Fast Fashion Research Articles

Modelling the mass adoption potentials of fashion-augmented reality among the young consumers: evidence from an emerging economy

PurposeThe increasing demand for fashion-augmented reality (FAR) in online fast fashion shopping has the potential to reduce soil and water pollution. Hence, it is vital to understand the success factors that influence consumers’ intention to use FAR (IAR) and actual usage of FAR (UAR) to enhance its adoption.Design/methodology/approachBy incorporating the unified theory of acceptance and use of technology, this study examined the influence of success factors on IAR, the effect of IAR on UAR and the mediating role of IAR in the relationship between success factors and UAR. In total, 803 responses were collected from Indonesia using a cross-sectional approach. Data were examined using partial least squares structural equation modelling.FindingsTheir findings revealed that perceived enjoyment, perceived service value and facilitating conditions significantly influenced IAR and UAR. However, the impacts of perceived functional benefits, lifestyle compatibility and perceived trust were insignificant. Nevertheless, the IAR has a significant influence on UAR. Finally, the IAR mediates the relationships among perceived enjoyment, perceived service value, facilitating conditions and UAR.Research limitations/implicationsThis study provides valuable insights for practitioners to develop marketing strategies and improve consumer perceptions of FAR, particularly in emerging economies. One limitation of this study is that it exclusively examined young consumers and restricted the examination to specific aspects of consumer behaviour.Originality/valueIntegrating the unified theory of acceptance and use of technology and partial least squares structural equation modelling provides a comprehensive understanding of the underlying dynamics and sheds light on the success factors that drive consumer IAR into UAR and contribute to Sustainable Development Goal 12 by reducing soil and water pollution.

Toxic threads: Ghana confronts the fallout of the Global North’s fast fashion habit

Toxic threads: Ghana confronts the fallout of the Global North’s fast fashion habit

Analysis of Zara's Financial and Market Performance

Founded in 1975 by Amancio Ortega, Zara has rapidly expanded its market share by transforming the latest fashion trends into accessible products. This paper explores Zara's evolution and current standing in the global fashion industry, focusing on its innovative ‘fast fashion’ model and successful integration of e-commerce. The analysis highlights Zara's strong financial performance, with online sales contributing significantly to revenue growth, particularly during the COVID-19 pandemic. Despite its successes, the brand faces increasing competition from rivals such as H&M and Uniqlo, especially regarding sustainability practices. The paper proposes optimization strategies, including enhanced supply chain digitalization and a stronger focus on sustainable practices, to ensure Zara maintains its competitive advantage. Lastly, this paper emphasizes the importance of innovation and adaptability in the evolving e-commerce environment while meeting consumer demands for environmentally responsible fashion. Through an in-depth analysis of Zara, this paper not only reveals the key elements of its business success but also provides insights for future fashion companies in terms of sustainable development and technological innovation.

Strategic Signaling and Sustainable Consumer Purchase Behavior: The Case of Fast Fashion Supply Chains

Strategic Signaling and Sustainable Consumer Purchase Behavior: The Case of Fast Fashion Supply Chains

Assessing the Status and Challenges of Sole Proprietor Garment Businesses: Insights for Operational Enhancement

A sole proprietorship is without a doubt, the simplest form of business organization. Garment business on the other hand is considered as one of the most popular ventures among women entrepreneurs in the Philippines. This study aimed to determine the status, issues and concerns of sole garment business in Taguig City to serve as basis for a proposal towards enhanced operations. It also attempted to determine the issues and concerns encountered in women entrepreneurs and their employees in the course of running the business. The descriptive method of research was used and it involved twelve (12) proprietors and fifty (50) employees as respondents. The data were analyzed and interpreted using the frequency, percentage, weighted mean and t-test. Results revealed that the respondents strongly agree on objective of the sole garment business, personnel, capital investments, operations requirements, wages and benefits, and supply of raw materials as vital factors for enhanced operations of sole garment business. The null hypothesis that there is no significant difference between the perceptions of the proprietors and employees on the status of sole garment business was accepted when it came to personnel, capital investments, operations requirements and wages and benefits. However, such null hypothesis was rejected when it came to objectives, raw materials supply, and equipment. As to issues and concerns encountered in sole garment business, the need for technologically advanced equipment came first, management style was ranked second, keeping up with fast fashion trend came in third while supply of raw materials was ranked fourth and inadequacy of business capitals came in the fifth rank.

Sustainability Issues in Fast Fashion Clothing

This paper aims to study the sustainability issues in the fast fashion clothing industry. The fast fashion industry quickly replicates the latest trends in clothing from fashion shows, catwalks etc. and makes it available at cheaper rates in retail markets. While this industry helps the youth to have access to new fashion at lesser rates, it uses such materials to make clothes that lead to waste that cannot be disposed of in an environment friendly manner. This leads to pollution of water, soil and air. This industry has a large number of consumers but when it comes to sustainability there is a challenge. In this paper consumer awareness on sustainability in fashion clothing and its impact on buying behavior is proposed to be studied. There is a general belief that consumer awareness transforms their buying behavior. The survey instrument is a questionnaire containing statements on the demographic profile of the respondents, their awareness levels regarding sustainability and their buying behavior in fast fashion clothing. The responses would be measured using a five point Likert scale. The respondents would be millennials and Gen Z as they are the biggest consumers in the fast fashion industry. Analysis would be done using Weighted mean scores and correlation to understand sustainability issues in the fast fashion industry. This paper would be of relevance to the players in fast fashion clothing and to policy makers in knowing consumer preferences, attitudes, awareness levels and their choices. This paper will thus help in bringing about changes in the fast fashion world to make it more sustainable. ___

Digital Platform, Spatial-Digital Fix, and the Reconfiguration of Apparel Production Networks

Digital Platform, Spatial-Digital Fix, and the Reconfiguration of Apparel Production Networks

Adoption of Eco-Friendly Waste Reduction Practices in the Clothing Retail Sector in Cape Town

The fashion and textile industry significantly contributes to environmental degradation through unsustainable manufacturing and waste disposal practices, particularly in South Africa's retail sector. This study examines the retail merchandise cycles of two prominent clothing retailers based in Cape Town, South Africa to identify stages that generate substantial fashion and textile waste and proposes a model to enhance sustainability within the industry. Adopting a qualitative, interpretive research paradigm, data were collected through purposive sampling and in-depth interviews with key personnel, primarily buyers, within the selected companies. The research involved mapping and analyzing each retail cycle phase to identify excessive waste generation points. The findings revealed that retailers produce considerable amounts of waste (pre- and post-consumer) due to fast fashion practices and insufficient recycling systems. While both companies acknowledged the importance of sustainability, there was a notable lack of concrete policies and limited visibility into supplier processes concerning environmental impact. The study identified specific departments and operations within the retail cycles responsible for significant waste production, highlighting the need for systemic changes. Based on these insights, an improved retail cycle model was developed emphasizing waste reduction through sustainable sourcing, enhanced recycling initiatives, and stricter supplier compliance measures. The proposed model aims to minimize environmental harm by integrating sustainability into all aspects of the retail process.

Leveraging customer learning and time-based targeting for fast fashion new arrivals

The fast fashion industry rapidly introduces new products, making early adoption among fashion innovators crucial for sustaining return on investment and setting fashion trends for the diffusion process. This study aims to identify fashion innovators by assessing their learning maturity and to determine the optimal timing for commercializing fashion new arrivals. By leveraging large-scale e-commerce data, we operationalized learning maturity based on customers' past purchase experiences and employed survival analyses to examine how different types of customer learning affect new product adoption across various times of the day and days of the week. Our findings reveal that learning about product features increases customers' likelihood of adopting new products, whereas learning about pricing decreases it. These learning effects are most pronounced for customers shopping at bedtime and on weekends due to variations in consumers’ cognitive resources. By demonstrating the significant effects of customer learning, this research uncovers new, time-varying, experience-based antecedents of new product adoption. Our results provide novel insights into the success of new fashion products, offering readily actionable guidance on targeting the right customers at the right time.

Delving into textile fast pyrolysis: A holistic study on the effects of feedstock and temperature variability

Perpetual fast fashion wave, dismal global recycling rate, and poor circularity of textiles urged sustainable textile waste disposal solution in lieu of incineration and landfilling. Herein, textile fast pyrolysis was mooted as a promising solution by dint of its fast disposal rate, mild pollutant emission, and multiple value-added products formation. Following ill-defined thermochemical behaviour of individual textiles, in-depth experimental exploration on textile fast pyrolysis was supplemented by feedstock characterization, product distribution, and product characterization to unravel the effects of feedstock (natural/synthetic) and temperature (500–900oC) variability on pyrolysis products. Textile fast pyrolysis harnessed pyrogas with two variable products, viz. retrievable chars and oils [natural textiles: cotton (C), denim (D), & cashmere/plant fibre (CP)] or non-retrievable chars and waxes [synthetic textiles: polyester (P), P/acrylic (PA), & P/cotton (PC)]. Melting and high aromaticity of polyethylene terephthalate (PET) rendered the synthesis of non-retrievable chars and waxes, separately. Given monotonic char yields (7.31–24.19 wt%) reduction with temperature, the oil/wax (53.19–75.19/60.46–70.52 wt%) and gas (13.44–33.67 wt%) yields were negatively correlated to each other. Twill-woven network of D contributed to exclusively high BET surface area of D chars (132.64–217.10 m2/g). All natural textile chars (28.56–32.88 MJ) exhibited comparable higher heating value (HHV) to commercial coals/coke (14.77–34.39 MJ/kg) and biochars (7.26–33.37 MJ/kg). Compared to the commercial fuels, raw textile oils (incombustible-10.14 MJ/kg) and textile waxes (15.88–23.18 MJ/kg) were inferior fuels with low HHV. Nonetheless, cotton (C & D) oils, CP oils, and P-based textile waxes had respective enriched content of levoglucosan (6.85–34.38 area%), triacetoneamine (6.22–21.09 area%), and benzoic acid (16.37–46.55 area%). Considering noteworthy H2 formation data sets (700–900oC; C700 only), natural textile pyrogas (62.75–79.02%) had greater syngas (H2 & CO) composition than synthetic textile pyrogas (62.48–68.23%). At optimal temperature of 900oC, textile fast pyrolysis generated pyrogas with H2:CO ratios (1.30–3.49 ≈ 2) that nearly ideal for Fischer-Tropsch synthesis. Conversely, textile fast pyrolysis also emitted pollutant gases that differ between natural (NH3, N2O, NO, & SO2) and synthetic [NH3 (excluding P), N2O, & NO2] textiles.

Fashion Dynamics: Exploring Demographic Influences on Clothing Purchases

The fashion industry plays a significant role in shaping emotional well-being, intertwined with the broader impact of globalisation. Amid this transformative era, the fashion sector faces profound changes, notably propelled by the emergence of fast fashion. This phenomenon redefines success by offering consumers extensive clothing options at affordable prices and facilitating frequent wardrobe updates. This study, employing a sample size of 100 respondents selected through the snowball technique, examines the influence of demographic segmentation on the rationale for clothing purchases. By delving into demographic factors such as age, gender and income, it aims to unravel the complexities of consumer behaviour within the dynamic fashion landscape. Understanding the intricate interplay between demographic characteristics and consumer preferences is pivotal for effective market segmentation, empowering corporations to tailor their strategies and offerings to meet diverse customer needs. This research highlights that there is no significant impact of age or income on the reason for buying clothes.

The faster the better? Comparing sustainability performance information in fast and luxury fashion

PurposeFashion brands, including fast and luxury segments, receive harsh criticism for engaging in unethical practices such as poor working conditions and environmental damage. As a result, fashion supply chains are pressured by stakeholders to publicly disclose internal supply chain performance information and to show a high level of supply chain transparency. This paper compares supply chain transparency in fast and luxury fashion in Europe.Design/methodology/approachBy applying the maturity curve of fashion supply chain transparency, developed by Muratore and Marques (2022), the websites of 20 fast and 20 luxury fashion brands were analysed and classified as Opaque, Translucent or Transparent.FindingsDespite its reputation, fast fashion demonstrated higher levels of transparency than luxury fashion. Luxury fashion only performed better in terms of the accessibility of sustainability information. Luxury brands avoided disclosing key transparency information, suggesting that they may be operating in contradiction to that which is inferred on their websites.Originality/valueThe findings of the study shed light on the sustainability credentials of the fashion industry, which has the potential to influence the purchase intentions of consumers, particularly millennials and Generation Z. Implications for practice are developed to highlight how fashion can improve its supply chain transparency.

Dopamine and Endorphins: A Study of Speed in Fashion as a Mechanism of Desire

This study delves into the contrasting mechanisms of fast fashion and slow fashion, examining how they operate as expressions of human desire driven by distinct neurological and philosophical underpinnings. Fast fashion, fueled by rapid production cycles and the influence of technology and capital, leverages dopamine-driven mechanisms to provide instant gratification. This model aligns with the short-term reward system, reinforcing consumer behaviors that lead to continuous purchases and cyclical consumption. However, this pursuit often results in environmental degradation, resource overuse, and psychological exhaustion among consumers. In contrast, slow fashion embodies a counter-narrative that emphasizes quality, sustainability, and long-term satisfaction, aligning with the endorphin-driven mechanisms. These endorphins, associated with deeper emotional fulfillment and resilience through challenges, promote a reflective, meaningful consumer experience. The philosophical analysis incorporates Schopenhauer’s concept of insatiable will, paralleling the endless desire perpetuated by fast fashion, and Nietzsche’s idea of the will to power, suggesting slow fashion as a creative and life-affirming response that embraces challenge and meaning. Ultimately, the article argues that while both fast and slow fashion engage human desire mechanisms, their impacts differ vastly in terms of sustainability, psychological well-being, and existential fulfillment. The study calls for a broader exploration of how technology, culture, and ethical considerations can reshape fashion consumption toward more sustainable and emotionally satisfying practices.

TEXTILE MERCHANDISING IN THE FAST FASHION ERA: ADAPTING TO RAPID CHANGE IN CONSUMER DEMANDS

Rapid changes in consumer preferences, technology breakthroughs, and mounting sustainability concerns have all had an impact on the fast fashion sector. This study investigates how textile merchandising is changing in this fast-paced world, with a particular emphasis on how companies are adjusting to meet customer expectations while maintaining speed and cost-effectiveness. By examining how these characteristics affect merchandising tactics, the study hopes to shed light on how fast fashion retailers can effectively negotiate the challenges of contemporary retail. The main goal of this study is to find out how fast fashion companies can handle sustainability issues and quickly adapt to changing consumer preferences by optimizing their merchandising strategies. The goal of the study is to comprehend how consumer behavior, sustainability, and technology interact to shape textile marketing techniques. To find new trends and best practices, this study uses a qualitative methodology to analyze secondary data from document analysis and scholarly literature. According to key results, technology is essential for enabling more individualized and flexible merchandising strategies, which enables firms to react swiftly to changing consumer expectations. Companies must manage this issue because the fast fashion model's emphasis on speed and inexpensive production frequently clashes with environmental objectives. Additionally, inventory management and coordination across many sales platforms are made more difficult by the omnichannel retail environment. The dependence on secondary data, which might not adequately reflect the subtleties of current customer behavior or the internal tactics of certain brands, is one of its limitations. Nonetheless, the results have important ramifications for theory and practice. The study theoretically advances our knowledge of how technology, sustainability, and consumer behavior interact in fast fashion merchandising. Practically speaking, it offers fast fashion companies’ useful information to improve their tactics, especially in the areas of inventory control, sustainability, and technological integration. Businesses can improve their competitiveness and long-term viability in a market that is changing quickly by implementing more adaptable, customer-centric strategies.

Inferring stellar parameters and their uncertainties from high-resolution spectroscopy using invertible neural networks

New spectroscopic surveys will increase the number of astronomical objects in need of characterisation by more than an order of magnitude. Machine learning tools are required to address this data deluge in a fast and accurate fashion. Most machine learning algorithms cannot directly estimate error, making them unsuitable for reliable science. We aim to train a supervised deep-learning algorithm tailored for high-resolution observational stellar spectra. This algorithm accurately infers precise estimates while providing coherent estimates of uncertainties by leveraging information from both the neural network and the spectra. We trained a conditional invertible neural network (cINN) on observational spectroscopic data obtained from the GIRAFFE spectrograph (HR10 and HR21 setups) within the Gaia-ESO survey. A key feature of cINN is its ability to produce the Bayesian posterior distribution of parameters for each spectrum. By analysing this distribution, we inferred stellar parameters and their corresponding uncertainties. We carried out several tests to investigate how parameters are inferred and errors are estimated. We achieved an accuracy of 28K in $T_ eff $, 0.06 dex in $ g$, 0.03 dex in Fe/H $, and between 0.05 dex and 0.17 dex for the other abundances for high-quality spectra. Accuracy remains stable with low signal-to-noise ratio (between 5 and 25) spectra, with an accuracy of 39K in $T_ eff $, 0.08 dex in $ g$, and 0.05 dex in Fe/H $. The uncertainties obtained are well within the same order of magnitude. The network accurately reproduces astrophysical relationships both on the scale of the Milky Way and within smaller star clusters. We created a table containing the new parameters generated by our cINN. This neural network represents a compelling proposition for future astronomical surveys. These derived uncertainties are coherent and can therefore be reused in future works as Bayesian priors.

CONSUMER PREFERENCES IN THE FASHION INDUSTRY: A COMPARATIVE ANALYSIS IN DEVELOPING AND DEVELOPED COUNTRIES

This study has taken into consideration the most important factors that influence consumers’ choice of clothing by analyzing some of the most popular brands in the market. The study was completed in two countries making a comparison between the preferences of consumers in a developed and developing country. The method used is the Analytic Hierarchy Process (AHP), which, by structuring the problem, makes it easier to classify the criteria that influence consumers’ evaluation of clothing brands. Six main criteria, sixteen sub-criteria, and different fast fashion brands were considered. The results of this method revealed different priorities regarding the criteria between the two regions even though the most preferred brand was the same. These results help the companies included in the study to not only improve their products, but to have a better approach to the customer, and strengthen their competitiveness.

Can Corporate Social Responsibility Shift Consumer Behavior? Insights from Scenario-Based Experiment in the Fast Fashion Industry

This study investigates the interplay between Corporate Social Responsibility (CSR) engagement and pricing strategies in shaping consumer purchase intentions in the fast fashion industry. Using a scenario-based experimental design with 267 participants, this research explores how different levels of CSR and two distinct price points influence purchasing behavior. Additionally, the moderating effects of individual differences, such as consumer wealth, motivations for sustainable behavior, and income, are examined. The findings indicate that higher levels of CSR engagement significantly enhance purchase intentions, particularly when combined with higher price points, perhaps due to consumer perceptions of CSR programs associated with more expensive brands as more authentic. However, price remains a critical factor for lower-income consumers, revealing an “ethical consumption gap” where affordability outweighs ethical concerns. Extrinsic motivations, such as social pressure, strongly influence wealthier consumers’ decisions, while intrinsic motivations show a more complex relationship with purchasing behavior. The findings provide practical insights for fast fashion brands, suggesting that aligning CSR with competitive pricing and authentic messaging is crucial for appealing to both price-sensitive and ethically conscious consumers.

The Environmental and Social Impacts of Fast Fashion on Youth: A Statistical Analysis

This abstract presents a concise overview of the research conducted on the impact It has gained significant popularity among young consumers due to its affordability and accessibility. However, this abstract highlights the adverse effects of fast fashion on youth in various aspects, including environmental sustainability, labor rights, and psychological well-being. The first section explores the environmental consequences of fast fashion. It discusses the excessive consumption and disposal of clothing, leading to significant resource depletion, pollution, and landfill waste. The detrimental effects of textile production, such as water pollution and greenhouse gas emissions, are also examined. Moreover, the concept of planned obsolescence and its contribution to a throwaway culture are discussed, emphasizing the need for sustainable alternatives. Fast fashion is being recognized as a prominent force in today's swiftly expanding fashion business, revolutionizing the way young people consume and engage with apparel. manufacturing and consumption of stylish, inexpensive clothing that are frequently inspired by runway trends and popular culture. While fast fashion is currently rising in popularity among young people throughout the world, its influence reaches far beyond passing fashion fads. implications of rapid fashion on teenage behavior, environment, and general well-being. Fast fashion is linked to unsustainable manufacturing and consumption practices, which cause severe environmental destruction. Fast fashion's environmental repercussions and lingering impacts on the earth, including as depletion of resources, and trash creation, can be illuminated through research. Fast fashion is based on low-cost production, which is frequently done in underdeveloped nations where workers endure terrible working conditions and low salaries. Learning about the social and economic repercussions on teenagers in these places can help improve working conditions and promote fair trade practices. In this research we will be using Statistical Package for Social Sciences (SPSS). As per the SPSS Analysis we get to know that in Reliability Statistics Cronbach’s Alpha is 0.784, Cronbach's Alpha Based on Standardized Items is 0.790 and Number of Items is 7. From the above results I conclude that in Reliability Statistics Cronbach’s Alpha is 0.784, Cronbach's Alpha Based on Standardized Items is 0.790 and Number of Items is 7.

Building loyalty in the fast fashion market: The key role of customer brand identification

ABSTRACT This research proposes a novel conceptual model based on the Social Identity Theory (SIT) to identify the customer’s path to brand loyalty in the fast fashion industry. For this purpose, the following constructs are considered: customer brand identification (CBI), customer brand satisfaction (CBS), active brand word of mouth (ABWOM), passive brand word of mouth (PBWOM) and behavioural brand loyalty (BBL). To accomplish this research goal, a sample of 368 customer surveys was collected in Spain, and the data were analysed using descriptive statistics and Structural Equation Modelling (SEM). The results show that the main influences are, in this order: CBI on PBWOM, CBS on ABWOM and CBI on CBS. This study represents a pioneering effort in delving into the unexplored path leading from CBI to BBL in the dynamic fast fashion landscape. What is more, this research also introduces a highly novel perspective by differentiating between the active and passive components of customer word of mouth, a perspective that has thus far been under-researched. Several management guidelines are offered to improve the brand management strategies of operators in the industry through a deeper understanding of consumer behaviour.

From waste to advanced resource: Techno-economic and life cycle assessment behind the integration of polyester recycling and glucose production to valorize fast fashion garments

This work demonstrates the technical, economic, and environmental viability of integrating enzymatic hydrolysis, mechanical refining, and total chlorine-free (TCF) bleaching processes for industrial-scale production of glucose from textile waste. The process features an innovative mechanical refining pretreatment coupled with TCF oxidation of dyes to achieve over 90% improvement in enzymatic hydrolysis yields of cotton textile waste while also promoting the purification and recycling of synthetic fibers. A comprehensive techno-economic analysis was performed based on a 14,000 bone dry tons (BD tons) annual glucose production line, utilizing both 100% cotton and cotton/polyester blends, which reveals capital investments ranging from USD 5.6 to 7.9 million, with manufacturing costs per ton of glucose varying between USD 215 and USD 475, depending on the textile blend used. The cotton/polyester 50/50 blend scenario had the lowest minimum selling price (USD 290 per ton of glucose) due to the revenue from the unhydrolyzed synthetic fibers, which are a valuable and key co-product. A sensitivity analysis highlights the significant influence of recycled polyester content and market prices on the economics. Additionally, a life cycle assessment was performed to compare the carbon footprint of the four scenarios. In contrast to other existing pretreatments that can contribute to up to 70% of the emissions in enzymatic hydrolysis of textiles, the mechanical refining pretreatment can contribute as low as 10% of the total emissions in the process proposed in this work. Even when certain challenges remain, such as the development of a robust supply chain model, the conversion pathway shown in this work for upcycling cotton textile waste into value-added chemicals represents a promising opportunity to combat textile landfilling and foster the circular economy within the industry.