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The aim of this study is to identify and analyse the main strategic differences between fast and ultra-fast fashion supply chain management.

This study uses a qualitative approach, using document analysis and in-depth interviews with industry specialists.

Ultra-fast fashion differs from fast in the following supply chain strategies: avoids any excess inventory, focuses on local manufacturing, on-demand production, and shorter lead times from a few days to a week with a combination of agile, lean, responsive supply chain strategies.

The limitations of this research are due to the cut-off period and the use of a restricted sample. As implications, technological capabilities are underexplored in the fashion industry. Although important to the traditional and fast fashion industry, technology is viewed as a tool and not as a capability that can generate competitive advantage. This paper addresses technology as capabilities to make ultra-fast fashion retailers more competitive.

Ultra-fast fashion could potentially impact current fast fashion retailers to partially move their business model and operations towards an ultra-fast approach. Fast fashion retailers desiring to speed up their production processes launch more weekly collections to cater to consumers who are more fashion-conscious.

There is a rapid emergence of new start-ups that are calling themselves ultra-fast. Newcomers wanting to adopt this new segment’s business model, develop technological capabilities to meet the challenges of this supercompetitive market.

This study aims to develop and test a methodical approach to assessing the effectiveness of business models in fast fashion.

The approach allows one to identify the key features of companies' adaptation strategies during the COVID-19 pandemic. The paper analyzes the economic profitability of the fast-fashion industry and establishes business opportunity trends. The author identifies a set of general characteristics of business related to supply and demand before and during the pandemic crisis. The study relies on descriptive statistics and statistical processing methods, including regression analysis, arithmetic mean and the indicator of market economy dynamics.

The study found that the fast-fashion business model allows companies to adapt to the new market norms because of its dual strategy: demand-driven transparency and supply-driven sustainability, within the logic of consumption. The results indicate that focus on sustainability and transparent stakeholder engagement helps companies to remain relevant in the fashion industry.

The results of the study can be used by general managers of companies, marketers and administrative managers to select strategies and make decisions under the current and future fashion industry demands in markets at different developmental stages.

The rise of fast fashion has changed the face of global fashion. Despite sector growth, critics have questioned the level of obsolescence, encouragement of over-consumption and fast fashion's unsustainable business practices. Specifically, mounting concerns surround the impact on environmental, worker and animal welfare. Accordingly, the aim of this current work is to understand the influence of consumer's values on ethical consumption in a fast-fashion context.

An online survey was designed to collect responses relating to personal values and ethical concerns towards animal and worker welfare issues, as well as environmental concerns. A total of 350 US-based fast-fashion consumers completed the survey via Amazon MTurk. Factor analyses and structural equation modelling were used to analyse and test a theoretically hypothesised model.

This study found that self-transcendence values and openness to change values have a positive impact on consumers' levels of ethical concern towards animal welfare, the environment and worker welfare concerns within the fashion industry. Furthermore, a consumer's level of concern towards animal welfare and the environment positively influences a consumer's likeliness to purchase ethically marketed fast fashion.

This is the first study to investigate the role of consumer values and their influence on ethical concerns within the fashion industry and the impact of these concerns on intentions to purchase ethically marketed fast fashion. Responding to calls for further research into ethical consumption of apparel, this study includes all elements of ethical consumption identified, including animal welfare. This study identifies ethical areas of concern salient amongst fast-fashion consumers and provides a deeper understanding of the values impacting the level of ethical concerns surrounding animal welfare, the environment and worker welfare.

The purpose of this paper is to discuss how the configurations of short life cycle, low quality, design and price, influence customer purchase intention in fast fashion and high technology industries in China.

The traditional thinking is that products with high quality and low price will win more customers. However, the authors can notice that high quality products usually have high cost. Therefore, it is necessary to do more research on how customers can accept low quality products. The authors take fast fashion products and smart phones as empirical studies, collecting data from customer’s online survey. Based on the methodology of fuzzy set qualitative comparative analysis, the authors analyse the relationship between the factors of short life cycle, low quality, design and price and influence customer purchase intention.

The authors find that price is the most important influencing factor. Low price is a strong competitive factor in the market. As to low quality products, low price can be achieved relatively more easily than with high quality products, resulting from relatively poorer raw material or configurations. Hence the connection between quality and price may give an idea to enterprises that customers will accept low quality products with low price. Moreover, according to the research, different generations are equally affected by the low price condition, regardless of customer gender and household income.

Because the study only focuses on fast fashion and smart phones industries, future work needs to replicate this study with individual data for different industries and with alternative methods to reinforce the confidence in the research. Meanwhile , this research studied mainly the customer perspective, it would be desirable to extend the study to the enterprise perspective and find out the difficulties that limit them in using low quality products to meet market needs. This may revel some cultural differences in purchase behavior among different countries and the discussed industries can be expanded to a larger area.

The study offers a number of managerial implications. With the rapid changes in people’s aesthetic sense and developing high-tech, it is more and more necessary for companies to think about how to win more customers and earn more profits. Low quality products have advantages as they will lower companies’ costs in many dimensions, improving the speed of supply. It helps firms to take low quality products into consideration and think whether they will influence different aspects of the company assistance firms to get a deeper understanding of customer psychology and make better decisions on their products.

The paper fills the gap in the research field by exploring how consumer behavior is affected by different conditions.

The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion.

Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion.

Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands.

Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.

The purpose of this paper is to explore the antecedents of actual purchase behavior vs satisfaction at the point of purchase and the antecedents of actual unplanned vs planned purchase behavior.

By using both survey and actual purchase data from a total of 3,300 shoppers of a Korean fast fashion brand, the multivariate regression analysis and two separate logistic regression analyses were compared to respond to the research questions.

The noticeable point of the findings is that the factors influencing the level of satisfaction and the probability to purchase were different. As common factors for both actual purchase and satisfaction, value for money, and affordable price are the first things that the practitioners have to keep in mind when developing a strategy for fast fashion stores. However, unplanned shoppers, who are over half of buyers, are negatively influenced by the affordable prices in their buying decisions.

The results of this study have implications for the retailers, especially those selling fast fashion products in South Korea.

The current study has merit because of its use of secondary data collected by a large marketing research company on Korean domestic fast fashion brand. In particular, the combination of the large sample survey data collected right after shopping and the actual receipt of purchase has its unique value.

This study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.

The study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.

The findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.

This study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

The purpose of this paper is to investigate the market structure and the key drivers of the competitiveness of an agile and collaborative fast fashion supply chain using South Korea’s Dongdaemun fashion market – one of the world’s largest and most competitive fashion hubs – as an example.

A qualitative approach is employed with a two-stage study. The first stage is a preliminary study based on a desk research and several field visits, while the second is an in-depth interview study with seven informants collectively representative of the members of all echelons along a fashion supply chain.

The findings demonstrate that the Dongdaemun fashion market has a complex market structure and a unique business pattern. Supply chain agility and collaboration are two important components of its success, which are supported by five factors: self-sufficient structure, multiple-integrated network, strong entrepreneurship, close and long-lasting buyer-seller relationships, and quick-response product delivery and inventory replenishment.

This study extends our knowledge of supply chain management in the fast fashion industry and provides insights to assist in the development of supply chain strategies in other fashion markets and/or other industries. The extended conceptual framework as well as the proposed questions may serve as points of reference for future studies in the subject area.

Detrimental impacts on social and ecological well-being of excessive fashion consumption and production practices are posing threats on future generations. Therefore, the need for sustainable solutions and endorsing them through social marketing efforts is more urgent than ever. From the consumption angle, this study aims to explore the driving forces behind consumers’ restless desire for the new and the growing need to consume sustainably.

This paper is conceptual in nature, and through a review of the literature in fashion, consumer, sustainability and social marketing studies, it examines why consumer desire for the new is so profound and how it conflicts with sustainability goals of the fashions industry. With a macrosocial approach, it reveals how multiple constituents of the fashion system can contribute toward sustainability goals.

This study explains consumers’ psychological and social needs driving their restless desire for the new and the role of fast fashion companies fuelling this desire. It also discusses the consequences of excessive fashion consumption and presents social marketing solutions at micro, meso and macro levels with upstream and downstream effects toward sustainability goals.

Considering the increasing consciousness about the negative impacts of excessive fashion consumption, this study suggests both practical and social implications that are associated with multiple stakeholders including consumers, fashion companies and public policymakers.

This study reveals in detail the challenges and potential social marketing solutions at micro, meso and macro levels, concerning the conflict between consumers’ restless desire for the new and the pressing need to consume more sustainably.