Development of the garment brand Gaia & Dubos: target audience and best environmental and ethical practice

This research essay examines the target audience’s profile and preferences for the development of the garment brand Gaia & Dubos, which creates and produces ecological and ethical high-end garments for women in the province of Quebec, and explores the best environmental and ethical practice to establish a sustainable fashion enterprise. The research methods for this project combine a literature review, an online survey and four individual interviews with the target audience in an attempt to answer the research questions: (1) Who is the target audience (demographics, values, lifestyle and habits)? (2) What are the target audience’s preferences when it comes to ecological and ethical clothing? (3) What is the best environmental and ethical practice for a clothing brand?