Rethinking the fast fashion trend cycle: Consumer perspectives

This article examines the fashion trend system in the context of sustainability. It investigates consumer viewpoints which bring new perspectives on the manifestations of trends and their impact on sustainability. Previous research on the trend cycle has tended to focus on how the cycle begins and ends, with an emphasis on short-lived trends, and has not focused on consumer perceptions. In contrast, this article presents new research that evidences how fast fashion can have longevity beyond trends, by focusing on the experience of wear. This draws out a deeper understanding of the impacts of trends on consumer behaviour in the context of fast fashion, where the trend cycle moves quickly. In particular, the research has revealed that it is important to consider the lives of the individual consumer and their behaviour in relation to challenging existing assumptions that trends are inherently short lived. Primary research data, realized through a series of wardrobe studies, show how a selection of young fashion consumers are behaving with regard to fast fashion. Unexpected results show how many participants owned fast fashion clothing that lasted longer than anticipated, with surprising durability. In addition, fast fashion can, just like other garments, be subject to emotional attachment. Fostering deep attachments to clothing offers opportunities to extend the use time of garments. The historic workings of the trend system have initiated a fastness to fashion that this research has sought to challenge.