Fast Fashion Products Research Articles

Sustainable Fashion and Young Fashion Designers: Are Fashion Schools Teaching Sustainability?

The fashion Industry is one of the major polluting industries globally, and it has become a hot topic of debate. Thousands of people participate in climate change marches and attend seminars worldwide, but sadly most of them usually wear fast fashion products due to the lack of awareness. This pilot research investigates how well freshly graduated fashion designers know sustainable textiles and fashion as fashion designers are the ones who lead the fashion industry. We used a qualitative research method, and focus group discussion was applied for data collection. Twenty-four freshly graduated fashion designers from China, India, Bangladesh, and Pakistan participated in this research. The focus group discussions were conducted in Shanghai, China. Topics were divided into three categories:(a) fast fashion, recycling & upcycling, (b) zero-waste fashion, and (c) eco-friendly fibres. Findings disclosed that the participants were well-aware of techniques like fashion illustration, pattern-making, and draping but comparatively uninformed about sustainable fashion. They were familiar with the term „sustainable fashion” but completely unaware of details and their sustainability responsibilities. Suggestions to rectify this important issue are provided in this study.

TREND CYCLE ANALYSIS ON FAST FASHION PRODUCTS

Purpose: trend cycles need to be understood to know the developments and changes in trends infast fashion as well as consumer considerations in consuming fast fashion products.Research methods: Trend changes in such a short time need to be analyzed further through trendstages, trend cycles, and trend differentiation that occurs in fast fashion. To analyze the trend in fastfashion products, a qualitative descriptive method was conducted in which the research processconsisted of collecting and compiling data, analyzing and interpreting phenomena.Findings: Trends provide trends in fast fashion products such as colors, styles, themes, motifs,and cuts/silhouettes. In general, fashion trends generally only recognize two seasons, includingspring/summer (spring/summer) and autumn/cold (fall and winter). Fast fashion has 52 trends in ayear or about once a week. In fast fashion, trend changes are influenced by the stages of the fashioncycle, fashion flows, trend differentiation, and trend adopters.Implications: Fast fashion is a design, manufacturing and marketing method that focuses onproducing large quantities of clothing quickly and at affordable prices. Fast fashion products arealways influenced by trends.

Public Attitudes towards Fast Fashion

Fast fashion is a fashion product that is rapidly producing according to the fashion trends. It isn't durable and people worn them a few times before being discarded, which turned them into a lot of garbage. It dyed with fabric dyes and chemicals that used in its production. This might have a big impact on the health of the wearer and the manufacturer. Especially, it also impacts on the environment in many ways. The purpose of this study is to explore the attitude and accessibility of fast fashion in each generation to realize the impact and problems of fast fashion. Additionally, we study people's motivation and factors in purchasing clothes. This research shows an analytical survey, it was conducted to survey 510 individuals in each generation. The survey was conducted by Google form survey. This survey found that the mostly respondents had third level of awareness of fast fashion issues, most of them are gen y and z and they still buy fast fashion products. A few people aware about this issues and support reducing the use of fast fashion products. If this situation continues, it will lead to a lot of unusable waste which is difficult to eliminate by incineration. This will lead to the production of many chemicals used in production to float up and destroy the atmosphere. It also causes air pollution problem to the surrounding area. Therefore, it can only be piled together to accumulate waste and the number of wastes multiplied over the years. Keywords: Fast fashion; Attitudes; Generation.

SHOPPING ORIENTATION, STATUS CONSUMPTION AND IMPULSE BUYING OF GENERATION X AND Y IN PURCHASING FAST FASHION PRODUCTS

Generation cohorts have different tendencies in purchase behaviors, especially the Generation X and the Generation Y. Although the age gap between these two generation cohorts is not wide, the Generation X has distinctive purchase behaviors that are different from the Generation Y. In the fashion business, the Generation X consumers do not consider the brands in purchasing their clothes, but they calculate the benefits in buying a clothing product. However, the Generation Y consumers consider it as a part of their social status, therefore, they position themselves in the middle class or the upper class by what they wear. The aim of this research is to investigate the different purchase behaviors of the Generation X and Y in buying fast fashion products in Surabaya. The purchase behaviors are reflected through such variables as shopping orientation, status consumption, and impulse buying. As this is a quantitative research, the data are collected using questionnaires that are distributed to 100 respondents. The respondents are chosen using the purposive sampling technique. Then, the data are tested for the validity, reliability, normality, and homogeneity. To test the hypothesis, the independent samples t-test is used. The results show that the differences between the Generation X and the Generation Y are significant in their shopping orientation and impulse buying. However, there are no significant differences in the status consump-tions.

Consumer Attitude towards Sustainability of Fast Fashion Products in the UK

This paper attempts to provide an up-to-date depiction and analysis of the consumer’s attitude towards sustainability of fast fashion products in the UK. Four related strands of literature are reviewed to establish a tri-component model of attitude (ABC), i.e., Affective, Behavioural and Cognitive. A wide set of determinants for attitude is identified, including income, price, gender, culture, religion, age, etc. Based on this conceptual framework, an online questionnaire is designed and sent to university students and alumni in the UK, returning 128 valid responses. Both descriptive statistics and regression analysis (oprobit) are employed to shed light on the three components of attitude towards sustainability. It is found that cognitive and behavioural components converge across cultures and religions, but the affective component remains significantly diverse. Employment status contributes to the awareness, decision and feeling of sustainability features, but gender only matters for purchase decisions. In general, there is an improved cognitive and affective awareness of sustainability, but this does not automatically translate to purchase behaviour. Policy interventions like taxes and subsidies are still needed to foster sustainability in the fast fashion industry.

Locating warehouses shared by retailers for fast-fashion products considering consumers' waiting cost

Locating warehouses shared by retailers for fast-fashion products considering consumers' waiting cost

Solving the puzzle of sustainable fashion consumption: The role of consumers’ implicit attitudes and perceived warmth

The fashion industry has been recognized as one of the major industries that contribute to environmental damage. Although fashion companies have started to take some actions aimed at protecting the environment, how consumers make purchasing decisions about sustainable fashion products is a lingering question. This research thus investigates the effect of sustainable product attributes (i.e., recycled materials) on consumers’ purchase intention toward luxury and fast fashion products.Drawing from the social judgment theory, we propose that sustainability leads to higher consumers’ purchase intentions and that this effect is explained by the activation of perceived warmth. Three studies provide support for this assertation. Specifically, sustainable product attributes (i.e., recycled materials) affect positively the purchase intentions and this effect is magnified in the case of fast fashion products (Study 1). Consumers show more positive implicit attitudes when sustainability is paired with luxury than with fast fashion (Study 2). Finally, sustainability activates higher levels of perceived warmth which, in turn, affects consumers’ purchase intentions towards fast fashion products (Study 3). This research provides insightful theoretical implications by enclosing the psychological mechanism (i.e., perceived warmth) behind the relationship between sustainability and consumers’ purchase intentions. The paper also offers actionable levers on how to communicate sustainable initiatives to strengthen the consumer-brand relationship.

A Framework for Online Social Network Volatile Data Analysis: A Case for the Fast Fashion Industry

Consumer satisfaction is an important part for any business as it has been shown to be a major factor for consumer loyalty. Identifying satisfaction in products is also important as it allows businesses alter production plans based on the level of consumer satisfaction for a product. With consumer satisfaction data being very volatile for some products due to a short requirement period for such products, current consumer satisfaction must be identified within a shorter period before the data becomes obsolete. The fast fashion industry, which is part of the fashion industry, is adopted as a case study in this research. Unlike slow fashion, fast fashion products have short shelf lives and their retailers must be able to react swiftly to consumer demands. This research aims to investigate the effectiveness of current data mining techniques when used to identify consumer satisfaction towards fast fashion products. This is carried out by designing, implementing and testing a software artefact that utilises data mining techniques to obtain, validate and analyse fast fashion social data, sourced from Twitter, to identify consumer satisfaction towards specific product types. In addition, further analysis is carried out using a sentiment scaling method adapted to the characteristics of fast fashion.

AN ANALYSIS OF THE INFLUENCE OF THE CONSPICUOUS CONSUMPTION OF FAST FASHION ON IDENTITY CONSTRUCTION ON INSTAGRAM

ABSTRACT Purpose: The objective of this investigation is to analyze the influence of the conspicuous consumption of fast fashion products on Instagram on the identity construction process of female fashion consumers. Originality/value: Filling a gap in the literature relating to conspicuous consumption and identity construction, this investigation analyzes the consumption dynamics, investigating relevant phenomena on a current and relevant online social network: Instagram; and explaining, in an analysis by categories, the continued dissatisfaction of consumers with the goods that drive and determine the dynamics of fast fashion consumption. Design/methodology/approach: The methodology was qualitative, triangulating data from participant observation, interviews, and online focus groups. Eleven women were interviewed, and three focus group sessions were conducted, with a total of sixteen participants. The data were analyzed through content analysis with categories before and subcategories that emerged afterwards. Findings: The findings show the conspicuous consumption of fast fashion products on Instagram as creators of sense, self-concept, and self-image, following and demonstrating the lifestyle of consumers. The satisfaction resulting from people’s approval, the goods used for compliance in social groups, and the continued dissatisfaction with their possession are observed, which drives fast fashion consumption. The constructed identities are presented as contextual, fluid, and fragmented.

Advantage of low quality in short life cycle products

PurposeThe purpose of this paper is to discuss how the configurations of short life cycle, low quality, design and price, influence customer purchase intention in fast fashion and high technology industries in China.Design/methodology/approachThe traditional thinking is that products with high quality and low price will win more customers. However, the authors can notice that high quality products usually have high cost. Therefore, it is necessary to do more research on how customers can accept low quality products. The authors take fast fashion products and smart phones as empirical studies, collecting data from customer’s online survey. Based on the methodology of fuzzy set qualitative comparative analysis, the authors analyse the relationship between the factors of short life cycle, low quality, design and price and influence customer purchase intention.FindingsThe authors find that price is the most important influencing factor. Low price is a strong competitive factor in the market. As to low quality products, low price can be achieved relatively more easily than with high quality products, resulting from relatively poorer raw material or configurations. Hence the connection between quality and price may give an idea to enterprises that customers will accept low quality products with low price. Moreover, according to the research, different generations are equally affected by the low price condition, regardless of customer gender and household income.Research limitations/implicationsBecause the study only focuses on fast fashion and smart phones industries, future work needs to replicate this study with individual data for different industries and with alternative methods to reinforce the confidence in the research. Meanwhile , this research studied mainly the customer perspective, it would be desirable to extend the study to the enterprise perspective and find out the difficulties that limit them in using low quality products to meet market needs. This may revel some cultural differences in purchase behavior among different countries and the discussed industries can be expanded to a larger area.Practical implicationsThe study offers a number of managerial implications. With the rapid changes in people’s aesthetic sense and developing high-tech, it is more and more necessary for companies to think about how to win more customers and earn more profits. Low quality products have advantages as they will lower companies’ costs in many dimensions, improving the speed of supply. It helps firms to take low quality products into consideration and think whether they will influence different aspects of the company assistance firms to get a deeper understanding of customer psychology and make better decisions on their products.Originality/valueThe paper fills the gap in the research field by exploring how consumer behavior is affected by different conditions.

Slow fashion – Balancing the conscious retail model within the fashion marketplace

Consumers are ever more aware of the impacts of fashion textiles on the natural world, as well as the production ethics concerns directed toward traditional fast fashion products in terms of human resources. This has led to an emerging form of fashion retail centered on production principles that encourage increased lifecycles of products, reduced volume of purchasing by individuals, and ethical care in production and sales. The ethical movement termed slow fashion thus has a unique philosophy that is at odds with a number of traditional aims of retailing. Striving for higher profits through increased sales volume and rapid turnover of goods contradicts the conscious consumption philosophy of slow fashion proponents. This paper therefore explores the market strategies used by four New Zealand fashion retailers who identify as slow, and have a business approach that encourages consumers to prioritize longevity and consumption ethics over price and fashion newness. The research takes a case-based approach, and finds that the central issue for slow fashion retailers, irrespective of their individual philosophies within the slow fashion sphere, is that of finding a balance between the particular conscious retailing models they have self-prescribed, and that of traditional retailing. A necessity for profit making and market share underscores the difficulty of their position in the modern fashion marketplace, and this paper details their unique strategies in negotiating this ethical retail space.

PERANCANGAN READY – TO – WEAR DELUXE BERKONSEP SUSTAINABLE FASHION UNTUK BRAND ALLEGRA JANE

This designed collection is made to promote Sustainable Fashion, which is of particular concern with the abundance of waste in the fashion industry, especially in Indonesia. Domestically, there are still many consumers who buy fast fashion products and have not extensively used environmentally friendly products made in Indonesia. Seeing the importance of local fashion brands lifting the concept of Sustainable Fashion by preserving Indonesian art and culture, ALLEGRA JANE a fashion brand made the designs in the form of Ready – to – Wear collection or also called ready – made clothes using ATBM woven fabric and Pasuruan Batik with natural coloring. The Pasuruan Batik Motif selected for this collection is called Tansah Kelingan, which is the motif of chrysanthemum flowers and tuberose flowers. The other motif is Sumebyar Ing Kalen, which is a rose motif and tuberose flowers motif, both of these Batik designs are equipped with detailed technique of hand written Batik of sprinkles. The design collection is inspired by Autumn Winter 2019 - 2020 color and fashion trends. The designs of this collection have straight silhouettes and tailoring structures that can be easily combined with outers, tops and bottoms worn as semi-casual wear or semi-formal wear.

Strategic focus for substantial rewards

Due principally to the desire to seek lower production costs, the bulk of the world’s textile and clothing manufacture migrated to low-cost zones, mainly outside Europe, over the course of the late-twentieth century. In the early-twenty-first century, fast fashion became a dominant force worldwide, with ‘Western’ retail buyers hunting cheaper deals from clothing manufacturers (mainly in Asia), and with occasional disasters not changing matters beyond the duration of a fashion season. Progressively, seams became narrower, cheaper raw materials were used and durability was no longer an aim. Why bother to do otherwise? This was what the ‘Western’ consumer wanted: fashion to be worn only a few times and then discarded, despite the fact that vast amounts of human, technological and financial resources were wasted in such a quest. By the end of the second decade of the twenty-first century, the production of textile and clothing products continued to contribute substantially to global warming. This paper reviews briefly the current conditions of manufacture, and argues that the research agenda should be focused on addressing the implications of a progressively changed focus, not on fast-fashion products, but instead on the production of products with greater durability. Meanwhile ‘Western’ consumers need to turn away from fast fashion and realise that waste is bad for their economy and their society. It is argued further, that after a period of re-adjustment, substantial financial rewards await the national textile and clothing industries that undergo such a turn around.

Locating warehouses shared by retailers for fast-fashion products considering consumers’ waiting cost

This study formulates a strategy based on warehouses shared among retailers for fast-fashion products retailing. Consumers can try fashion products' samples at retail stores and the requested products are delivered from a nearby warehouse shared by several retailers. However, the consumers' waiting times decrease service satisfaction and still have the risk that consumers return the delivered products. Aiming at the location problems for the shared warehouses, we consider the waiting cost perceived by consumers and the profit as objectives in a multi-objective mixed-integer linear program. The numerical results demonstrate that the minimisation of waiting cost increases the number of shared warehouses and thus the fixed cost for them, and decrease the profit. The waiting cost is greatly affected by traveling times, delivery cost, fixed cost for shared warehouses, and the waiting cost function of time.

EXPLORING POTENTIAL FACTORS THAT REDUCE CONSUMERS’ PURCHASE INTENTION TOWARDS FAST FASHION PRODUCTS

Fast fashion brands gain their competitive advantages through launching new products to the market quickly in order to adapt to consumer’s rapidly changing preferences. Despite of these advantages, the fast fashion business model, in which accelerated process of product design, production, and launch is implemented, inevitably generates ethically controversial issues in fashion industry, such as intensifying environmental pollution during the production process, exploiting designers and workers, or excessively wasting resources. One possible solution to these problems might lie in reducing demand towards fast fashion products. Thus, this present study intends to explore potential means to reduce demand. It will begin with a review of literature regarding ethical concerns raised by fast fashion business model, consumers’ views towards buying fast fashion products and these concerns, and existing methods employed to reduce harm derived from fast fashion brands. Content analysis of articles and online posts addressing fashion and ethics related topics will also be conducted to collect first-hand information regarding these aspects. As a result, potential strategies or practices aiming at solving problems generated by unethical fast fashion business practices could be discovered and derived. Findings of this study are expected to provide more organized thoughts regarding ethical issues associated with fast fashion business model and how these issues concern the industry and consumers. Specifically, results of the preliminary examination will help us understand how general public and consumers perceive fast fashion business models and brands, their business practices, ethical concerns associated with these practices, and their proposed solutions. It is expected that consumers might be more willing to reduce unnecessary purchases of fashion goods if they are more aware of unethical business practices generated by practicing fast fashion business model. These results are expected to offer insights into potential strategies that (1) can be employed by policy makers to reduce waste and promote green consumption, (2) help raise consumers’ awareness regarding the negative impact of fast fashion business model, and (3) assist to return to a healthier fashion industry.

Mathematical model for dynamic cell formation in fast fashion apparel manufacturing stage

This paper presents a mathematical programming model for dynamic cell formation to minimize changeover-related costs (i.e., machine relocation costs and machine setup cost) and inter-cell material handling cost to cope with the volatile production environments in apparel manufacturing industry. The model is formulated through findings of a comprehensive literature review. Developed model is validated based on data collected from three different factories in apparel industry, manufacturing fast fashion products. A program code is developed using Lingo 16.0 software package to generate optimal cells for developed model and to determine the possible cost-saving percentage when the existing layouts used in three factories are replaced by generated optimal cells. The optimal cells generated by developed mathematical model result in significant cost saving when compared with existing product layouts used in production/assembly department of selected factories in apparel industry. The developed model can be considered as effective in minimizing the considered cost terms in dynamic production environment of fast fashion apparel manufacturing industry. Findings of this paper can be used for further researches on minimizing the changeover-related costs in fast fashion apparel production stage.

The effect of consumption propensity and fashion product consumption attitude on fair trade fashion product purchase intension

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach’s alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

The four faces of apparel consumers: Identifying sustainable consumers for apparel

The aims of this study are to identify apparel consumer segments based on consumer attributes related to sustainability-related factors and traditional apparel shopping-related factors and to profile the identified segments in consumer characteristics. Using a sample of 754 US consumers, a factor analysis, a cluster analysis, χ2 test, and ANOVA were used in identifying and profiling the segments for sustainable consumers for apparel. Four consumer segments were identified: Concerned Shoppers, Holistic Shoppers, Traditionals, and Apathetic Shoppers. Each consumer segment exhibited significant differences in sustainability-related attributes (i.e. sustainability knowledge, sustainability consciousness), traditional shopping-related attributes (i.e. fashion consciousness, price sensitivity, product quality), behavioral outcomes (i.e. ecologically-conscious apparel consumer behavior, socially-conscious apparel consumer behavior, purchase intention of fast fashion products), and demographic characteristics (i.e. gender, age). The results provide marketing suggestions for each consumer segment.

Are the factors affecting satisfaction and actual purchase the same? Comparisons between unplanned and planned purchase

PurposeThe purpose of this paper is to explore the antecedents of actual purchase behavior vs satisfaction at the point of purchase and the antecedents of actual unplanned vs planned purchase behavior.Design/methodology/approachBy using both survey and actual purchase data from a total of 3,300 shoppers of a Korean fast fashion brand, the multivariate regression analysis and two separate logistic regression analyses were compared to respond to the research questions.FindingsThe noticeable point of the findings is that the factors influencing the level of satisfaction and the probability to purchase were different. As common factors for both actual purchase and satisfaction, value for money, and affordable price are the first things that the practitioners have to keep in mind when developing a strategy for fast fashion stores. However, unplanned shoppers, who are over half of buyers, are negatively influenced by the affordable prices in their buying decisions.Practical implicationsThe results of this study have implications for the retailers, especially those selling fast fashion products in South Korea.Originality/valueThe current study has merit because of its use of secondary data collected by a large marketing research company on Korean domestic fast fashion brand. In particular, the combination of the large sample survey data collected right after shopping and the actual receipt of purchase has its unique value.

환경의식에 따른 패스트패션 구매자의 의복소비행동에 관한 연구

This study investigates clothing consumption behavior of fast fashion purchasers according to environmental consciousness. Questionnaire examined 245 males and females in Busan who experienced fast fashion product purchases. Data were analyzed using factor analysis, t-test. ANOVA, Duncan Test and <TEX>${\chi}^{2}-test$</TEX>. The results are as follows. First, the result showed significant differences in environmental consciousness education according to demographic characteristics. Second, the results showed significant differences in the hedonic pursuit of purchase motivation for fast fashion products according to environmental consciousness. The low environmental awareness group pursued hedonic purchases towards the purchase motivation of fast fashion products. The results showed significant differences in fast fashion disposal behavior according to environmental consciousness; however, not for the disposal motivation of fast fashion. In the disposal behavior of fast fashion, the high environmental awareness group indicated social friendly disposal and the middle environmental awareness group indicated economical disposal. The result showed significant gender differences towards clothing consumption behavior of fast fashion according to demographic characteristics. Males and females showed significant differences in all purchase motivation factor for fast fashion products. They also showed significant differences in economical disposal towards fast fashion disposal behavior.