Fast fashion vs. Luxury fashion: who is better fitting with sustainable extension? The comparison of recycling and upcycling

Purpose Sustainable extension is a strategic approach employed by fashion brands to enhance sustainability. But how do consumers perceive the fit between fashion brands and their sustainable extensions? This study aims to explore how fashion brand types – fast fashion brands versus luxury fashion brands – influence consumers’ perceived fit for recycled and upcycled sustainable extensions, as well as their purchase intentions. Design/methodology/approach Four between-subjects online experimental studies were conducted, manipulating fashion brand type through the use of real brands (Studies 1, 2 and 3a) and fictional brands (Study 3b). Data collection was administered via an online platform, yielding a final sample of 759 participants. Findings Compared with luxury fashion brands, fast fashion brands generate a higher perceived fit when introducing recycled extensions, driven by consumers’ perceived environmentalism (Study 1). When launching upcycled extensions, luxury fashion brands trigger a higher perceived fit than fast fashion brands due to consumers’ perception of specialness (Study 2). Consumers’ tendencies toward socially responsible consumption and consumer innovativeness moderate the two mediating effects in recycling and upcycling situations, respectively. The higher perceived fit, in turn, leads to greater purchase intentions (Studies 3a and 3b). Originality/value Grounded in schema theory, this study offers theoretical insights into the understanding of sustainable fashion extensions and provides practical guidelines for fashion brand marketers launching recycled or upcycled extensions. Understanding the mechanisms of perceived fit enables companies to develop sustainable endeavors that meet consumer expectations and increase purchase intentions.