How does the trend of fast fashion clothing influence young peoples buying behaviours - Literature review Example

Additionally, the fact that the clothes or trends are manufactured and designed cheaply, and quickly they have allowed the mainstream buyers to buy them at a lower price. The consumer buying behaviour is influenced by many factors. According to (Blackwell et al., 2006), consumer buying behaviour is complex because it is generated by internal and external factors that affect each other in order to promote interaction. Various factors have affected the young people’s buying behaviours because the young generation look at what is trending and sets their mind into buying them (Kitchen, 2013, p.14). First, there is price of fast fashion clothing, price has attributed greatly to the buying behaviours of young people in the sense that, the clothes are produced at a lower price meaning they will be affordable (Jackson, 2001, p.64). The young people do not look at the quality of the clothing as long as it is trending.

For this reason, when they are sold the cloth at a lower price, it does not matter to them. According to (Lovejoy, 2007, p.28), the characteristics of fast fashion which are fast and fashion have placed an emphasis on fashion and speed where to the consumers quality of the clothing is secondary (Netessine, S., & Tang, 2009, p. 85). As a result, the cycle from the concept to the store is streamlined quickly and daily where weekly decisions are made that ensure that there is a continuous flow of products in the market.

Brand image is another factor that influences the choices of the young people when it comes to buying fast fashion. For example, according to (Clifton and Simmons, 2003, p.6) “ branding needs to start with a clear point of view on what an organization should be about, as well as how it will deliver sustainable competitive advantage; then it is about organizing all product, corporate operations and