AI Fashion Qualitative Research Case Study

Sustainable French Fashion Business Uses the Power of Quals AI For Their Indepth Fashion Qualitative Research Study

Project Summary


The objective was to explore consumer perceptions and behaviours regarding sustainability in the fashion industry for a new fashion brand.

The process, illustrated below displays the insights gathered that provide a comprehensive understanding of how sustainability influences purchasing decisions and the overall fashion market.

This ultimately helped the new brand ask department-specific follow-up questions using our ‘SmartAsk’ feature to identify a tone of voice, sustainable practices throughout the supply chain, purchase decisions and further ways to influence consumer behaviour.


Overall, the study highlights a growing consumer interest in sustainability, but also points out the need for more genuine efforts and transparency from brands.


Consumer Awareness: Many consumers are aware of sustainability efforts and see it as a marketing strategy to attract customers.
Skepticism: Some consumers are skeptical of brands’ sustainability claims, suspecting “greenwashing.”
Influence on Purchases: While some consumers are influenced by sustainability, others remain unaffected.
Transparency: Consumers desire more transparency and legitimacy in sustainability claims.


Material Usage: There is a preference for recycled, organic, and low-impact materials like organic cotton, Tencel, and recycled polyester.
Local Production: Consumers favour local production to reduce carbon footprints and ensure ethical labour practices.
Durability and Quality: High-quality, durable products are preferred, and there is a growing interest in second-hand and long-lasting items.


Sustainable Practices: Brands are integrating sustainable practices like reducing water and energy usage, and using recycled materials.
Challenges: Implementing sustainability is seen as costly and challenging, especially against cheaper, fast fashion products.
Consumer Behaviour: Some consumers have shifted to buying less frequently and opting for second-hand or sustainably-made products.
Market Impact: Sustainability practices are gradually influencing the market, but significant changes are still needed for a broader impact.

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Objective Setup, Interview Guide and Testing

The brief project objective was entered into Quals AI focusing on specific requirements for the study as well as training the AI to understand objectives and specific departmental use from the results. From this, Quals AI prepared an appropriate survey title, target country and interview guide for testing, and editing as required.
AI Case Study - Fashion Qualitative Research Study Objective, Guide and Testing
AI Case Study - Fashion Qualitative Research Study Interviews

Progressive AI Interviews With Real People

The Quals AI research assistant undertook powerful AI interviews with selected participants at a convenient time.

In this case, the interviews were conducted in French with 20 identified participants, and then translated to English for research analysis in the agency’s native language.

AI-Produced Interview Analysis and Summarised Insights

AI Case Study - Fashion Qualitative Research Study Insights
Interview insights from the fashion sustainability study are collected and Quals AI summarises everything into a one sentance insight, as well as an Executive Summary and Interview highlights for quick consumption.

For a more detailed analysis, each interview is summarised and the full interview is easily displayed, with the ability to search and ask follow-up questions using the ‘SmartAsk’ feature.

Departmental Insights and Additional Learnings

The power of Quals AI doesn’t just stay in the interview and collation process, but in its ability to use gathered responses to ask follow-up questions for new areas, even for departmental purposes such as Marketing, Production and Operations.

Following the conclusion of the interviews, and using all responses as references to new insights, the company was able to ask for additional questions to discover specific department interests.

Marketing Department Generated Insights

Below is the follow up prompt we used to extract detailed information from the interview results to specifically benefit the marketing departments interest
To effectively market a new sustainable fashion line and build consumer trust, consider the following strategies:
Quality and Longevity Messaging: Emphasise the durability and longevity of products made from eco-friendly materials. Highlight the environmental responsibility and ethical production processes to resonate with the target audience.

Transparent and Honest Marketing: Leverage transparent marketing strategies by using clear labelling, such as “100% recycled materials” or “organically sourced.” Provide detailed information about the sustainable practices involved in production to build consumer trust.

Influencer Collaborations: Partner with influencers who are genuinely passionate about sustainability. Their authentic promotion can amplify your message and reach a broader audience.

Sustainability Storytelling: Integrate sustainability stories into your brand narrative through social media, blogs, and packaging. This approach can help build a strong connection with consumers by showcasing your commitment to sustainability.

Consumer Education and Incentives: Educate consumers about the real impact of their choices. Offer incentives like discounts or loyalty points for recycling old clothes or purchasing sustainable products. This can foster a positive attitude towards sustainable fashion.

Avoiding Greenwashing: Ensure all marketing claims about sustainability are transparent and factual to avoid greenwashing. Clearly communicate the long-term benefits of investing in quality, sustainable fashion over fast fashion to encourage responsible purchasing behaviours.

By implementing these strategies, the Marketing department can effectively promote the sustainable fashion line and build a strong, trustworthy brand identity.

Production Department Generated Insights

Below is the follow up prompt we used for the Production department to extract detailed information from the interview results to specifically benefit their needs
AI Case Study - Fashion Qualitative Research Study Production Insights
Based on the interviews, several key production processes could enhance sustainability and earn consumer trust:
Material Selection: Utilising recycled and organic materials such as organic cotton, Tencel, and recycled polyester is crucial. These materials reduce environmental impact and are favoured by consumers seeking sustainable options.

Local Production: Manufacturing products closer to the point of sale can significantly cut down on carbon emissions associated with transportation. This also supports local economies and ensures better oversight of labour practices.

Transparency and Certifications: Clearly labelling products with their sustainable attributes and certifications (e.g., “100% recycled cotton”) can build trust. Transparency about the entire supply chain, including sourcing and manufacturing processes, is essential.

Energy and Water Efficiency: Implementing production processes that minimise water and energy use, such as waterless dyeing techniques and renewable energy sources, can make a significant impact.

Second-Hand and Recycling Initiatives: Promoting second-hand sales and offering recycling programmes can extend the life of products and reduce waste. Brands can also incorporate recycled materials into new products.

Ethical Labour Practices: Ensuring fair labour practices and working conditions can enhance brand reputation. Consumers are increasingly aware of and concerned about the ethical implications of their purchases.

Adopting these practices can help shift consumer attitudes from scepticism to trust in sustainable fashion.

Operations Department Generated Insights

Below is the follow up prompt we used for the Operations department to extract sepfic, relevant information from the interview results to specifically benefit their needs
AI Case Study - Fashion Qualitative Research Study Operations Insights
To maximise business operations and profit while ensuring high engagement from both employees and consumers, and to build a and global reputation as a leading sustainable fashion brand, consider the following practices:
Sustainable Sourcing and Production: Use eco-friendly materials such as organic cotton, recycled polyester, and fabrics. Ensure production processes minimise environmental impact, including reducing water and energy consumption.

Local Manufacturing: Prioritise local production to reduce carbon footprints and support local economies. This also ensures better oversight of working conditions and quality control.

Transparency and Communication: Maintain transparency about your sustainability practices and supply chain. Use clear labelling and marketing to inform consumers about the sustainable attributes of your products.

Employee Engagement and Training: Invest in training programs to educate employees about sustainability and involve them in the company’s green initiatives. This fosters a culture of sustainability and enhances employee satisfaction and retention.

Innovative Recycling Programs: Implement take-back schemes where customers can return used clothing for recycling or repurposing. Offer incentives such as discounts or loyalty points.

Ethical Labour Practices: Ensure fair wages and safe working conditions for all employees and suppliers. Ethical practices build trust and loyalty among consumers and employees.

Community Involvement: Engage with local communities through sustainability initiatives and partnerships, enhancing brand reputation and consumer trust.

By integrating these practices, you can establish a strong, sustainable brand identity that resonates locally and globally.

Story-Based Overview

Using the ‘SmartAsk’ feature, the fashion brand was able to ask Quals AI to write a story based on the responses from participants and also learn from the previously queried questions from the Marketing, Production and Operations departments. The following is the story produced in just seconds.

AI Case Study - Fashion Qualitative Research Story

Threads of Trust: A Tale of True Sustainability

In the heart of Paris, Camille begins her day with a morning run along the Seine. Clad in her favourite leggings made from recycled polyester, she appreciates their durability and comfort. Camille, a marketing professional, values transparency in the brands she supports. After her run, she heads to work, confident in her eco-friendly attire labelled with clear certifications like “100% recycled materials.” At the office, she promotes sustainable fashion, ensuring that the messages she crafts are honest and educational, highlighting the long-term benefits of investing in quality, sustainable clothing.

Meanwhile, in the serene village of Gordes in Provence, Elodie tends to her garden before heading to her job at a local organic farm. Her wardrobe consists of sturdy, ethically produced garments made from organic cotton and Tencel. Elodie values local production, knowing that her clothes support the community and reduce carbon footprints. She participates in recycling programmes and appreciates brands that offer take-back schemes for old clothes.

Both women despise greenwashing and seek brands that are genuinely committed to sustainability. They dream of a fashion brand that not only provides eco-friendly products but also educates consumers about the positive impact of their choices. For Camille and Elodie, true sustainability in fashion means transparency, ethical practices, and a commitment to the environment and community.

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