Upcycling design practices and determining the perspectives of different fashion customers on this subject

In today's world, the deepening of environmental crises, the rapid depletion of natural resources, and the increasingly visible impacts of climate change have made sustainability-based approaches mandatory in many sectors, including the fashion industry. In particular, the rise of fast fashion has accelerated mass production and consumption, leading to increased water usage, carbon emissions, and textile waste, ultimately making fashion one of the most polluting industries in the world. In this context, the transition to sustainable production and consumption models in the fashion sector has become inevitable, placing upcycling design at the core of this transformation. Upcycling refers to a sustainable approach that aims to creatively repurpose clothing and textile products that are no longer in use or have become waste, without altering their physical structure, and to reintroduce them as unique designs with high aesthetic value. In this respect, it not only supports environmental sustainability but also contributes in multidimensional ways such as cultural expression, individual creativity, ethical responsibility, and emotional engagement. This study was designed and conducted with the aim of identifying the perspectives of different fashion customer profiles on upcycled designs and determining how the understanding of upcycling design differs according to these profiles. The research data were obtained through a questionnaire developed by the researcher, applied to 105 female fashion consumers aged between 18 and 65. The majority of participants were between the ages of 18–35, university graduates, actively employed, and belonging to the middle-income group. When examining fashion customer profiles, it was found that the highest proportions fell into the "early majority" (those adopting when they see it in store) and "budget-conscious consumers," while the lowest proportion belonged to the "innovative consumers (Trend Followers)." Shopping behaviors were largely shaped by "purchasing as needed," and similar conscious consumption tendencies were observed across different socioeconomic groups. While differences emerged in the way fashion was used as a means of expression with increasing income and education levels, overall tendencies were shaped by ethical and economic sensitivities. Regarding attitudes toward upcycled designs, "innovative consumers (Trend Followers)" showed the most positive responses, while other profiles also displayed generally favorable but cautious attitudes. In particular, the luxury consumer segment demonstrated more hesitation due to perceptions of aesthetics and quality. This highlights the necessity of developing marketing strategies tailored to different consumer profiles. In this regard, the study reveals that upcycled fashion design should be addressed not only from an environmental perspective but also from aesthetic, ethical, cultural, and professional dimensions, drawing attention to the multilayered structure of sustainable fashion. The findings indicate that for upcycled products to reach broader audiences, it is necessary to enhance visual presentation, establish accessible pricing strategies, and develop communication approaches tailored to consumer segments.