Fast Fashion vs. Slow Fashion: Consumer Behavior, Ethical Branding, and the Future of Sustainable Retail
Abstract
The fashion industry stands at a pivotal crossroads, facing increasing scrutiny over the environmental and ethical implications of fast fashion while witnessing a shift toward sustainable alternatives. This paper examines the contrasting paradigms of fast and slow fashion, focusing on consumer behavior, ethical branding, and the sustainability of retail practices. Through a comprehensive literature review and analysis of current trends, the paper evaluates how fast fashion’s rapid production and consumption cycles contribute to environmental degradation and social injustices. Conversely, slow fashion emphasizes sustainability, quality, and ethical production, aligning with a growing consumer demand for transparency and responsibility. Findings suggest that while fast fashion dominates due to affordability and accessibility, there is a significant shift toward slow fashion principles driven by increased consumer awareness and demand for sustainable practices. The study concludes by discussing the implications for retailers and policymakers in fostering a more sustainable fashion industry and outlining a roadmap for the future of sustainable fashion.
