Research: Consumer behaviour statistics

When writing my dissertation, I found that I was missing some statistics about consumers and their usage of fast fashion so I conducted some research to find out how fast fashion is consumed. I read a thesis about consumer behaviour characteristics in fast fashion. This research may not be very reliable as the sample was only small so it isn't very representative of the whole population that buy fast fashipn. The participants were also mostly Swedish so it is useful for seeing how fast fashion is consumed in places other than in the UK as most of my research has focussed on fast fashion in Britain. The thesis was written in 2010 so it might be out dated now, however, there has been little research into consumer behaviour with fast fashion so this research is useful for giving an idea of consumer habits.

• Shopping frequency decreases with age - most 13-18 shopped twice a month, 20-26 ranged from twice a week to twice a month, 31-39 shopped less than younger groups, once or twice a month, and 47-55 shopped once a month. Suggests that 20-26 buy fast fashion the most (p11)
•  21/28 said that fast fashion brands being cheap is what makes them buy from them, 17/28 said it was because the clothes were trendy and 6/28 said it was habit.
•  46% said they didn't care about the brand that they bought from
•  Most clothes that people bought was for daily basic needs (18), weekends, work days and parties were bought for equally (8)
•  Fast fashion's garments being good looking was the main reason people bought from them, some people said that good price was the main reason. good price was the most common second most important (11/28)
•  10% said they got bored easily of the clothes they had bought and would wear them once and throw some away. 85% said they still thought the products they had bought in the last half year were good.

This research was useful as it highlighted some of the differences in shopping habits of consumers.