Fast but Slow: Analysis of Fast Fashion Development Path from the Consumer Perspective

Research Article
Open access

Fast but Slow: Analysis of Fast Fashion Development Path from the Consumer Perspective

Yidan Wang 1*
  • 1 Shanghai University of International Business and Economics    
  • *corresponding author s3964839@student.rmit.edu.au
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/36/20231788
AEMPS Vol.36
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-093-6
ISBN (Online): 978-1-83558-094-3

Abstract

In recent years, the fast fashion industry as a whole has been on a downward trend. In China, although the fast fashion industry occupies a large market share, the consumption behavior of the main consumers of the fast fashion industry is changing because of the transformation of consumer perceptions and the rise of the Internet and e-commerce. And this will subconsciously affect the sales of fast fashion brands. Therefore, it is important to explore the sustainable development path of the fast fashion industry and new marketing models for the future development of this industry. This essay examines the benefits and drawbacks of this business model from the perspective of the fast fashion industry's present state of development. This article also analyzes the key consumers of the fast fashion industry's products today and the effects of the industry on its customers. By listing the established marketing strategies of the fast fashion industry, the future direction of the industry's development is extended and analyzed.

Keywords:

fast fashion, consumers, marketing strategy, sustainable development

Wang,Y. (2023). Fast but Slow: Analysis of Fast Fashion Development Path from the Consumer Perspective. Advances in Economics, Management and Political Sciences,36,78-84.
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References

[1]. Su, J., and Chang, A. (2018). Factors affecting college students' brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management, 46(1), 90-107.

[2]. Kim, J., Park, J., and Glovinsky, P. L. (2018). Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers. Journal of Fashion Marketing and Management, 22(3), 301-316.

[3]. He, SY. (2022). Research on the development strategy of fast fashion brands based on consumer preferences. Wuhan Textile University. DOI:10.27698/d.cnki.gwhxj.2022.000497.

[4]. Chen, YH. (2020). The survival strategy of the fast fashion industry under the sustainable development trend. Textile Reports, 39(12), 29-30.

[5]. He, LL. (2015). Analysis of the current situation, trends and development strategies of "fast fashion" in China and abroad. Marketing Research, 11, 22-24.

[6]. Zhang, J. (2023). Reflections on the issue of fast fashion clothing and its sustainable development. West Leather, 45(06), 48-50.

[7]. Kotler, P., and Armstrong, G. (2020),' Principles of Marketing', 17ed

[8]. Liu, B. (2019). Materialism, environmental awareness and the consumer logic of fast fashion brands. Human Geography, 34(01), 99-105.

[9]. Ma, DL. (2022). Research on young consumers' consumption concepts and related marketing strategies. Business Culture, .529(04), 56-57.

[10]. Peng, YC. (2021). Study on UNIQLO's brand marketing strategy in China. Xinjiang University of Finance and Economics. DOI:10.27428/d.cnki.gxcjc.2021.000022.

Cite this article

Wang,Y. (2023). Fast but Slow: Analysis of Fast Fashion Development Path from the Consumer Perspective. Advances in Economics, Management and Political Sciences,36,78-84.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-093-6(Print) / 978-1-83558-094-3(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.36
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Su, J., and Chang, A. (2018). Factors affecting college students' brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management, 46(1), 90-107.

[2]. Kim, J., Park, J., and Glovinsky, P. L. (2018). Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers. Journal of Fashion Marketing and Management, 22(3), 301-316.

[3]. He, SY. (2022). Research on the development strategy of fast fashion brands based on consumer preferences. Wuhan Textile University. DOI:10.27698/d.cnki.gwhxj.2022.000497.

[4]. Chen, YH. (2020). The survival strategy of the fast fashion industry under the sustainable development trend. Textile Reports, 39(12), 29-30.

[5]. He, LL. (2015). Analysis of the current situation, trends and development strategies of "fast fashion" in China and abroad. Marketing Research, 11, 22-24.

[6]. Zhang, J. (2023). Reflections on the issue of fast fashion clothing and its sustainable development. West Leather, 45(06), 48-50.

[7]. Kotler, P., and Armstrong, G. (2020),' Principles of Marketing', 17ed

[8]. Liu, B. (2019). Materialism, environmental awareness and the consumer logic of fast fashion brands. Human Geography, 34(01), 99-105.

[9]. Ma, DL. (2022). Research on young consumers' consumption concepts and related marketing strategies. Business Culture, .529(04), 56-57.

[10]. Peng, YC. (2021). Study on UNIQLO's brand marketing strategy in China. Xinjiang University of Finance and Economics. DOI:10.27428/d.cnki.gxcjc.2021.000022.

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