6From myopia to boycott

Consumer acceptance of, and resistance to, fast fashion

Rose Hiquet, Johanna Brunneder and Won-Yong Oh

1. Introduction

Over the last few decades, the fashion industry has evolved in significant ways. One of the most noticeable changes is the emergence of the concept of fast fashion, which is practiced by a number of companies such as Zara, H&M, Top Shop, Uniqlo and Mango. Fast fashion has been celebrated as a new, innovative business model that allows fashion retailers to cut short their supply chains, speed up new product development, introduce new styles frequently and increase sales (Ghemawat, Nueno, & Dailey, 2003). The fast fashion business model has two key success factors: affordable prices and a continuous ...

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