RESEARCH PROJECT
Popularity of fast fashion
Fast fashion is a term used to describe a highly profitable and exploitative business model based on replicating catwalk trends and high-fashion designs, mass-producing them at low cost.
There has been a clear shift in consumer trends and buying behavior, with young people leading the way. Customers are making more conscious decisions when it comes to sustainability, ethical production, and shopping with purpose, placing increasing pressure on brands to do better but fast fashion is still popular and trendy among young people more so these days with the rise of technology and the age of social media.
The purpose of my research on fast fashion is to get a better understanding of what fast fashion is, if young people know and understand what it is, why it is so popular among the young people, factors that influence its popularity, common brands, and how they feel about fast fashion.
The main questions that the research will be answering are:
Do young people know what fast fashion is?
What are the ways young people engage in buying fast fashion?
Why is fast fashion popular among young people?
