Consumption practices of fast fashion products: a consumer‐based approach

Purpose The aim the present study is to investigate the consumption practices of fast fashion products. During the introductory stage of this phenomenon, most academic literature has focused its attention on structural and industrial aspects of the fast fashion phenomenon. Now that the phenomenon has been present as a part of individuals’ daily lives for some years, the time is ripe for taking a closer look at consumers’ standpoint. Design/methodology/approach The qualitative technique of focus groups was chosen to carry out the research study within Italian consumers. The decision to exploit this methodology was largely guided by the exploratory purposes of this study and by the willingness to analyze the phenomenon of fast fashion and the consumption practices by adopting a social perspective. Findings Results of the exploratory study show an overview of the phenomenon of fast fashion from the standpoint of the consumers and especially of the way they “live” fast fashion and integrate these products in their consumption practices. Originality/value The study reveals a new perspective of analysis (consumers’ standpoint) to the phenomenon of fast fashion not previously investigated and suggests useful ideas to guide the strategic levers and communications through which fast fashion companies can identify their own evolutionary path.