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

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.