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A systematic review on fast fashion

Fast fashion industry is consisted of numerous brands; including but not limited to Uniqlo, H&M, Mango, Shein and Padini. It has established itself as the staple source for consumers to shop for a wide range of apparels for past decades in the apparel industry. In contrary to such prominence in...

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Main Authors: Osman, Syuhaily, Ying, Wing Loo, Lau, Nur Jasmine Leby
Format: Article
Published: Faculty of Human Ecology, Universiti Putra Malaysia 2022
Online Access:http://psasir.upm.edu.my/id/eprint/100469/
https://eco1.upm.edu.my/malaysian_journal_of_human_ecology_mjhe-3740
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spelling my.upm.eprints.1004692023-12-15T02:42:24Z http://psasir.upm.edu.my/id/eprint/100469/ A systematic review on fast fashion Osman, Syuhaily Ying, Wing Loo Lau, Nur Jasmine Leby Fast fashion industry is consisted of numerous brands; including but not limited to Uniqlo, H&M, Mango, Shein and Padini. It has established itself as the staple source for consumers to shop for a wide range of apparels for past decades in the apparel industry. In contrary to such prominence in consumers’ daily life and the industry, fast fashion is not commonly researched and often studied as traditional fashion, separate category in the apparel industry. Furthermore, the recent rise of environmental consciousness has brought to the occurrence of contradictory behaviour among fast fashion consumers. This paper aims to provide a comprehensive understanding on fast fashion. Analyses from 23 past studies on various aspects of fast fashion (operation management, consumer science, textile engineering, business administration and fashion design) revealed that it is a business model that practises management strategies that contributed to its success in the apparel industry. Fast fashion’s trendy designs and strategic pricing are the common factors that attract consumers’ purchasing behaviour. However, many studies are found to criticise its business model as being unsustainable. The findings also identified gaps of literature in fast fashion concerning behavioural intention, brand perception and trend adoption, even more so in Malaysian context. The literature has been saturated with qualitative approaches which have produced consistent themes (pricing factor, trendiness, sustainability); thus it is recommended to use quantitative approaches to test the prevalence of these themes. Faculty of Human Ecology, Universiti Putra Malaysia 2022 Article PeerReviewed Osman, Syuhaily and Ying, Wing Loo and Lau, Nur Jasmine Leby (2022) A systematic review on fast fashion. Malaysian Journal of Human Ecology (MJHE), 3. 58 - 70. ISSN 2773-4951 https://eco1.upm.edu.my/malaysian_journal_of_human_ecology_mjhe-3740
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Fast fashion industry is consisted of numerous brands; including but not limited to Uniqlo, H&M, Mango, Shein and Padini. It has established itself as the staple source for consumers to shop for a wide range of apparels for past decades in the apparel industry. In contrary to such prominence in consumers’ daily life and the industry, fast fashion is not commonly researched and often studied as traditional fashion, separate category in the apparel industry. Furthermore, the recent rise of environmental consciousness has brought to the occurrence of contradictory behaviour among fast fashion consumers. This paper aims to provide a comprehensive understanding on fast fashion. Analyses from 23 past studies on various aspects of fast fashion (operation management, consumer science, textile engineering, business administration and fashion design) revealed that it is a business model that practises management strategies that contributed to its success in the apparel industry. Fast fashion’s trendy designs and strategic pricing are the common factors that attract consumers’ purchasing behaviour. However, many studies are found to criticise its business model as being unsustainable. The findings also identified gaps of literature in fast fashion concerning behavioural intention, brand perception and trend adoption, even more so in Malaysian context. The literature has been saturated with qualitative approaches which have produced consistent themes (pricing factor, trendiness, sustainability); thus it is recommended to use quantitative approaches to test the prevalence of these themes.
format Article
author Osman, Syuhaily
Ying, Wing Loo
Lau, Nur Jasmine Leby
spellingShingle Osman, Syuhaily
Ying, Wing Loo
Lau, Nur Jasmine Leby
A systematic review on fast fashion
author_facet Osman, Syuhaily
Ying, Wing Loo
Lau, Nur Jasmine Leby
author_sort Osman, Syuhaily
title A systematic review on fast fashion
title_short A systematic review on fast fashion
title_full A systematic review on fast fashion
title_fullStr A systematic review on fast fashion
title_full_unstemmed A systematic review on fast fashion
title_sort systematic review on fast fashion
publisher Faculty of Human Ecology, Universiti Putra Malaysia
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/100469/
https://eco1.upm.edu.my/malaysian_journal_of_human_ecology_mjhe-3740
_version_ 1787137209966526464
score 13.223943

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