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    Fast Fashion and Social Media

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    Mai
    The document discusses literature around fast fashion and sustainability. It summarizes several studies that have looked at different aspects of fast fashion including its unsustainable nature, industry efforts towards sustainability, and consumer attitudes and behaviors. One study found that while consumers express concern for sustainability, it has little influence on their clothing purchases. Another study identified different consumer segments with varying values that influence apparel purchases. Social media was also identified as a potential factor impacting consumers' sustainable intentions and buying behaviors.

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    Fast Fashion and Social Media

    Uploaded by

    Mai
    185 views4 pages
    The document discusses literature around fast fashion and sustainability. It summarizes several studies that have looked at different aspects of fast fashion including its unsustainable nature, industry efforts towards sustainability, and consumer attitudes and behaviors. One study found that while consumers express concern for sustainability, it has little influence on their clothing purchases. Another study identified different consumer segments with varying values that influence apparel purchases. Social media was also identified as a potential factor impacting consumers' sustainable intentions and buying behaviors.

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    The short essay sheds light on the literature review on fast fashion in relation with social media

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    The document discusses literature around fast fashion and sustainability. It summarizes several studies that have looked at different aspects of fast fashion including its unsustainable nature, industry efforts towards sustainability, and consumer attitudes and behaviors. One study found that while consumers express concern for sustainability, it has little influence on their clothing purchases. Another study identified different consumer segments with varying values that influence apparel purchases. Social media was also identified as a potential factor impacting consumers' sustainable intentions and buying behaviors.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    185 views4 pages

    Fast Fashion and Social Media

    Uploaded by

    Mai
    The document discusses literature around fast fashion and sustainability. It summarizes several studies that have looked at different aspects of fast fashion including its unsustainable nature, industry efforts towards sustainability, and consumer attitudes and behaviors. One study found that while consumers express concern for sustainability, it has little influence on their clothing purchases. Another study identified different consumer segments with varying values that influence apparel purchases. Social media was also identified as a potential factor impacting consumers' sustainable intentions and buying behaviors.

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    Literature Review

    Fast-fashion, generally recognized by several clothing giants like Zara or H&M, is the

    term used to describe a collection of garments that are produced quickly at low costs in

    response to the latest fashion trend available. Companies operating in this industry are

    characterized by their fast and massive production cycles, with a strong emphasis on speed in

    every step of their supply chains, from designing stage to shipping fashion items to the final

    customers. By its nature, fast-fashion promotes unsustainability through constant disposals

    and throwaways of outdated clothing pieces (Joy et al. 2015).

    McNeill & Moore (2015) acknowledged that though fast-fashion has long been

    criticized for engaging in unsustainable activities, recent efforts of fast-fashion producers in

    changing the industry unethical image, like switching to sustainable fibers or promoting

    second-hand and renewable garments exchanges, has been neglected or not given enough

    credits. In a contrast view, Wicker (2016) perceived such attempt, namely H&M initiative to

    persuade customers to exchange old clothes with vouchers at H&M stores, as an

    oversimplification. In practice, the idea of recycling fast-fashion items might be unrealistic.

    Only a small percentage of old clothes received from customers was actually recycled to

    create new textile fibers; and barely do secondhand stores accept the inexpensive, low-in-

    resale-value fast-fashion pieces, thus these old clothes are likely to end up in the trash

    (Wicker 2016). Wicker (2016) also explicitly highlighted the severe impacts of trashing

    clothes: costs of waste going to landfill, toxins emitted by burning fibers and long period of

    biodegradation.

    However, as a magazine article, Wicker's (2016) point of view is to some extent

    biased towards attributing all the unethical to the industry itself, while neglected another

    important player who greatly contributed to the rising popularity and development of the fast-

    fashion industry: consumers. Young adults are deemed the most attractive segment that fast-

    1
    fashion producers constantly try to exploit, given their continual desire to catch up with the

    current luxury styles in relation with their limited income (Joy et al. 2015). Joy et al. (2015)

    found that young customers often segregate fashion from sustainability, that means,

    sustainability would have little, if not none, influence on their choice of clothing, even when

    they are concerned about such green values. Critically, the conclusion made by Joy et al.

    (2015) might have been over-generalized due to the homogeneous demographics of most

    participants in their sample.

    McNeill & Moore (2015) met with Joy et al. (2015) at identifying customers' attitudes

    and their subsequent behaviors towards sustainable fashion, that positive attitude to

    sustainability does not necessarily translate into actual purchases of sustainable fashion. This

    was also mentioned as a limitation in Orpha & Vandenbosch’s (2017) article. Fast-fashion can

    only change its non-sustainable nature if both producers and consumers are involved in the

    trade of sustainable items. The major difference between the two article lies on the fact that

    McNeill & Moore (2015) did not focus on the general group of young people, yet classified

    fashion customers into 3 types: 'self', 'social', 'sacrifice'. Each group holds different, or even

    contradictory, values and assumptions in purchasing garments, implying different marketing

    strategies targeted at each specific group are needed in promoting sustainable fashion. The

    generalizability of the study is restricted by its small-sized convenience sampling method. But

    elicits further investigation, for example a longitudinal research on how sustainable fashion

    would adapt to customer needs in the long run, as attitudes and behaviors have been found to be

    changing over time, especially when associated with different levels of self-identity (McNeill

    & Moore 2015).

    Another research on young customers conducted by Orpha & Vandenbosch (2017)

    referred to the existence of social media platforms as one of the potential factors

    manipulating buyers' sustainable intention. More exposure to environmentally-friendly or

    2
    sustainable content can predict positive attitude towards sustainable apparel, which leads to a

    higher intention to buy; while fashion blogs and fast-fashion promotions would indicate the

    opposite.

    3
    Works Cited

    Joy A, Sherry Jr, JF, Venkatesh, A, Wang, J & Chan, R 2015, 'Fast Fashion, Sustainability,

    and the Ethical Appeal of Luxury Brands', Fashion Theory, vol. 13, no. 3, pp. 273-96,

    viewed 24 April 2019, retrieved from Taylor & Francis online database.

    McNeill, L & Moore, R 2015, 'Sustainable fashion consumption and the fast fashion

    conundrum: fashionable consumers and attitudes to sustainability in clothing choice',

    International Journal of Consumer Studies, vol. 29, no. 3, pp. 212-22, viewed 29

    April 2019, retrieved from Business Source Premiere database.

    Orpha, dL & Vandenbosch, L 2017, 'Media and sustainable apparel buying intention',

    Journal of Fashion Marketing and Management, vol. 21, no. 4, pp. 483-98, viewed 30

    April 2019, retrieved from ABI/INFORM Collection database.

    Wicker, A 2016, 'Fast Fashion Is Creating an Environmental Crisis', Newsweek, vol. 167, no.

    9, 9 September, retrieved from ABI/INFORM Collection database.

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