How Does the Trend of Fast Fashion Clothing Influence Young Peoples - Literature review Example

2.0. Review of Literature 2 Overview With the transformation in the modern day business due to rapid technological advancements, the operational activities of the companies have changed significantly (The State University of New York, 2014). Contextually, the level of preferences of the customers has also changed substantially due to which the companies need to perform efficiently in global business domain (ibid). However, the primary concern for the companies in this regard is to determine and monitor the fluctuating behaviours of the customers in terms of purchasing preferences. This aspect can also be seen in the fast emerging market of the world (Michael, 2000). The subject matter for this particular research study represents greater understanding about the impact of fast fashion trend on the behaviour of young people’s buying behaviour on the fast emerging retail markets of the world. It has been noted that the fashion and apparel industry has been established quite well in most of the major markets of European nations and at the same time, it is also growing in the Asian markets as well (ibid). This demand can be seen mostly in the market of UK, wherein the rate of apparels usage has increased over the years. It has been perceived that the rate of fashion and clothing products usage among people in the UK is directly linked with inherent behaviours or qualities and personal attributes (Chesters, 2014). Customer behaviour mainly illustrates the choice of the customers regarding their purchase quantity and quality. Customer behaviour in the UK and other markets of the world is primarily characterised by economic, social as well as cultural aspects (Chesters, 2014). However, in this particular study, focus would be laid on understanding the trend of fast fashion in the UK and its impact on the buying behaviours of the young people within the country with special focus on the operations of H&M and Zara (ibid).         The fashion and apparel industry of the world has changed significantly over the years due to the increased level of globalisation along with changing trends and preferences of the customers (Krafft & Mantrala, 2006). The industry is concentrated towards selling of products and services relevant to the clothing domain. In this context, it can be said that the industry has enhanced significantly in terms of extraordinary growth in recent times (Sull & Turconi, 2008). It has been evident that clothing is one of the basic needs of the people throughout the world, as it is integrally used and utilised in their day-to-day activities (Fashion Products, n.d.). This aspect has further paved the way for the growth of the overall industry in the last decades or so. Notably, the industry has also been dealing with various challenges owing to the changing business market conditions along with the change of the trends amid the customers within the marketplace (Krafft & Mantrala, 2006). It has been learned that the fashion and apparel industry of the world is increasingly facing much challenges due to the prevalence of huge figure of players operating in the same along with the increasing number of new entrants with every passing year. These aspects further developed the challenges for the existing players in terms of sustainability and competitive advantage (Barnes & Lea-Greenwood, 2006). Furthermore, since the trends in this particular industry is incessantly changing in accordance with culture, traditions and ethnicity, it is quite challenging for the companies to meet such changing preferences (Gopal, 2010). However, this particular study will review literatures with primarily focus on understanding the influence of fast fashion clothing upon the buying behaviour of the customers especially the young people within the fashion and apparel industry. 2.2. Fast Fashion Figure 1: The location of diverse fashion models on the display represents their relative positioning on the ‘Price’ and ‘Fashion Velocity’ scale. Fast fashion is a particular concept, which can be considered as one of the latest concepts in the domain of fashion and apparel industry of the world (Meixner & Knoll, 2012). It can be determined that fast fashion is a particular concept or a term, which generally represents fast changing fashion trends in the contemporary scenario. It is worth mentioning that the clothing line relevant to fast fashion follows the most current trend of clothing preferences of the people all over the world relating to fashion ad apparel industry. The difference persisting between fast fashion and fashion can be in the form of the rapid changing trend of the fast fashion sector and the steady changing trend in the general fashion sector. Fashion relates with the approach of the companies towards emerging with sustainable products for the customers, while fast fashion influence companies to emerge with new and attractive products on a weekly basis (ITC Infotech, 2012) or (Choi, 2013). The above figure shows examples of fashion, fast fashion, fad and mass fashion brands and their difference in terms of “fashion velocity” and “price”. It must be mentioned that in fast fashion sector, the companies prefer to develop products as per the latest trends at the cheapest possible price and provide the same to the buyers at a reasonable or lower rates. The philosophy of such fashion concept is to manufacture bulk quantities of products and offers the same at low prices to the customers (ITC Infotech, 2012) or (Choi, 2013). Companies such as H&M and Zara are well known for their operations as fast fashion manufacturers. Several studies and reports have been published with regards to this particular concept in order to provide a more elaborate understanding of the same within the global fashion and apparel sector. As per the article published by Whitehead (2014), the fashion industry of the world gets updated on a weekly basis, as the preferences and the demands of the customers change rapidly on daily basis. In the past, the trends of fashion used to change based on the prevailing seasons namely summer, winter or spring. However, the article of Whitehead (2014) clearly depicted that in the contemporary scenario, the fashion industry has more than 52 seasons every year and likewise the trend in the clothing also tends to change on weekly basis. Since the trends are changing on a weekly or daily basis, the primary aim of the manufacturers is to sale maximum amount of garments in the least possible time, which has further paved the way for the emergence of fast fashion concept (Whitehead, 2014).  The concept of fashion has become quite popular over the years. The graph below provides a better comprehension of this particular aspect.  Figure 2                        The above graphical represent clearlycomparison with othertrends and conceptswithin the fashion and apparel industry like Fad, Classic and Moderate fashion, fast fashion and its trendamong the buyers exists for a shorter time in terms of its acceptance. It can be stated from a broader understanding that the concept rises and declines on a weekly basis as compared to other forms of fashion concept that exists for a longer duration within the fashion industry (Gopal, 2010). As per the study of Wang (2010), fast fashion is one of the latest concepts within the fashion industry, wherein the clothing line is being manufactured based upon the latesttrends. It has been learned that in the present day scenario, the cycle of fashion has been changing significantly due to which companies operating within the fashion and retail sector are focusing on fast manufacturing of products with lesser costs. This aspect can be highly seen in the fashion and apparel industry of the UK. It can be ascertained in this regard that around 12% of the global fast fashion appears from the UK (ibid). The sales of the products have been mainly increased relating to fast fashion sector specifically amid the adults and young customers. This aspect also illustrates the growing popularity of fast fashion in the UK and other regions throughout the globe (ibid). 2.3. Fast Fashion from a Consumer Perspective         This research study is largely concentrated to gain a better insight about the changing buying behaviour of people due to the emergence of fast fashion in this contemporary scenario. Contextually, it would be crucial to gain a proper insight about fast fashion from the perspective of the customers. In this context, the study of Daly (2006) provided a better insight about the changing buyers’ behaviours within the fast fashion section of the fashion and apparel industry. There are certain specific factors that have been highlighted within the study that directly influence the buying behavioursof the customers in this particular sector. A few of thesefactors include timing, cost and fashionable buying cycle among others (Daly, 2006). Fast fashion is a particular concept, which is entirely concentrated towards timing for any particular trend. In this regard, the behaviour or purchase patterns in this particular sector are determined by seasons in which people especially the young customers buy more and more fashion related products and/or services. Contextually, the companies operating in this domain intend to use time as one of the most important aspects to gain the attention of the customers and determine competitive advantage (Daly, 2006). Cost is also deemed to influence the buying patterns of the young people within the fast fashion sector. It can be apparently observed in this similar concern that more than 75% of the purchasing patterns of the customers are influenced by cost in the domain of fast fashion (Yakup, 2011). Contextually, companies those are able to offer products at a reasonable price could reap several significant benefits and can stay ahead in gaining the attention of the customers at large. Buying cycle of the fast fashion sector is also quite vital to discuss with regards to depict the behavioural attitudes of the customers towards fast fashion. Notably, the buying cycle of fast fashion is concentrated towards determining short-term purchases of the customers (Tartaglione & Antonucci, 2013). Since the tastes and preferences of customers change on a weekly basis, business units have the need to concentrate upon fast fashion cycle (Daly, 2006).     Figure 3: Stimulus- Response Model of Buyer behaviour The buyer behaviour stimulus response model can also be taken into concern into discussion for determining the buying behaviours of the customers within the retail industry. The model above provides a better comprehension of this stated subject matter. The above model has been specifically designed with the intention of conducting the study with regards to the buying behaviour in a comprehensive manner and will be used in this research to investigate young consumers’ attitudes, preferences and behaviours when making fast fashion purchase decision. Specially mentioning, the model determines the impact of various facets that can influence the decision making of the customers in a considerable manner altogether. This model will further be used in this particular research to ascertain the objectives of the research. Figure 4 As per the figure presented above, certain imperative factors that affect buying patterns of the customers in the context of fast fashion clothing mainly include price, style, design, brand image and quality of products and services offered among others (Tanner & Raymond, 2014).                              Based on the above graphical representation, it has been quite apparent that the aforementioned factors largely influence the buyers in the UK market especially for the young customers whose age group fall between 18-30 years (Experian, n.d.). In relation to the study conducted by Adab (2012), price is regarded as one of the decisive factors, which influence the decision-making procedure of the customers in any market with special inclusion of fast fashion sector. It has been known that a large percentage of customers are pricing with regards to make purchase decisions within any particular market (Adab, 2012). Design is also a factor that can determine the purchase behaviour of the customers in relation to fast fashion purchase of young people. It can be determined in this regard that design is one of the most vital components in fast fashion sector. Since fast fashion is relevant to clothing and apparel industry, the aspect of design is quite vital imposing significant impact on the decision-making process of the buyers’ at large (Reed & et. al., 2012). According to the study of Cachon&Swinney (2011), customer behaviour in this particular industry is highly influenced by the design of the products of the companies. This is because of the aspect that customers primarily prefer to buy products and services that are in alignment with the latest trend and it is in this context that the role of proper designing is deemed to be quite crucial (Cachon&Swinney, 2011). The role of brand image is also one of the vital factors, whichone way or the other, determines the buying behaviours of the customers. It has been learned that brand image of the companies or any particular product primarily determines the past operational efficiency and success of the business. In this context, the study of Choi & Yan (2011) depicted that companies operating in the present day environment such as Zara and H&M that are regarded as topmost brands in the fast fashion sector, have been doing well largely owing to efficient brand image and past performance which were quite impressive. Their after-sales services are also deemed to be quite attractive, which again determines their decision making ability (Choi & Yan 2011). Hence, from the overall analysis, it can be determined that factors including price, product, design and other related aspects have major contribution with regardsto the buying decision making procedures of the customers in any market with special inclusion of  fast fashion sector.    2.4. Marketing Mix                                               ​ The figure presented in the above section of the analysis primarily deals with the factors that influence customer behaviour of the young generation in the fast fashion sector. These factors mainly include price, design, quality, trend, advertising, brand image and after-sales service among others. As per the study of Joung (2013), post purchase services receive by customers in fast fashion sector imposes major impact upon their respective buying behaviours within the sector. This signifies that the repeat purchase of the customers especially of the young buyers are largely determined by their past purchases and services received.    According to Bhardwaj&Fairhurst (2010), meeting the changing business trends is also an important factor, which influences the buying patterns of young people towards the products relevant to fast fashion. Customers of younggeneration are quite appreciative towards the present trends and likewise the same can be seen in their purchase decisions. Companies that are able to deliver products as per the present trends will have better chance of attracting the attention of the customers within the sector (Bhardwaj&Fairhurst, 2010). Adab (2012) highlighted in this similar context thatadvertising for promoting products and/or services also aid in determining the buying behaviours of the customers in the fast fashion sector. Notably, the study revealed that effective marketing strategy such as advertising influence the buying patterns of the young people in such a manner that highlights the key features of any product or service (Adab, 2012).  According to the study of Joy &et. al. (2012), quality of products and/or services directly relates with the sustainability of any business in the fast fashion sector. It has been analysed that customers of this present day context not only demands reasonable price for the products that they desire to buy, but at the same time, they also seeks to avail better quality of the same. Quality is an important criterion, which influences the decision- making procedure of the young customers in the fast fashion market (Joy & et. al., 2012). From the overall analysis, it can be affirmed that in the fast fashion sector, the buying behaviours of the customers are highly characterised by price, quality and advertising of products among others. The study of Tartaglione & Antonucci (2013) provided a broad understanding about the impact of advertisement and word of mouth from friends and peers in ensuring a change in buying behavior of the customers. Notably, the study showed that better marketing campaign might certainly ignite a sense of positive behaviour among the buyers towards buying a particular product or service. Similarly, when people hear positive reviews from friends and peers for a particular brand or product, their buying behaviours also tend to impact considerably. Furthermore, celebrity endorsement is also an important approach that attracts the buying behavior of the customers in this particular sector. Notably, people often choose products and services that are endorsed by their favourite celebrity, which further transform their buying pattern by a considerable level (Ching & Kwong, 2010). 2.5. Buyer Decision Process                     The buying behaviour of the customers has certain specific process that they follow in the fast fashion sector. It has been earlier mentioned that the buying decision-making process of the customers in this particular sector is mainly determined by the factors such as price, quality and other related aspects. According to the study of Chatvijit (2012), customers in this particular sector analyse the price, quality, brand image and after-sales service of business units and likewise they make their decisions of purchasing fast fashion products. With regards to the young customers of this particular sector, it can be ascertained that evaluating the products in relation to the present business market trends is also an important part of the decision-making process of the customers (Chatvijit, 2012). Thus, it is quite apparent that the decisions of the customers regarding buying a particular set of product or service are conducted in a systematic manner following a specific process.  2.6. Buying Behaviour In the domain of fast fashion, buying behaviour is one of the most vital aspects, which is being analysed by the companies while formulating effective strategies for attaining predetermined business targets. The approaches make by thebusiness units in this particular domain are mainly characterised by the behavioural attitudes of the customers towards purchasing a specific product at large (Caro & Martınez-de-Albeniz, 2014). As per the study of Chu (2011), the operational efficacy of the business in the fast fashion sector is largely determined by buying behaviours of the customers. Companies that are able to work in alignment with the factors influencing buying behaviours of the customers will be able to ensure utmost sustainability in the global business sector. In this regard, depending on the past purchasing patterns of the customers, companies have the need to forecast their future trend and preferences and likewise develop their strategies accordingly (Gopal, 2010).  2.7. Zara and H&M It has been depicted that Zara and H&M are regarded as amongst the most vital companies that have been working in the domain of contemporary retail sector in fast fashion. The companies have been able to deliver quality products and services to the customers on a continuous basis with special inclusion of the young customers of this particular industry (Peter & Olson, 2010). Both the companies have been operating globally in the present day scenario and are serving customers from various sections of the society at large. It has also been noted that fashion retailers such as Zara and H&M has been able to understand the needs and demands of the customers and likewise they are being to meet the same accordingly on continuous basis (Petro, 2012).  These companies i.e. H&M and Zara are operating in around 37 and 73 countries respectively with serving millions of customers throughout the world. It must also be mentioned that both the companies are able to comprehend the nature and preferences of the young customers in the worldwide market especially in the fast retailing sector and likewise devise their business plans accordingly. It can be stated that both the companies encouraged towards responding to the clients’ needs (Petro, 2012). They also offer high quality products and services to the customers at utmost reasonable price. It is worth mentioningthat these companies follow efficient business models that are quite dynamic in providing the best possible products and services to the customers in the global apparel and garment industry with special inclusion of the fast fashion sector (Peter & Olson, 2010). This aspect has further influenced the decision of selecting ZARA and H&M for this research. Furthermore, the companies and their respective stores are located in every parts of the world that further ensures that people can buy products and services at the most convenient manner altogether. This feature enables these companies to influence the buying behaviour of the customers in a substantial manner altogether. For example, in the year 2013, fast fashion revenue of H&M is observed to be around 26.4% to the global industry figures, while for Zara, the figure is around 16.6 billion Euros ($22.4 billion) (Bagaria, 2014). The figures below depict that in terms of weekly new products, Zara and H&M are ahead as compared to other brands. 2.8. Hypotheses Developed         In order to ensure successful completion of the research study, this particular research will formulate hypotheses in order to conduct better analysis and reach into a valid conclusion. The hypotheses that are provided here under have been mainly developed based on the findings derived from the secondary source in the form of reviewing diverse literatures. H1: H2: H3:  H4: H5: H6: H7: H8: H9: H10: References Adab, S. S. H. A., 2012. Assessing the Influence of Fashion Clothing Advertising on Women’s Consumer Behaviour in Finland; a case study of H&M. University of Wolverhampton Business School, pp. 1-40.    Bagaria, A., 2014. Uniqlo vs Zara vs H&M vs. the World of Fashion Retailing. Home. Accessed December 21, 2014 [Online] Available at:  http://retail.economictimes.indiatimes.com/re-tales/Uniqlo-vs-Zara-vs-H-M-vs-the-world-of-fashion-retailing/91.   Bhardwaj, V. & Fairhurst, A., 2010. Fast Fashion: Response to Changes in the Fashion Industry. The International Review of Retail, Distribution and Consumer Research, pp. 165-173.   Barnes, D. L. & Lea-Greenwood, G., 2006. Fast Fashion. Emerald Group Publishing. Cachon, G. P. & Swinney, R., 2011. The Value of Fast Fashion: Quick Response, Enhanced Design, and Strategic Consumer Behavior. Management Science, Vol. 57, No. 4, pp. 778-795.  Caro, F. & Martınez-de-Albeniz, 2014. Fast Fashion: Business Model Overview and Research Opportunities. 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Accessed December 20, 2014Available at http://www.itcinfotech.com/Uploads/GUI/knowledgecentre/ITC-FASHION-white-paper.pdf. Figure 2: Wang, T. Y., 2010. Consumer Behavior Characteristics in Fast Fashion. Thesis. Accessed December 14, 2014 Available at: http://bada.hb.se/bitstream/2320/7723/2/2010.13.16.pdf.     Figure 3: Riley, J. (2012). Buyer Behaviour - Stimulus-Response Model. Accessed December 13, 2014 Available at:  http://www.tutor2u.net/business/marketing/buying_stimulus_model.asp.     Figure 5: Caro, F. (2014). Fast Fashion: Business Model Overview and Research Opportunities. Accessed December 13, 2014. [Online] Available at: http://webprofesores.iese.edu/valbeniz/FastFashionChapter.pdf Read More