CONSUMER PERCEPTION OF FAST FASHION QUALITY AND DURABILITY

Abstract

This research paper explores how customers view the quality and long-lasting nature of fast fashion items, it also examines how these views impact their mindset and buying behavior. Given the quick surge in popularity of budget-friendly clothing labels, grasping what customers anticipate is now especially critical for businesses wanting to remain relevant for a sustained period of time. The study utilizes firsthand information obtained through questionnaires and casual conversations with regular fast fashion consumers, alongside existing research taken from industry publications and scholarly articles. It investigates the major aspects that how consumers perceive the fast fashion, focusing on texture of fabrics, expected value for the price, brand image, and prior experiences using the products. The paper also considers the ways regarding resilience, ecological impact, and the life expectancy of products influence how much customers trust brands and whether they buy from them repeatedly. It also brings attention to the growing importance of digital comments, opinions shared on social networks, and product scores on the internet when it comes to shaping beliefs about quality. The goals of the findings are to assist fast fashion companies in improving their strategies for their products, refining how they communicate about quality, and strengthening the trust customers have in them within a market that is becoming ever more competitive.