Ecologic Research
THE PROBLEM
Understanding Fast Fashion Consumers​
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Our research team set out to understand the intricacies of fast fashion consumers’ purchasing habits and preferences, as well as their attitudes and behaviors towards sustainable fashion. Our goal was to understand the beliefs and behaviors, shopping priorities, barriers and awareness of these fast fashion enthusiasts, whom we term "Fast Fashionistas.”
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Problem Statement​
Fast fashion enthusiasts (Fast Fashionistas) are grappling with the dual challenge of keeping pace with the latest trends while becoming increasingly aware of the environmental impact of their choices. As they seek out sustainable alternatives, they face uncertainty about the availability and alignment of these options with their personal style and lifestyle.
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Navigating the fashion landscape as a Fast Fashionista who is aware of the negative environmental impacts of the fashion industry as well as brands’ attempts to “greenwash” makes it difficult for Fast Fashionistas to trust fashion brands’ sustainability efforts and to make more informed clothing purchasing decisions.
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Through this study, we aim to better understand the attitudes, preferences, and challenges faced by “Fast Fashionistas”. These are fashion consumers, particularly those aged 18–35, who purchase from fast fashion brands even though it is not a sustainable option. The goal is to identify barriers that may hinder consumers' ability to make more informed and sustainable fashion choices. The results will be used to develop strategies and recommendations with the goal of encouraging more sustainable fashion practices among Fast Fashionistas
TIMELINE
10 weeks
MAKE OF THE TEAM
Deanna Atkins, Jaclyn Albers, Uttara Shah, & Sy Thomas
KEY GOAL
Better understand the diverse needs and behaviors of fashion consumers.
GOALS & METHODS
Research Goals
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Beliefs and Behaviors: What are fast fashionista’s attitudes and behaviors toward fast fashion and sustainable clothing options?
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Shopping Priorities: What do fast fashionistas care most about when making clothing purchases?
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Barriers: What barriers prevent fast fashionistas from purchasing sustainable clothing options and recycling clothing?
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Awareness: Are fast fashionistas aware of fast fashion and its impact on the environment? Are they aware of sustainable fashion concepts?
Research Methods
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Field Study: Observations at Zara, H&M, and Urban Outfitters.
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Interviews: 8 in-depth interviews with Fast Fashionistas
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Surveys: 62 survey responses from Fash Fashionistas
STAKEHOLDERS
Who is Involved?
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The Business (Zara): This group knows everything about the business operations and revenue goals. The key stakeholders include the finance team who controls and approves the budget for the project as well as the production team who would be responsible for responding to any changes in the production of clothing or facilitating the creation of new recycling drop locations.
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It’s essential that buy-in is obtained from this group before work begins and that they’re informed about the major milestones as the project progresses. They will also be interested in return on investment or ROI when the project concludes.
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Digital Experience Team: This group will be responsible for conducting the user research and user testing, as well as designing the website, app deliverables, and user experience. This team knows the goals for their platforms (mobile app and website). The key players include:
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UX Researchers
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UX Designers
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Content Strategists
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The Project Coordinator/Manager
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Marketing: This team will be integral to building digital marketing campaigns that connect with the target audience as well as supporting the roll out of the product and determining the best strategy for reaching the target audience.
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Information Technology (IT): The IT Team owns infrastructure and development (front-end and back-end developers) and will be key for building any custom features, functionality, or integrations.
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Data and Analytics: The data team will support with measuring results and impact which are important to ensuring the business goals are met.
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External Stakeholders: External stakeholders who will be interested in this work or who may influence this work, may include local environmental organizations, fashion influencers and bloggers, individuals interested in sustainable fashion and garment recycling.
RESEARCH LIMITATIONS
Time Constraints
Due to time constraints, we were only able to visit a limited number of stores, and we would have liked to include more observations from heavily sustainable brands to capture a broader perspective. Observer bias and the potential for missed behaviors due to limited time and scope could have impacted the reliability of our observational field studies.
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Additionally, we noticed a challenge in our field study where the availability of sustainable clothing was limited, and there was relatively low demand for it, creating a kind of "chicken and egg" scenario. We realized the need to dig deeper to identify certain trends accurately.
With only a 10 week class, we were not able to conduct any diary studies and/or focus groups which would have been valuable in diving deeper into consumer behavior.
Biases
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Question Biases: During interviews, we were cautious about the potential for social desirability bias, where participants might over-report socially acceptable behaviors. There were instances where participants spoke about fashion in general and we had to prod a bit to get specific understanding on sustainability. The depth of information also could have varied depending on the rapport established with the participant, whether they were a stranger or a known colleague.
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To mitigate bias, we ensured that surveys remained anonymous to encourage honest responses. However, we recognized that response bias and the limited representativeness of the sample could still affect the accuracy of our data. It's crucial we acknowledge these limitations to interpret our research findings accurately and avoid making misinterpretations or broad generalizations.
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Cultural Biases: One significant aspect we had to address was the cultural biases inherent in conducting this study across both the US and India.
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Algorithmic Biases: The data obtained from online search engines could have been influenced by algorithmic biases and lacked credibility verification, which we had to account for in our analysis.
Prioritization of Style Over Sustainability
Most Fast Fashionistas favor style and aesthetic over sustainability when making clothing purchases, often choosing trendy, affordable options despite environmental concerns. This presents an opportunity for brands like Zara to offer stylish, sustainable clothing at reasonable prices, addressing the gap between desire and accessibility.
RESEARCH FINDINGS
Awareness vs. Purchasing Behavior
Despite being aware of the negative environmental impacts of fast fashion, many Fast Fashionistas continue to shop from these brands, revealing a disconnect between their knowledge and actual purchasing decisions. This contradiction suggests that increased awareness alone may not be sufficient to drive change in consumer behavior.
Confusion Around Recycling and Sustainability
Fast Fashionistas often lack clear understanding of sustainable practices, including which garments can be recycled and the recycling process itself. A targeted social media campaign could educate this demographic on sustainable clothing benefits and recycling methods, potentially shifting their purchasing habits.