating in Spain but now deriving mainly from Australia and New Zealand. However, there are several diverse, naturally colored wools that can support slow fashion efforts for local production. The “Shave ’em to Save ’em” (SE2SE) initiative emerged in the United States to highlight and help conserve sheep that are threatened to be endangered and support farmers’ economic development. Approximately 310 small and mid-sized farmers throughout the US participated in the initiative during 2019. Farmers highlighted their sheep and wool for a fiber artisan target market. The primary research objectives of this study were to assess the feasibility of rare wool fiber sourcing and accessory product development, as well as the marketing potential for a unique, slow fashion product to align with the US SE2SE initiative. This study involved (1) sourcing rare wool from US SE2SE farms in lower income areas, (2) analyzing rare wool characteristics to develop slow fashion accessories, (3) evaluating digital marketing strategies of heritage sheep farms, and (4) evaluating consumer perceptions. Slow fashion aspects such as authenticity, exclusivity, and localism were achieved with this project during yarn sourcing, macramé product development, and in the digital marketing created. Equity during the sourcing process was a goal, but not fully achieved. A small sample of consumer participants expressed neutral sentiments toward slow fashion and slightly higher sense of empowerment in relation to community activism and autonomy. This study can be useful to fiber artisans and textile practitioners who are interested in supporting slow fashion, sheep and wool conservation, as well as economic development.

Keywords:

• wool
• sheep farms
• fashion accessory
• marketing
• sustainability
• consumer

Acknowledgement

The authors would like to thank the peer reviewers for their feedback.

Disclosure Statement

No potential conflict of interest was reported by the authors.

Notes

1 Tables A1 and A2 in the appendix contain more details.

Additional information

Funding

This project was supported by funds from Cal Poly Pomona Office of Undergraduate Research - Research through Inclusive Opportunities program, Department of Education Hispanic Serving Institutions Title III Grant, Student Success, and the Kellogg Legacy Endowment.

Notes on contributors

Helen X. Trejo

Helen X. Trejo, PhD, is an assistant professor in Apparel Merchandising and Management at California State Polytechnic University, Pomona. She received her Doctoral and Master of Arts in Fiber Science and Apparel Design at Cornell University. She is interested in exploring the intersections of sustainable fashion, agriculture, technology, and economic development. [email protected]

Francesca Burks

Francesca Burks is a California State Polytechnic University, Pomona alumni. She received her Bachelor’s of Science in Apparel Merchandising and Management with an emphasis in Textiles, as well as a Marketing Management minor in 2020. Her research interests include sustainable and environmentally-friendly fibers, textiles, and coloration methods. She currently works in the apparel industry. [email protected]

Jesus J. Vargas

Jesus J. Vargas is an undergraduate student at California State Polytechnic University Pomona pursuing a degree in Apparel Merchandising and Management, with an emphasis in Textiles. Throughout college, he has been in constant contact with apparel production and textiles by way of leading the development of his own creative apparel project, 3dnoize, gaining valuable skills and experience. He is merging his textile education and apparel knowledge for research. [email protected]

Irma D. Villanueva

Irma D. Villanueva is a PhD student at Iowa State University in Apparel, Merchandising, and Design and a lecturer at California State Polytechnic University Pomona in Apparel Merchandising and Management. Her professional industry background consists of apparel technical design, product development, and Computer Aided Design technology. Villanueva’s research interests include creative and user-centered apparel design, sustainable production, and technology. [email protected]