Democracy in female fast-fashion: A case study in Taiwan

Abstract

This article investigates the influences of fast-fashion on the dynamic performance of dressed bodies of female consumers aged 18–45 in Taiwan, the demographic that most enjoys buying fast-fashion clothing. It analyses the types of fashion democracy that fast-fashions provide Taiwanese female consumers. This article also proposes an alternative qualitative research method and concept that allows researchers to investigate the intricate relationships between clothing, the body and society by reviewing the interactive relationship between clothing patterns and wearers’ bodies. Findings show that Uniqlo is the most popular fast-fashion brand in Taiwan exhibiting fashion democracy for Taiwanese female consumers.