Fast fashion vs. slow fashion: What is the future?

• Autor(a) principal: Ângelo, Rita Patacão Cavaleiro
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/26656
• topic: Fast fashion; Slow fashion; Sustentabilidade -- Sustainability; Awareness; Fashion consumption behavior; Consciencialização; Comportamento de compra de moda

For the last decades, the fashion industry, specifically Fast fashion, contributed largely to the current environmental distress, which is starting to have real life consequences to consumers. As so, with these factors coming into place, analyzing fashion consumption now and consumer’s intentions towards sustainable options is crucial to identify opportunities and change fashion’s footprint. By raising the question “What is the future for fashion?”, this dissertation is committed to analyze the Fast fashion vs. Slow fashion consumption phenomenon in Portugal. Moreover, it investigates whether consumer awareness and product information lead to more conscious fashion consumption, in today’s scenario. A research model was developed based on hypotheses drawn from the relevant research presented, about both fashion concepts and consumer behavior. Furthermore, it was gathered data from an online survey, that served as a quantitative research method for this study. After analyzing all data gathered, it was built a Portuguese Fast fashion and Slow fashion consumer profiles. Moreover, combining said data with the results from the tested hypotheses, main conclusions were drawn. Overall, this study defends an era of hybrid fashion consumption by the population, where people who consume Fast fashion, also buy Slow fashion and vice-versa, depending on the purpose of the garment. Given the Portuguese economic scenario, it is doubtful that Fast fashion consumption will cease to exist in the next few years. This new hybrid way of fashion consumption appears to be the future.