Home / Knowledge / News / Fashion / US 'fast fashion' trend losing ground with consumers, ISU
US 'fast fashion' trend losing ground with consumers, ISU
24
May '11
Elena Karpova says U.S. consumers are increasingly interested in "fast fashion" -- more frequent replacement of inexpensive clothes that become obsolete several weeks after they're purchased. And the Iowa State University apparel, educational studies and hospitality management assistant professor reports that the U.S. apparel industry has responded in kind with its product lines.

But according to a new study that Karpova collaborated on with ISU graduate student Juyoung (Jill) Lee, the U.S. industry's fast fashion focus has resulted in diminishing returns on market share -- both at home, and abroad in Japan.

"These findings confirm empirically what scholars have been speculating about," Karpova said. "There was a very strong push in the 1980s from the apparel industry and associated interest groups to make American consumers buy 'Made in the USA' apparel. The industry went this route in the hope that U.S. consumers would support the industry. And they didn't. They just didn't see value when they compared the quality of U.S. apparel with imports."

Lee and Karpova's study, "The U.S. and Japanese apparel demand conditions: implications for industry competitiveness," appears in the latest issue of the Journal of Fashion Marketing and Management. The ISU researchers used government trade and consumption data from 1995-2004 from both countries in their analysis.

Price-conscious consumers shape U.S. market
Based on calculated price and income elasticities, they report that price sensitivity of U.S. consumers shaped the nation's apparel domestic market to keep product price low rather than increase its quality with respective price. They found that U.S. consumers were primarily price-conscious in purchasing clothes. By contrast, Japanese consumers increased their purchases of higher quality, domestically produced apparel, but decreased the purchase of low quality imported apparel when its price increased.

Census data shows that domestic output of U.S. apparel producers dropped by 40 percent between 1995 and 2004, even though the overall market expanded -- fueled by a 50 percent increase in imports. At the same time, the Japanese market shrank by 50 percent, but Japanese apparel firms held their domestic market share during that decrease. Lee says the U.S. now ranks third among apparel importers to the country.

The researchers contend that the U.S. apparel industry's focus on lower quality, low cost clothes -- an attempt to compete with inexpensive imports -- was a reason for decreasing industry competitiveness amid a booming U.S. market.

"I think because U.S. consumers have been price conscious, they generated the whole trend in the industry called 'fast fashion,'" Karpova said. "American consumers want styles to change quickly and they want to see new merchandise in their favorite stores almost every week -- and at affordable prices. And that has meant that U.S. companies producelower quality items that last a shorter period of time."


Must ReadView All

FDI in Vietnamese textile-garment projects on the rise

Apparel/Garments | On 24th Jun 2018

FDI in Vietnamese textile-garment projects on the rise

The European Union-Vietnam Free Trade Agreement and the Comprehensive ...

Courtesy: Alizilla

Apparel/Garments | On 24th Jun 2018

Alibaba Group sets up office in Kuala Lumpur

Strengthening its commitment to Malaysia, Alibaba Group has set up an ...

Bombay Dyeing plans to wind up Indonesian JV

Textiles | On 24th Jun 2018

Bombay Dyeing plans to wind up Indonesian JV

Bombay Dyeing & Manufacturing Co Ltd plans to wind up its loss making ...

Interviews View All

Asim Dalal
Indo Count Retail Ventures

Today, there is no other emerging market as India, "we make in India and...

Smith Vaghasia
Sanado India

Online remains the best destination for shopping

Yashiki Gumber
Sahiba Fabrics

Fabric does not restrict us from fashion trends

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Carolin Russ

Weko, Weitmann & Konrad GmbH & Co KG, based in south Germany, is...

Mala Alwani

<div>Delhi-based fast fashion womenswear brand, Besiva, aims to bridge the ...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Divvya and Nidhhi Gambhir
Walnut

<b>Divvya and Nidhhi Gambhir</b> started their career with the launch of...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Samar Firdos
Arvind Ltd

<b>Samar Firdos</b>, Chief Manager (Design) at Lifestyle Apparel Denim...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search