Fast Fashion Industry Research Articles

Pengaruh Brand Activism, Persepsi Konsumen Terhadap Loyalitas Merek: Analisis dalam Konteks Industri Fast Fashion di Jawa Barat

This study investigates the dynamics between brand activism, consumer perceptions, and brand loyalty in the fast fashion industry in West Java. A diverse sample of 250 consumers provided insights into their perceptions and preferences. The study revealed that most respondents had positive perceptions of brand activism initiatives by fast fashion brands, highlighting its resonance with West Java consumers. Regression analysis confirmed a significant positive relationship between consumer perceptions of brand activism and brand loyalty. This research contributes to understanding the impact of brand activism and underscores its potential to drive brand loyalty in culturally diverse markets.

Developing a Generalized Regression Forecasting Network for the Prediction of Human Body Dimensions

With the increasing demand for intelligent custom clothing, the development of highly accurate human body dimension prediction tools using artificial neural network technology has become essential to ensuring high-quality, fashionable, and personalized clothing. Although support vector regression (SVR) networks have demonstrated state-of-the-art (SOTA) performances, they still fall short on prediction accuracy and computation efficiency. We propose a novel generalized regression forecasting network (GRFN) that incorporates kernel ridge regression (KRR) within a multi-strategy multi-subswarm particle swarm optimizer (MMPSO)-SVR nonlinear regression model that applies a residual correction prediction mechanism to enhance prediction accuracy for body dimensions. Importantly, the predictions are generated using only a few basic body size parameters from small-batch samples. The KRR regression model is employed for preliminary residual sequence prediction, and the MMPSO component optimizes the SVR parameters to ensure superior correction of nonlinear relations and noise data, thereby yielding more accurate residual correction value predictions. The GRFN hybrid model is superior to SOTA SVR models and increases the root mean square performance by 91.73–97.12% with a remarkably low mean square error of 0.0054 ± 0.07. This outstanding advancement sets the stage for marketable intelligent apparel design tools for the fast fashion industry.

The Phenomenon of Thrifting As An Alternative Solution Related to Reducing Environmental Impact on Fast Fashion

This study examines the impact of the fashion industry, in particular the fast fashion industry and the phenomenon of thrifting, on the environment and on society. Fast fashion, which responds to consumer demand for quick and affordable fashion trends, is environmentally damaging due to mass production using polluting materials and consumer demand. Alternatively, the phenomenon of thrifting, the practice of buying second-hand clothes, has the potential to mitigate the negative impacts of fast fashion by providing sustainable and affordable options. The method used by the researchers in this study is the phenomenological method to identify individual perspectives on a phenomenon that has happened or is happening to thrifting actors. Interviews with four informants, including users and sellers of second-hand clothes, revealed that they understand the concept of thrifting and the negative impact of clothing waste on the environment.

The Impact of Customer-Centric Sustainability on Brand Relationships

This paper contributes to the existing but scarce literature on customer-centric sustainability and measures consumers’ perceptions of fast-fashion brands regarding economic, environmental, and social sustainability. Furthermore, it aims to test the impact of each dimension of customer–brand relationships, specifically brand trust, affective brand commitment, and continuance brand commitment. A research model and nine hypotheses were tested through multiple linear regressions using a convenience sample of 228 Portuguese fast-fashion consumers. It also provides additional insights into how consumers’ perceptions of the three dimensions of sustainability might affect customer–brand relationships, namely brand trust and brand commitment. The results reveal a significant relationship between all dimensions of customer-centric sustainability and brand trust. Furthermore, economic sustainability and social sustainability were found to significantly predict effective brand commitment. Additionally, this study demonstrates that brand trust positively influences consumers’ intentions to maintain long-term relationships with fast-fashion brands. The implications of the results are discussed in detail, shedding light on the importance of incorporating customer-centric sustainability practices into brand management strategies within the fast-fashion industry. Further elaboration and discussion of the results can be found in this study.

Recognize The Fierce Competition in The Fast Fashion Industry

Inditex, Fast Retailing Co. Ltd, Gap Inc, Hennes & Mauritz AB, and Urban Outfitters Inc are world-famous industries that make fashion brand that adopts the fast fashion industry system. This article will discuss market competition in the fast fashion industry using Porter’s five forces model. The analysis was carried out using descriptive qualitative methods on five samples of the fast fashion industry within a competitive market, E.g., Inditex (ZARA), Fast Retailing Co. Ltd (UNIQLO), Gap Inc (GAP), Hennes & Mauritz AB (H&M), and Urban Outfitters Inc (Urban Outfitters). That way, we will understand how difficult the competition is in the fast fashion industry environment and where able to use the analytical approach to measure competition analysis for other industries.

Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry

AbstractMovements like “Fridays for Future” have heightened attention to the need for sustainability, particularly among Generations X, Y, and Z. However, the consumption of fast fashion and so‐called ultra‐fashion products—an ecologically harmful business model—continues to gain momentum, especially among young consumers, not least due to fear of missing out (FOMO). FOMO is well‐known among marketing professionals as a strong trigger for frequently recurring buying behavior. Over the past 5 years, scholars have become increasingly interested in how FOMO triggers buying behavior and have begun to incorporate FOMO in their cognitive models. However, the influence of FOMO on individual fashion purchases and the relationship between brand credibility and sustainable fashion production is not yet well understood. Utilizing cross‐sectional data from three distinct samples in Switzerland and the United States, our study, which included over 650 participants, reveals that brand credibility and FOMO exert direct influences on consumers' purchase intentions for fast fashion products. We identify that FOMO has a negative moderating effect on the relationship between brand credibility and fast fashion purchase intentions. Suggesting that consumers with strong FOMO are less interested in brand credibility when making a purchase decision than those without FOMO. Additionally, we demonstrate that our findings apply to both fast and slow fashion, the latter encompassing sustainably produced fashion. Ultimately, we provide novel empirical evidence of FOMO's influence on buying behavior and shed light on the complex interplay between brand credibility, sustainability, and consumer behavior in the fashion industry.

RESEARCH ON THE MEASUREMENT OF MARKETING POST COMPETENCY IN THE FAST FASHION CLOTHING INDUSTRY

With the renewal of traditional industries and the emergence of modern industries, new requirements are put forward for the competence of marketing talents in the fast fashion industry. Starting from the competency of talent matching in the fast fashion clothing industry, this paper according to the characteristics of marketing pos first query to query marketing job requirements, the interview method, and the data survey method to measure the competency dimensions of different marketing posts. We collected 453 samples from enterprises and used SPSS 22.0 for data analysis to explore the fast fashion industry. The proposed competency elements of marketing talents mainly include knowledge and skills, personal characteristics, internal ability, and self-awareness. Finally, we proposed reasonable suggestions for post-machining China on marketing talents in the fast fashion clothing industry.

Exploring the Effectiveness of Sustainability Marketing in the Indian Fast Fashion Industry: A Cross Sectional Study

Exploring the Effectiveness of Sustainability Marketing in the Indian Fast Fashion Industry: A Cross Sectional Study

SWOT Analysis of Shein’s Marketing Strategy

Shein, a Chinese online retailer brand, ​​grew tremendously during the COVID-19 pandemic and becomes a phenomenal company. The company experienced rapid acceleration during the pandemic, reaching a peak in 2021. The paper examines the marketing aspects of Shein's success as an emerging online fashion retailer. Using the SWOT analysis method and incorporating evidence from media press and research, this paper studies the strength side of the company such as its affordable price, segmenting the right target market and successful marketing strategy, its weaknesses in terms of its delivery services, market opportunities created by the COVID-19 pandemic, as well as threats within the fast-fashion industry due to the fierce competitions and the company’s poor performance on ESG. The paper offers recommendations for increasing the transparency of the supply chain and workforce, establishing a sustainability plan, developing a premium version of the brand, and a shift in Shein's public image with Shein's desire to go public in 2022.

The current situation of fast fashion industry and how to reduce the waste

Since entering the 21st century, the development of fast fashion has faced a number of environmental problems. The design of circular economy is the best way to deal with fast fashion pollution, while the existing recycling system, traditional waste disposal methods are inefficiencies and are no longer enough to deal with the pollution caused by today's fast fashion industry. So this paper discusses some cutting-edge technologies to meet the development of circular fashion and achieve the approaches for sustainable development of fashion industry. After a specific analysis of the pollution of the fast fashion industry to the climate, water and the waste caused, this paper introduces the infrared technology to accelerate the sorting of clothing raw materials in the waste, enzymatic technology to process and degrade the raw materials, and the use of new sustainable materials in three steps to obtain an advanced technology support, sustainable fashion circulation system. In the future, this improved fast fashion circulation system still needs more experiments to be tested, also the government and relevant departments need to formulate relevant policies to support the development of this system. On the other side, the fast fashion industry's pollution of the environment, especially water bodies, and its treatment methods need to be studied.

The crisis of La Chapelle’s operations - a comparative analysis with HLA

Supply chain management(SCM) includes five major parameters, customer satisfaction, cash, cost, sustainability and asset. Customer satisfaction, cash and cost are the most significant factors in the fast-fashion industry. So, how does SCM affect fast-fashion companies to achieve great success? In this case, two representative companies (La Chapelle and HLA) are selected to be compared to present the influence of SCM. The study results reveal that the decline of products’ customer satisfaction directly leads to a dip in operating income. Too much money is wasted, increasing costs. Consequently, La Chapelle has to face the lack of cash and a large debt. Based on the discussions, some appropriate recommendations will be made to improve these problems in three aspects, which are beneficial to solve La Chapelle’s crisis and reducing the possibility of business failure.

The Fast Fashion Industry: Formulating the Future of Environmental Change

This Note focuses on the harmful environmental impacts the fast fashion industry has created, and continues to create, on our planet. In the 1960s, consumer attitude towards clothing shifted drastically when demand for new, disposable clothing skyrocketed. These choices led fashion retailers to give life to the environmentally detrimental breed of “fast fashion.” Moving production from a domestic to an international level, increasing the amount of clothing collections on a yearly basis, and lack of transparency in supply chain are just a few examples of the dangers this industry has created for our planet. The fast fashion industry in particular is one that has been overlooked for decades, now only in focus due to the almost irreparable harm it has caused on a transnational level. No clear, collective legal definition exists for “sustainability” in the fashion industry. This Note explores, analyzes and compares current and potential fashion-specific legislation, domestically and internationally, that has not only created definitions but policies going forward for collective action. This Note focuses on the “four c’s”: compliance, caliber, consumers and circularity. These “c’s” create a broad answer as to how some of this environmental damage can be stopped going forward. The solution lies in collective transparency as well as a circular economy. The growth of investment in companies who value environmental, social, and governance (ESG) standards has allowed consumers to change past behaviors toward a circular economy. It is vital that consumers invest in spaces they know are working towards a better future, in all aspects.

How to achieve sustainable distribution in the fast fashion industry? An electric vehicle solution under the "vehicle-battery separation" mode.

Exploring sustainable urban distribution based on electric vehicles is crucial given the rise in global greenhouse gas emissions, especially for fast fashion industries with extremely high distribution frequencies. However, most studies have overlooked the impact of deep discharge on the distribution route scheme, and few studies fit the characteristics of the fast fashion industry. As a result, this study presents a novel electric vehicle routing problem considering deep discharge model (EVRP-DD) for distribution route optimization, which fully considers deep discharge under the emerging mode of vehicle-battery separation. The characteristics of fashion consumers and products were also integrated into the model, such as consumer satisfaction and 3D loading constraints. To solve this complex programming problem, a sophisticated hybrid ant colony optimization (HACO) algorithm was designed by combining the advantages of ACO and A-star algorithms. Using real-life data, the experimental results verify the effectiveness and superiority of the proposed solution. EVRP-DD achieved reduced driving distance, total distribution cost, and deep discharge distance. HACO can enhance the computation speed and reduce the total distribution cost compared with the two conventional algorithms. The proposed solution showed excellent flexibility and could effectively adjust the optimal route scheme according to the ever-changing external environment. Thus, it can be concluded that this solution is a powerful tool for enterprises to achieve sustainable distribution. This study has realized theoretical innovation in sustainable distribution under the new mode of vehicle-battery separation, and its successful application in the fast fashion industry reflects its valuable application value.

The fast fashion industry in the post-pandemic

After the impact of the coronavirus, the revenue of fast fashion had a sudden decline from 2019 to 2020, but a resumption of the upward trend in 2021. And a prosperous future for the industry is anticipated. However, the fast fashion industry confronts some difficulties such as real-time industry development and the tendency of purchasing some active and casual garments in sportswear brands. To find some solutions, the paper took the famous fast fashion company Inditex as an example and based on the theory of business management and marketing strategies to analyze. The result of the paper showed that the company has a low-efficiency management system, a bad quality of production, and a lack of brand promotion. On this basis, the development of the brand facing the mid-upper or upper class, the more various kinds or functions of garments, and more serious and clear management regulations and rules in the fast fashion industry should be taken into account when types facing the threatens in the post-pandemic era.

Indonesians’ Greenwashing Perception Towards Fast Fashion

Nowadays many people are aware of the importance of protecting the environment. The fashion industry became one of the contributors to environmental damage, especially with the emergence of fast fashion which has a shorter life cycle that leads to water pollution, carbon emission, and waste problem. The emergence of criticism makes the fast fashion industry make more eco-friendly products. Unfortunately, many big brands do greenwashing which misleads consumers with their label of “eco-friendly”. That is why this research is done to know Indonesian people greenwashing perception of one of the big fast fashion brands by looking at their gender, age, and education. Using a 5-point Likert scale questionnaire, 86 respondents were gathered. A descriptive analysis was done with the result that both gender females and males have the equal perception of greenwashing. People with the age of 22-32 and 33-40 have more positive greenwashing perception, and people with bachelor’s degree have more positive greenwashing perceptions. The research shows that Indonesian people are aware of greenwashing especially with the young people.

Complexity Analysis of Internet of Things RFID in the Management of Fast-Fashion Apparel Enterprises

Fast fashion is a clothing sales model. With people's demand for rapid updates on clothing, the fast-fashion clothing industry has emerged and developed rapidly. It has been widely operated in developing and developed countries and has been widely recognized by consumers. In order to analyze the current situation of Chinese fast-fashion industry and the differences with foreign brands, this article applies radio frequency identification (RFID) technology to the entire process of fast-fashion apparel business management. In terms of experimental methods, this study uses a combination of qualitative and quantitative methods, questionnaire surveys, and comparative analysis, and introduces the relevant theories of the clothing industry. In the experimental design, the three aspects of operating cost, implementation cost, and profitability in enterprise management are designed. The analysis part selected several major fast-fashion brands, such as Zara, Uniqlo, GAP, and Hstyle, for comparative analysis, business management analysis, product update cycle analysis, driving factor analysis, and consumer choice analysis, and other parts of the complexity analysis. With the abovementioned analysis, it concludes that consumer recognition of Chinese fast-growing fashion products is only 62%, while recognition and stability of foreign brands has reached more than 70%. In terms of consumer choice, consumers in different countries should be targeted. In this article, we carry out data collection, use RFID technology, take targeted strategic measures, and strive to realize the reform of Chinese fast-fashion clothing industry. We also provide reference for fast-fashion brands to implement RFID technology.

The Influence of Perceived CSR Authenticity on Perceived Brand Loyalty Through Perceived Brand Authenticity in the Fast Fashion Industry

The fast fashion model business has represented a profound revolution for the fashion industry over the past few decades. The term "fast fashion" itself has been used by academics and practitioners to consider a business model, which has been increasingly adopted over the years in the fashion system, which combines high collection level updates, style/design satisfaction, and a sharp reduction in inventory and time (to distribute it) to the market. The survey research method in this study will be supported by a questionnaire as a data collection tool. Hypothesis 1 was carried out with the aim of testing Perceived CSR Autenticity positively affects Perceived Brand Authenticity. Hypothesis 2a was carried out with the aim of testing Perceived CSR Autenticity positively affects Brand Trust. Hypothesis 2b was carried out with the aim of testing Perceived CSR Autenticity to have a positive effect on Positive WOM. Hypothesis 3a was carried out with the aim of testing perceived brand Autenticity positively affects Brand Trust. The 3b hypothesis was carried out with the aim of testing Perceived Brand Autenticity to have a positive effect on Positive WOM. Hypothesis 4a was carried out with the aim of testing Perceived Brand Authenticity mediating the positive influence of Perceived CSR Authenticity on Brand Trust. Hypothesis 4a was carried out with the aim of testing Perceived Brand Authenticity mediating the positive influence of Perceived CSR Authenticity on Positive WOM. Based on the results of the repondent assessment of the Brand Trust variable obtained through the questionnaire, H&M, Uniqlo and Zara need to strengthen CSR activities to make consumers feel safe to trust them.

Young people, climate change and fast fashion futures

Young people are key stakeholders in the future, but their stake is rarely considered in decision making and policy development. In this paper we explore how climate change education can allow the voices of young people to be listened to and help young people imagine desirable futures and develop agency to address the steps, both personal and policy based, that are needed to achieve this. Initially reporting on the findings of a survey of 985 young people (aged 7–18 years from across the UK), we explore what young people currently know about climate change. Informed by this data, we then present a creative approach to backcasting, using a participatory action pedagogical approach to explore the desired futures that 150 young people aged 8–11 years have about the fast fashion industry. We suggest that within the context of fast fashion and other climate related industries, such a methodology could enable educators to address climate change without provoking eco-anxiety and provide a way that decision makers in industry and government can listen to young people’s voices.

Analysis on the Development of Fast Fashion- Based on the Influence of New Media

Modern media is progressively inundating people's lives as the times and society change. Modern media help meet the needs of an increasing number of customers while also boosting the economy since people's aspirations are increasingly becoming more varied. Fast fashion is thus moving into a stage of growth with more commercial potential. However, the industry's rapid expansion has also had some very negative effects, including resource waste, overproduction, and environmental deterioration. But even though the fast fashion industry has such serious problems to solve, it is unrealistic to force the fast fashion industry to slow down or stop its development in the present day when both new media and the fast fashion industry are growing rapidly. As a result, people need to pay more attention to environmental protection, clothing recycling, effective internal company management, and the propagation of ethical consumer attitudes in order to make the fast fashion industry sustainable and beneficial.

How can brands become central in the consumers’ life?

PurposeBrand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry.Design/methodology/approachA survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data.FindingsThe study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality.Post hocanalysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality.Originality/valueThis study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.