The growth of fast fashion: A qualitative study exploring the impact on younger and older consumers.

Abstract

The aim of this research is to understand the impact of the fast fashion strategy. By analysing the topic, the researcher has explored the influences and effects fast fashion has on consumers whilst shopping for clothes. Moreover the researcher examined whether the fast fashion strategy affects females from all age groups. The study was qualitative based and 16 in-depth interviews were undertaken with females. Using purposive sampling, the respondents were chosen based on their age in order to gain a wide knowledge of consumers' shopping habits. The questions were based on themes developed in the literature review and the researcher's initial aim and objectives. Overall the results of the 16 interviews revealed that young consumers were drawn to the idea of the fast fashion movement, while older consumers were steadily accepting the strategy. The main reasoning behind this result was that young consumers want cheap and chic clothing rather than quality clothing. Older respondents also value affordable clothing; but are drawn to it in the form of supermarket fashion. However, some older consumers still require quality when purchasing clothing. Due to time constraints, the researcher only gained a female perspective of fast fashion. For future studies, it would be valuable to investigate the effect fast fashion has on male consumers and further examine the impact of supermarket fashion on consumers.