ANALYSING THE CONSUMER
BEHAVIOR IN THE FASHION
A fast fashion approach
The fast fashion context
- Fast Vs Slow fashion
- Groups of fashion consumers
The Consumer Decision Process model
Luxury in fast fashion
- Hedonism in luxury fast fashion brands
- Hedonism in fast fashion counterfeit products
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 title ‘Fashion consumer groups and online shopping at private sale sites’ with the aim to divide shoppers of private sales sites into distinct fashion consumer groups.
I based my essay mainly in the first two articles, as all the remaining three were only used as sources to complement and reinforce the information defended in the first studies. The fact that all the articles I based on to build my essay were conducted in the last five years offers fresh insights into the subject which allowed me to take the most out of them. Plus the fact that all the articles were written by different schools around the globe offers different perspectives and samples for the same theme. The structure of my essay is very simple. I divided it in three chapters as indicated in the content and in the end it will be able to find a discussion section where I discuss the address themes and where manly I give my personal opinion and practical examples. Then I made some brief conclusions and at the end references can be found.
At the end of this essay I will be able to answer these two questions where I am focusing this paper:
What are the differences between fast and slow fashion consumers?
What is the nature of hedonic value for consumers of both fast fashion and fastto-market luxury fashion replicas?
I hope my essay is clear and objective and that the way I discuss some of the topics can add some value to this topic.
THE FAST FASHION CONTEXT
In order to understand the fast fashion phenomenon, I find it important to explore briefly some fashion theories.
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...
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
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