A STUDY ON THE INFLUENCE OF FAST FASHION ON THE UNDERGRADUATE STUDENTS
OF BHOPAL CITY
Insha Mirza1 ,
Aishwarya Sewani 2
1Honorary Faculty
I.E.H.E. Bhopal
2Student (2nd year)
I.E.H.E. Bhopal
ABSTRACT
From the idea of being swanky at an affordable cost to wearing the most
flattering outfit from the latest fashion week, fast fashion has paved the way
for fashionistas. Over the last twenty years apparel industry has never seen a
setback whether inflation or deflation, demonetization, G.S.T. implementation,
or a pandemic the industry has a record of its most remarkable journey from
fashion to fast fashion and now from fast fashion to ultra-fast fashion. In
capturing the minds and wardrobes of the mass population, especially the youth,
fashion houses have been successful in introducing cheap, trendy, and
affordable clothing lines through their online and traditional retail stores,
along with digital marketing. The increased clothing expenditure has also led to
fast fashion creating a huge economic impact. Since the growth in the apparel
market has been witnessed faster than in the global economy, it is responsible
for the recent economic growth (on average 4.78%) and future growth (5.90% in
the next three years) of the apparel industry. The study also focuses on the
desires of the students to keep pace with trends at all times under some social
influences. But since everything comes at a cost, the idea of disposable
clothing has created a huge negative impact on our environment.
Keywords: Economy, Fast
Fashion, Apparel Industry, Trendy and Affordable clothing, Social
Influences, Environment (disposable clothing)
INTRODUCTION
Fast fashion is a concept of designing, manufacturing,
and marketing high volumes of cheap and trendy clothes for constant
fashion-conscious customers. It is described as the apparel industry’s business
model which replicates outfits from fashion and couture weeks and quickly
launches the line in the market when the demand for that fashion is high, under
its label. The global fast fashion market is segmented by gender, age, and
type. Gone are the days when there used to be only three or four seasons of
fashion and when the designers struggled to predict consumers’ wants, now there
are fifty-two seasons of fashion and the ever-rising demands of consumers worldwide.
As the population worldwide is spending fortunes in the
textile industry either for investment or consumption purposes to vie with
their social station, their expenditure also profoundly impacts the economy.
Fast
fashion is responsible for the recent growth (on average 4.78%) and future
growth (5.91% in the next three years) of the apparel industry, marking its
contribution of 2.3% to the GDP of our economy. This expenditure on the clothing
business is also addressing employment issues in our country.
Fast fashion’s growth during the late 20th
century, especially after the industrial revolution, has indicated that
manufacturing of clothing has become economical in terms of both time and money
owing to the use of cheap fabric, high-tech manufacturing methods, low-cost
labor, efficient supply chains, and sufficient credit facilities provided for
investments by various financial institutions. However, the thirst of MNCs to
drive high turnovers in less time by maintaining marginal cost has led to the
exploitation of the workforce engaged in the apparel industry, especially women
being vulnerable the most since they constitute 85-90% of the total garment
workforce.
According to a report, fast fashion is also held
responsible for the damage caused to the environment, since the global fashion
industry is a contributor of 8-10% of global carbon emissions per year. The
practice of producing cheap and trendy clothes on a large scale was possible
due to the low cost of production which favors synthetic materials, chemicals,
and minimal pollution abatement measures which leads to excess waste and thus comes
at the cost of the environment.
This research study will also help future scholars to
identify and analyze the trends in the fast fashion industry, the impact of
fast fashion on the undergraduates of Bhopal city, the various strategies
adopted by different fast fashion brands, and the changing perception of both
customers and manufacturers towards throwaway fashion, considering
environmental issues.
LITERATURE REVIEW
1. Bhardwaj Vertica and Fairhurst Ann (February 2010) in the paper “Fast
fashion: response to changes in fashion industry” concluded that the next decade in the fashion industry would be
dedicated to fast fashion. It would be very important to analyze and research
the attitude of customers towards throwaway fashion and due emphasis should
also be given on the supply side of chain, so that the suppliers can thoroughly
understand the market and perform effectively.
2.
Linden Annie Radner (December 2016) in the paper “An
Analysis of the Fast Fashion Industry” concluded that the consumer side of fast
fashion should also be thoroughly examined along with supply side of chain,
since they have the power to influence what and how fast fashion industries
offers to the society like the fabric they chose. Also, he highlights the
understanding nature of the consumers of fast fashion and writes that although
eco-friendly products are not in style but the consumers would probably switch
over their choices once they learn about the production process of their
clothes.
3. Bick Rachel, Halsey Erika & Ekenga Christine C. (December 2018) in
the paper “The global environmental injustice of fast fashion” discussed the
role of various stakeholders in promoting ethical consumption of fast fashion
in an equitable manner. He adds since the two decades have evolved the trend of
fast fashion, big fashion houses have recklessly accepted it as their norm. The
widely available of-the-moment garments have resulted in negative externalities
at each step of production. He also highlighted how the communities in LMICs are
most vulnerable to suffer post-consumer process due to disproportionate
distribution of environmental exposures.
4. Chan Ricky, Joy Annamma, Sherry F. John, Venkatesh Jr. Alladi and Wang
Jeff in the paper “Fast Fashion, Sustainability, and the Ethical Appeal of
Luxury Brands” discussed the views of their participants regarding luxury
fashion, which in turn emerged the three themes- dreams, exclusivity, and
beauty/art. Despite their concern for environmental issues and support for the
idea of sustainability, consumers often overlook and do not apply such ethics
when it comes to sustainable fashion. Eco-fashion is considered drab and boring
by them, and not fit for all social occasions. At the end of the paper the
authors have shown a hope for the evolution in attitude of the consumers in
near future, like the way they shifted for the slow food movement.
1. To study the influence of fast fashion among the undergraduate students
of Bhopal city
HYPOTHESIS OF THE STUDY
H0: - There is no influence of fast
fashion on the undergraduate students of Bhopal city.
H1: - Undergraduate students of Bhopal city
is influenced by fast fashion.
The current research is quantitative, descriptive, and based on both
primary and secondary data. The due emphasis was given to collecting data from
primary sources by preparing a questionnaire which was filled by 200
undergraduate students studying in various government and private colleges of
Bhopal city. The questionnaire design was built to know the overall impact of
fast fashion on young undergraduates, their different shopping patterns and
preferences, how much they spend on average monthly on buying fashion, what
motivates them to do so, and their concern for the environment.
The information was also collected from various secondary sources
including research papers, government publications, blogs, fashion magazines, and
many verified websites.
ANALYSIS
Objective 1- To study the influence of fast fashion
among the undergraduate students of Bhopal city
Analysis-
Ø Gen-Z Perception: - The young fashion-hungry individuals never run out
of opinions to talk about fashion. They shop for the latest clothing, footwear,
and accessories and harmonize the outfit pieces to make the best style
combination for them. They have the zeal to create an aura everywhere they go,
with their chic, aesthetic, and affordable outfits to get on the bandwagon.
Ø According to our findings, the majority of Bhopal undergraduate students
(66% of the total sample size) tend to shop from traditional markets of the
city while 34% of them prefer online shopping from different online retail
platforms.
Ø Thus, undergraduate students of Bhopal city prefer high-street shopping
over online shopping.
Ø According to our research study, two main reasons motivate students of
the town to shop for fashion frequently. 39% of the sample size say they long
to hunt for fast fashion to update with the trend and 34% of the sample size is
enticed towards fashionable clothes because of great discounts offered to them.
Ø While the rest of the constitution of the sample size is divided into
three categories i.e., 15.5%, 9%, and 2.5% which are influenced by social media
influencers, recognition, status value, and friend circle influence
respectively.
Ø The students of a metro and a non-metro city both conceive the idea of
fashion differently. The difference in their fashion sense conveys how they
recognize a fast fashion brand. According to the findings of our study, a very
small proportion i.e., only 5% of the total sample size students consider it as
an affordable fashion option that is available at extremely low prices, while
another 14% of the sample size perceive the idea of fast fashion as a high
quantity of new styles flooding in the market. 34% of the sample size students
say fast fashion is focusing on trendy clothing, and the majority (47% students
of the total sample size) consider fast fashion as all of the above-mentioned
factors.
Ø According to our research study, 3.5% of students of the total sample
size shop weekly, 34% of them prefer shopping every month while 34.5% of them
shop every 2-3 months, and 28% invest in their fashion choices every 4-5
months.
“TREND” has turned out to be another
link between what fast fashion serves and what its perspective customers look
for. It has grasped the opportunity and offers trendy styles every fashion
week, and the customers highly identify a brand as a fast fashion brand by this
feature.
Thus, the influence of fast
fashion on the undergraduate students of Bhopal city can be well observed and understood
by acknowledging their zeal to update with trends, especially with the 52 weeks
of fast fashion season. The frequency of their shopping time, which is more
than a week but less than every 3 months for the majority, suggests their
increasing expenditure on fast fashion apparel.
Objective 2- To examine the various strategies adopted
by the fast fashion brand which is preferred the most by the youth
Analysis- According to the
secondary data collected H&M and Zara are the two most prominent examples
of fast fashion culture because they offer a variety of products than their
competitors and they can keep pace with rapidly changing fashion trends without
any delay.
Ø But according to the primary data collected through the questionnaire, the
two sites H&M and Zara despite being so popular witness less traffic than
Flipkart by the young undergraduate students of Bhopal city.
Ø The difference in the opinions can be understood from the following
points:
·
Area distribution: - The primary data so collected was
from the undergraduate students of Bhopal city, which is a non-metropolitan
city. The incomes of people living in metro cities and non-metro cities are
different and so are their expenditure preferences. Non-metropolitan city
dwellers, like Bhopal graduates, prefer to spend on clothing and fashion that
is not only in the trend but also affordable on the same page and
pocket-friendly for their earnings.
Inexpensive clothes
Expensive
Branded clothes
It is evident that out of 200 students, 113 students
prefer fashionables that are neither too cheap, nor too expensive brand. Thus,
a major proportion i.e., 56.5% of the total sample size says they do not want
to compromise with quality by preferring cheap clothes, and they have to save
their pennies also by avoiding their overindulgence in expensive branded
clothing pieces. Pricing strategy: - Pricing strategy is a technique used to
determine the best price for the product. Pricing of a product should be done
wisely so that it acts in favor of both shareholders and customers. The pricing
strategy helps attract a targeted audience and sales. Moreover, it also helps
build brand recognition value.
Ø Zara follows the pricing strategy- Value Based Proposition, which means it
tries setting prices of the product as its customers perceive it. Also, it is
less expensive than many other luxury brands like Louis Vuitton, Channel,
H&M, etc.
Ø While Flipkart uses the strategy of competitive pricing by providing its
products at low rates than other e-commerce websites. It also gives huge
discounts to boost sales and also charges a nominal amount for delivery only
when the cost of the order is below INR 500.
Objective 3- To study the effect of fast fashion on
the environment and various concerns of environmentalists with the idea of fast
fashion and disposable clothing
Analysis-
Ø Concept of Sustainable fashion: -
Sustainable fashion is a term that emphasizes more on
different social and environmental factors rather than just addressing the
fashion or textile industry. It is used to describe products, production
processes, other activities, and actors who aim to achieve a carbon-neutral
fashion industry, built on equality, social justice, animal welfare, and
ecological integrity.
Never
Always
Ø According to the findings of our research study, 60 pupils (i.e. 30% of
the total sample size) have agreed they always recycle or reuse clothes and
have voted 5/5 on a scale, 45 pupils (i.e. 22.5% of the sample size) have voted
4/5 on a scale, 54 pupils (i.e. 27% of the sample size ) have voted 3/5 on a
scale, 24 pupils (i.e. 12% of the sample size) have voted 2/5 on a scale, while
the rest of the constitution that is 17 pupils or 8.5%of the sample size have
voted 1/5 on a scale indicating they never try to recycle or reuse their
clothes.
Strongly
agree
Strongly
disagree
Ø The data so obtained gives a satisfactory and clear result as 73
students (i.e., 36.5% of the total sample size) are willing to shift their
preferences toward sustainable fashion shortly, while 62 students (i.e., 31% of
the total sample size) have voted three on a scale of five indicating that they
are partially willing to shift towards sustainable fashion but do not want to completely
switch away from fast fashion, and would rather look for alternatives to
maintain a balance among the two. Also, 14 students (i.e., 7% of the total
sample size) say they would prefer fast fashion over sustainable fashion in the
future also.
Ø Wardrobe life of clothes: -
Since the fashion industry is a large contributor to carbon footprints
in the environment, increasing the wardrobe life of clothes will not only help
us with our finances but also save our planet.
Ø According to the results of our research study, only 6.5% of undergraduate
students of the total sample size claim that the wardrobe life of their clothes
is two months, 28% claim it to be six months, 17.5% claim it to be one year
while a major proportion and almost half of the total sample size i.e., 48%
students affirm it to be more than one year.
HYPOTHESIS TESTING
H0- There is no influence of fast
fashion on the undergraduate students of Bhopal city.
H1- The undergraduate students of Bhopal city are
influenced by fast fashion
We have applied a T-Test (Two Tailed Test) using the
popular statistical software Base SAS
T =
{∴ X ̅= Sample Mean, µ= population
mean,
S= sample standard deviation, n= sample size}
=
16.364 {
Calculated value of T-Test α=0.05
:- 16.364
Tabulated value of T-Test α=0.05 :- 1.65
Since,
Calculated value > Tabulated value
Hence, the null hypothesis H0 is rejected
and the alternative hypothesis H1 is accepted. It means there
is Influence of Fast Fashion on the Undergraduate Students of Bhopal City.
CONCLUSION AND SUGGESTIONS
Fast fashion is increasingly becoming popular in both
metropolitan and non-metropolitan cities and contributing to the GDP of our
economy. The T-Test applied to test hypothesis clearly indicates there is great
influence of fast fashion on the undergraduate students of Bhopal city. The
geographical division of a metro and a non-metro city has never been a barrier
in captivating the interest of youngsters in fashion. Though the variations in
the disposable income of these cities have affected the brand preferences to
some extent. It is also addressing employment issues in our country and is a
new option available for business ventures. But since fast fashion is still a
great threat to our environment, it is time that both the manufacturers and
customers should look for alternatives to it. The positive attitude depicted,
through our research, of the majority youngsters for sustainable and eco-fashion
depicts their concern and awareness for the environmental issues. However, our
research had a geographical limitation, but could provide a basis for future
research prospects and thus, could be overcome by increasing and diversifying
the sample population from different parts of the country and abroad. Here are
some suggestions for producers and consumers to help them go green :-
Ø
Cohesive Outfit
The term cohesive means “the
act of sticking together”. The wardrobe should be maintained in such a way that
most of the tops go with most of the bottoms. In this way, we can create the maximum
number of outfits from just a few pieces of clothing. The idea of a capsule
wardrobe is also economical and eco-friendly. Thus, we should buy clothing
pieces that can be reused for a long period in multiple ways and ensure they
have a second life too.
Ø
Green marketing:
Green marketing is a marketing strategy that focuses
on selling products and services that have environmental benefits. It includes
adopting sustainable business practices, creating eco-friendly products, and
shifting towards eco-friendly packaging, etc. It is the need of the hour that
now the fashion houses shift towards green marketing, though its initial cost
of incurring such expenditures might be high over time it will also cut down. It
will also help build a positive brand image among customers and they will also
try to change their purchasing behavior for benefiting the environment.Here’s
an example of green marketing by Vogues: -
Vogues Ultimate Guide to Sustainable Fashion
1. Buy less and buy better
2. Invest in sustainable brands
3. Shop second-hand and vintage
4. Try renting
5. Avoid greenwashing
6. Know your materials, etc.
REFERENCES:
1.
Bhardwaj Vertica and Fairhurst Ann (February 2010) ‘Fast fashion:
response to changes in fashion industry’, https://doi.org/10.1080/09593960903498300
2.
Lidnen
Annie Radner, December 2016, ‘An Analysis
of the Fast Fashion Industry’, https://digitalcommons.bard.edu/cgi/viewcontent.cgi?article=1033&context=senproj_f2016
3.
February
14 2021, ‘The Secret of Zara’s Success- Customer Co-creation’, https://swifterm.com/the-secret-of-zaras-success-customer-creation/
4.
Assoune
Alex, ‘How Does Fast Fashion Affect the Economy’, https://www.panaprium.com/blogs/i/how-does-fast-fashion-affect-the-economy
5.
Bailay
Rasul, January 26,2021, ‘E-Commerce spots a New Fashion Trend’, https://economictimes.indiatimes.com/tech/technology/e-commerce-spots-a-new-fashion-trend/articleshow/80459345.cms?from=mdr
6.
May 2020, ‘Sustainable
Fashion’, https://en.wikipedia.org/wiki/Sustainable_fashion
7.
Kale Sirin, August 1, 2019,
‘Slow fashion: how to keep your favourite clothes for ever – from laundering to
moth-proofing’, https://www.theguardian.com/fashion/2019/aug/01/slow-fashion-how-to-keep-your-favourite-clothes-for-ever-from-laundering-to-moth-proofing
8.
Pradhan Tanish, December
9,2022, ‘How Green Marketing Helps Brands Build Loyalty While Saving the
Planet’ https://emeritus.org/blog/sales-and-marketing-green-marketing/
9.
Chan Emily, Yap Weiqi, April
13, 2021, ‘Vogue’s ultimate guide to sustainable fashion’, https://vogue.sg/vogues-ultimate-guide-to-sustainable-fashion/
10.
Shastri Aditya, September 10, 2021, ‘Stepwise Marketing Mix
of Flipkart (4Ps) | IIDE’,
https://iide.co/case-studies/marketing-mix-of-flipkart/