Consumer Perceptions the Limited Lifespan of Fast Fashion Apparel

Little research has focused on the specific factors that contribute to the short lifecycle of fast fashion, as well as consumer feelings about the limited lifespan of fast fashion. The present research addresses this gap in the existing research. Thirteen female undergraduate students who are consumers of fast fashion and majoring in design and/or merchandising management have been interviewed. The first objective is to understand the factors that prompt consumers to stop wearing fast fashion apparel. These factors include communicative failure of the garments, including quality issues, fit issues and meaning conflict, as well as boredom. The second objective is to understand how these factors change the feelings of consumers about such items. The findings are explained within the context of the symbolic interaction theory. The third objective is to learn how consumers feel about the limited lifespan of fast fashion apparel. These feelings range from neutral to negative with regards to monetary investment, and positive to negative in terms of social and environmental implications. Based on the findings, a model is developed to describe why consumers purchase fast fashion, stop wearing fast fashion, their perceptions of the social implications, and their coping strategies and justification for fast fashion.