Fashion consumption practices of millennials women: between fast and slow fashion

Abstract

Purpose: The ephemeral nature of fast fashion has influenced a change in people's thinking around the world about its production and consumption practices. This change in social behavior has been noticed, as people question the current way of consuming and provoke what has been called slow fashion. In this way, how is the adherence to 'practices' of fashion consumption, considered as slow fashion, by young women, an age group inserted in the millennials classification? Would it be a transition from fast to slow?Design/methodology/approach: This research has a qualitative approach, and its type is classified as exploratory, making use of the interview as a data collection technique.Findings: The results showed a steady consumption within the large retail of fast fashion due to low prices, convenience, and easy access. However, the interviewees showed trends in positioning for the consumption of slow products.Originality/value: It is concluded that fast fashion, until nowadays, is the concrete and hegemonic practice of fashion consumption, and it is not possible to view it as an ex-practice, since the three criteria of its classification still remain connected. As for slow fasion, this is in a proto-practice state, as component elements are identified, but connections have not yet been made.

Factors Influencing Indonesian Consumers’ Behaviour in Fashion Renting

“…Looking at the majority of the respondents, more than half are 21-30 years old, which are categorised between millennials and Gen Z. Supported by Araújo et al (2022), despite price as millennials' influencing factor in fashion consumption, millennials prefer to spend more for products that help them to be more environmentally responsible. The approval of this hypothesis indicates and supports the previous study done by Gam (2011) and Lee and Chow (2020) that state modern consumers are worried about the environment and will do anything to help mitigate environmental problems, in this study, their view toward the benefit of fashion renting.…”

“…Because of this, the respondents are presumably choosing to participate in fashion renting activities. Similar to Araújo et al (2022), their respondents decided to rent due to a concern about not having the clothes often used. In the study, it was quoted from the interviewee stated that she preferred to rent the clothes rather than have the dress left in the wardrobe after being worn once.…”

“…It is possible that these respondents are accounted more for the value they are getting, such as lower price, the enjoyable factor of renting, and also its ecological reasonings. In a study by Araújo et al (2022), it was found that one of the biggest reasons behind the uprising of fast fashion is due to its low price. For this reason, contamination may not play a crucial role in affecting the respondents' perception of fashion renting.…”

Behavior of Russian Premium Fashion Consumers and Designers after the COVID-19 Pandemic and International Sanctions

“…Changes in consumers' and producers' behaviors in a crisis are the subject of research by scholars from different countries, especially in the markets of countries with developing economies, which, for some reasons, find themselves in a situation of pressure from economic sanctions and a boycott of manufacturers and brand owners [17][18][19][20]. Over the past two years, studies have focused on how fashion goods consumer behavior has changed during and after the COVID-19 crisis in developing countries.…”