ANALYSING THE CONSUMER BEHAVIOR IN THE FASHION INDUSTRY

ANALYSING THE CONSUMER
BEHAVIOR IN THE FASHION
INDUSTRY
A fast fashion approach

CONTENTS
Page
Introduction

3

The fast fashion context

5

- Fast Vs Slow fashion

6

- Groups of fashion consumers

7

The Consumer Decision Process model

9

Luxury in fast fashion

12

- Hedonism in luxury fast fashion brands

12

- Hedonism in fast fashion counterfeit products

13

Discussions

14

Conclusions

16

References

17

2

INTRODUCTION

This essay will discuss about the consumer behavior in the fast fashion industry within a fast fashion approach. It is a reflective essay which means that I went through five different articles regarding this theme and that I will summarize them, highlight their most important findings, compare them and discuss them on my personal way.
As I said, I based my essay on five articles. The first one was written by Maegan
Watson and Ruoh-Nan Yan in 2013 which title is ‘An exploratory study of the decision processes of fast Vs slow fashion consumers’ and it explores the main differences between fast and slow fashion consumers regarding their consumer decision process making. The second article was written by Karen Miller in 2012 with the title ‘Hedonic customer responses to fast fashion and replicas’ and it mainly focuses on pleasureseeking activities or luxury-fast-fashion.The third article I used was conducted by
Veronica Gabrielli, Ilaria Baghi and Vanni Codeluppi also in 2012 with the title
‘Consumption practices of fast fashion products: a consumer based-approach’ and it investigates the consumption practices of fast fashion products. The fourth article was written by Umut Ayman and Anil Kaya in 2014 with the title ‘Consumption of branded fashion apparel: gender differences in behavior’ that as the title suggests, examines the differences according to gender in behavior. My fifth and last article was written by
Soyoung Kim and Briana Martinez also in 2012 with the

References: According to Sproles (1974), fashion can be defined as a consumer behavioral phenomenon, surrounding both tangible and non-tangible contexts, within the realm of social influence and diffusion. Schultheis (1988) selected a sociological perspective and stated that fashion acts as a sign and helps differentiate taste, social identity and cultural capital. To understand modern consumerism, Campbell (1994) emphasized that fashion involves the imitative and differentiating characteristics which have caused continuous change to occur. Behling (1985) suggested that the median age of society and the economic state of society may affect the rate at which fashion is accepted recently, Cholachatpinyo (2002) developed a framework of the fashion transformation process model in which two important fashion forces (differentiating force and advantage in the market. According to Sheridan (2006), fast fashion is considered to be a new business model whose new activities lead to a shorter and more flexible supplychain and more rapid response to the market More recently, authors like Cashon and Swinney (2011) have focuses on the consumer’s role in the fast fashion phenomenon Swinney (2011) believe that the fast fashion phenomenon lies on the union of: a short time gap between production and distribution, and, trendy, fashionable products that are