Rethinking the fast fashion trend cycle: consumer perspectives

Marroncelli, R and Braithwaite, N ORCID: https://orcid.org/0000-0001-6424-8919, 2025. Rethinking the fast fashion trend cycle: consumer perspectives. International Journal of Sustainable Fashion and Textiles, 4 (1), pp. 73-91. ISSN 2754-026X

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Abstract

This article examines the fashion trend system in the context of sustainability. It investigates consumer viewpoints which bring new perspectives on the manifestations of trends and their impact on sustainability. Previous research on the trend cycle has tended to focus on how the cycle begins and ends, with an emphasis on short-lived trends, and has not focused on consumer perceptions. In contrast, this article presents new research that evidences how fast fashion can have longevity beyond trends, by focusing on the experience of wear. This draws out a deeper understanding of the impacts of trends on consumer behaviour in the context of fast fashion, where the trend cycle moves quickly. In particular, the research has revealed that it is important to consider the lives of the individual consumer and their behaviour in relation to challenging existing assumptions that trends are inherently short lived. Primary research data, realized through a series of wardrobe studies, show how a selection of young fashion consumers are behaving with regard to fast fashion. Unexpected results show how many participants owned fast fashion clothing that lasted longer than anticipated, with surprising durability. In addition, fast fashion can, just like other garments, be subject to emotional attachment. Fostering deep attachments to clothing offers opportunities to extend the use time of garments. The historic workings of the trend system have initiated a fastness to fashion that this research has sought to challenge.

Item Type:	Journal article
Publication Title:	International Journal of Sustainable Fashion and Textiles
Creators:	Marroncelli, R. and Braithwaite, N.
Publisher:	Intellect
Date:	May 2025
Volume:	4
Number:	1
ISSN:	2754-026X
Identifiers:	Number Type 10.1386/sft_00058_1 DOI 2458453 Other
Rights:	© Marroncelli and Braithwaite, 2025. The definitive, peer reviewed and edited version of this article is published in [ International Journal of Sustainable Fashion & Textiles, Volume 4, Issue 1, p. 73-91, 2025, https://doi.org/10.1386/sft_00058_1.
Divisions:	Schools > Nottingham School of Art & Design
Record created by:	Jonathan Gallacher
Date Added:	22 Jul 2025 15:03
Last Modified:	22 Jul 2025 15:03
URI:	https://irep.ntu.ac.uk/id/eprint/53988

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