This research examines the Slow Fashion Movement to provide a snapshot of its emergence and evolution in response to the Fast Fashion approach that has taken over the last decades. Using a targeted survey, it explores the opportunities and barriers that are perceived by the most visible brands in this market. Despite the companies’ efforts, their size and economic power are still insufficient to influence the society at large. However, their presence in strategic locations coupled with ongoing broad social and environmental trends toward sustainability appears to be contributing to the education of the customers. We are witnessing an embryonic phase of a group of entrepreneurs that still appears highly fragmented and in search of a homogeneous identity; it is encouraging to see the first steps towards the creation of a movement and in few cases, we can see the conditions to its success.
