Fast fashion: business models and strategies for adapting to the COVID-19 crisis

Li, Ling

doi:10.1108/jfmm-04-2022-0077

Cited by 6 publications

(5 citation statements)

References 19 publications

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“…To address the negative effects of fast fashion, it's crucial to delve into consumer behavior and environmental impacts, areas often overlooked in existing research (Simpson, 2019). These sustainable alternatives not only offer ethical consumption choices but also align with emerging post-COVID values of sustainability, transparency, and environmental consciousness (Li, 2023). As the fashion industry evolves, digitalization and eCommerce are expected to further amplify the adoption of these alternatives.…”

Section: Fast Fashionmentioning

confidence: 99%

“…Additionally, one in three Spaniards increases second-hand purchases due to sustainability concerns (Álvarez, 2021). Therefore, the industry must adapt, promoting sustainable business models (Li, 2023), as consumers prioritize social responsibility in their purchasing decisions.…”

Section: Consumer Behaviormentioning

confidence: 99%

“…Based on the DTPB, the framework expands by including trust and decomposing perceived utility into four dimensions. Additionally, variables related to COVID-19 are considered, since the coronavirus constitutes an extraordinary circumstance that could directly influence behavior and affect behavioral intention and its causal relationship with it (Jílková & Králová, 2021;Li, 2023;Liu et al, 2021). Named "Behavioral Intention," this model seeks to enhance explanatory and predictive capacity regarding VCEPs adoption, providing a more accurate view of the process.…”

Section: Model Proposal: Behavioral Intentionmentioning

confidence: 99%

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Analyzing Behavioral Intention on Sharing Economy Platforms as an Alternative to Fast Fashion

Ruiz-Navarro,

Hintzmann,

Corrons

2024

Preprint

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This study analyzes people's attitude and behavior toward the sharing economy (SE), with special attention to virtual clothing exchange platforms (VCEPs) as an alternative proposal to fast fashion. The objective is to understand the factors and variables that influence the adoption of these SE practices and develop a model that explains this process, applying the Decomposed Theory of Planned Behavior (DTPB). For this purpose, the Structural Equation Model (SEM) methodology has been used as part of the empirical analysis of the variables. Based on the areas of consumer behavior and technological innovations, the research delves into the background of consumer attitudes and intentions within these platforms and strives to discern whether usage motivations stem from economic, environmental, or social considerations. The proposed model has also considered the influence that COVID-19 may have on behavioral intention. Likewise, the research contributes to knowledge in the field of human behavior and offers a new perspective on the consumer in the SE. This research addresses an underexplored area and is important for understanding and promoting the adoption of the SE in the fashion context.

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Section: Fast Fashionmentioning

confidence: 99%

Section: Consumer Behaviormentioning

confidence: 99%

Section: Model Proposal: Behavioral Intentionmentioning

confidence: 99%

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Analyzing Behavioral Intention on Sharing Economy Platforms as an Alternative to Fast Fashion

Ruiz-Navarro,

Hintzmann,

Corrons

2024

Preprint

View full text Add to dashboard Cite

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“…Su et al, 2022); and the effectiveness of business models in adapting to the crisis (e.g. Li, 2023). Despite these prior studies, opportunities for additional research remain.…”

Section: Crisis Management In the Fashion Industrymentioning

confidence: 99%

Responding with care: ethical measures in the fashion industry during the COVID-19 pandemic in Spain

Castillo,

Gutierrez,

Montiel

et al. 2023

JFMM

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PurposeThis paper aims to analyze the ethical responses of the fashion industry to the first wave of the COVID-19 pandemic when the entire world was shocked by the rapid spread of the virus. The authors describe lessons from emergency ethics of care in the fashion industry during the initial months of COVID-19, which can assist fashion managers in improving ethical decisions in future operations.Design/methodology/approachRapid qualitative research methods were employed by conducting real-time, in-depth interviews with key informants from multinational fashion companies operating in Spain, a severely affected region. A content analysis of news articles published during the first months of 2020 was conducted.FindingsFive critical disruptions in the fashion industry were identified: (1) changes in public needs, (2) transportation and distribution backlogs, (3) defective and counterfeit supplies, (4) stakeholder relationships at stake and (5) managers' coping challenges. Additionally, five business survival responses with a strong ethics of care component were identified, implemented by some fashion companies to mitigate the damage: (1) adapting production for public well-being, (2) enhancing the flexibility of logistic networks, (3) emphasizing quality and innovation, (4) reinventing stakeholder collaborations and (5) practicing responsible leadership.Originality/valueDespite the well-documented controversies surrounding unethical practices within the fashion industry, even during COVID-19, our findings inform managers of the potential and capability of fashion companies to operate more responsibly. The lessons learned can guide fashion companies' operations in a post-pandemic society. Furthermore, they can address other grand challenges, such as natural disasters, geopolitical conflicts and climate change.

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“…To meet increasing demands for clothing while keeping prices low, fashion companies often outsource production to low‐wage countries, a practice that had serious environmental and social consequences locally (Niinimäki et al, 2020). The global market is expected to grow at a Compound Annual Growth Rate of 5.3% from 2025 and reach over 210 million USD in 2030 (Li, 2023). In the meantime, as demonstrated by the Fridays for Future phenomenon, environmental awareness has increased, especially among young people (Beckh & Limmer, 2022).…”

Section: Introductionmentioning

confidence: 99%

Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry

et al. 2023

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Movements like “Fridays for Future” have heightened attention to the need for sustainability, particularly among Generations X, Y, and Z. However, the consumption of fast fashion and so‐called ultra‐fashion products—an ecologically harmful business model—continues to gain momentum, especially among young consumers, not least due to fear of missing out (FOMO). FOMO is well‐known among marketing professionals as a strong trigger for frequently recurring buying behavior. Over the past 5 years, scholars have become increasingly interested in how FOMO triggers buying behavior and have begun to incorporate FOMO in their cognitive models. However, the influence of FOMO on individual fashion purchases and the relationship between brand credibility and sustainable fashion production is not yet well understood. Utilizing cross‐sectional data from three distinct samples in Switzerland and the United States, our study, which included over 650 participants, reveals that brand credibility and FOMO exert direct influences on consumers' purchase intentions for fast fashion products. We identify that FOMO has a negative moderating effect on the relationship between brand credibility and fast fashion purchase intentions. Suggesting that consumers with strong FOMO are less interested in brand credibility when making a purchase decision than those without FOMO. Additionally, we demonstrate that our findings apply to both fast and slow fashion, the latter encompassing sustainably produced fashion. Ultimately, we provide novel empirical evidence of FOMO's influence on buying behavior and shed light on the complex interplay between brand credibility, sustainability, and consumer behavior in the fashion industry.

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Fast fashion: business models and strategies for adapting to the COVID-19 crisis

Cited by 6 publications

References 19 publications

Analyzing Behavioral Intention on Sharing Economy Platforms as an Alternative to Fast Fashion

Analyzing Behavioral Intention on Sharing Economy Platforms as an Alternative to Fast Fashion

Responding with care: ethical measures in the fashion industry during the COVID-19 pandemic in Spain

Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry

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