A STUDY ON PREFERENCE OF CONSUMERS TOWARDS SLOW FASHION AND AWARENESS ON THE IMPACTS CREATED BY E-COMMERCE AND FAST FASHION IN CHENNAI
Author(s):
Saroj K M
Keywords:
Fast fashion, Slow fashion, e-commerce, consumer preference, shifting market trends, social media
Abstract
Fashion is a term that is often connected with change and evolution. The fashion cycle has evolved and impacted the globe in many ways since ancient times. The development of e-commerce, particularly in the textile domain, has seen a remarkable improvement in the past few years. Especially with the effect of the pandemic, every trade, be it small or big, has translated itself to online mode due to the new digital era. In this fast-moving world, slow fashion has lost its way with various social media interventions. E-commerce increases the risk in the fashion industry by impacting the supply chain. New technologies and shifting markets have hugely impacted the fast fashion trend. The importance of slow fashion that considers the supply chain and the wellbeing of the environment is the need of the hour. This research mainly aims at creating awareness about slow fashion and changing consumer preference towards the same. For this purpose, the study aims at quantifying the before and after preferential aspects of college going women. The quantified data is to be analysed using statistical tools.
Article Details
Unique Paper ID: 155546

Publication Volume & Issue: Volume 9, Issue 1

Page(s): 1067 - 1070
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