Knowing better, but behaving emotionally: Strong emotional undertones in fast fashion consumption

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


The fast fashion model is based on constant change and new offerings to invite consumers to purchase new garments, new colours and new styles, through which consumers’ “new identities” are built. New garments enter the shops faster than ever, even every few weeks. Fast fashion companies lure fashion lovers into their shops every other week with new garment offerings, which are available only for a limited time and in limited amounts. This raises interest and curiosity in consumers’ minds: will there be something new for me? This “fashion hunt” is a serious “business” for companies and a serious hobby for some consumers. Brands invite consumers to search new emotional experiences through fashion purchasing, by refreshing stock, raising curiosity, alluring and tempting customers. This “constant change seeking” is easy; consumers can make numerous choices and even several mistakes, as these mistakes and tryouts are cheap and easy – too easy, with no consequences.
Original languageEnglish
Title of host publicationEco Friendly and Fair
Subtitle of host publicationFast Fashion and Consumer Behavior
EditorsCarolin Becker-Leifhold, Mark Heuer
Number of pages9
ISBN (Electronic)978-1-351-05835-3
ISBN (Print)978-1-783-53820-1
Publication statusPublished - 20 Jun 2018
MoE publication typeA3 Book section, Chapters in research books

Publication series

NameSustainability in Textiles


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