Fast Fashion in the Age of Social Media and the Role of Retailers

Abstract

Fast fashion has become popular among Western consumers since the turn of the century. With the invention of social media, these two industries have become integrated through consumer interest and retailer intervention through sponsorship. This study seeks to better understand current consumer perceptions of fast fashion retail practices to explore causes of the perpetuated unethical practices in the industry. Consumer perceptions are evaluated through an online ethnographic study of TikTok to understand Western consumer perceptions and consumption of items made by laborers in the Global South. This data is supplemented by quantitative data regarding transparency of practices within the fashion industry. This study aims to contextualize the role of retailers in the exploitative relationship between consumers and producers and highlight the lack of transparency in fast fashion retail practices.