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MIT INSTITUTE OF DESIGN

MIT Institute of Design

Consumer Behaviour
Case study on:
‘Fast Fashion is short lived and brands must propagate Slow Fashion’

Gladwin Joseph E
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CASE STUDY:

Case Summary

Introduction:
This study aims to understand the importance of slow fashion and of how the fast fast uses poor-
quality of materials that are non bio-degradable and non-recyclable. This case study describes the
effects of fast fashion when many brands recreates styles and trends from the runways and sell
them for lower price and higher quantities in the mass market which are short lived because of it’s
value and benefits. In this Study, we analyse the importance of Slow Fashion which is know for its
quality, design, and longevity. The case study propagates brands to follow slow fashion that
encourages slower production, fair wages, lower carbon footprints, and (ideally) zero waste. 
This Case study also describes the marketing strategy for brands like Zara to go for a sustainable
clothing line line like Nicobar.

Objective:
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• Summarising the outcome of Fast fashion like Zara that are short lived because of the fast
moving trends and how brands must follow slow fashion.for a better environment that can still

be followed in an ethical way.

BACKGROUND ANALYSIS:
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‘FAST FASHION IS SHORT LIVED AND BRANDS MUST PROPAGATE

SLOW FASHION’

FAST FASHION:
• They’re ahead of fashion Industry.
• They pollute the environment.
• Fast fashion encourages overspending and overconsumption.
• Non-Bio degradable.
• Micro fibers are polluting the oceans.

• They form a huge textile waste.

SLOW FASHION:
• Made from sustainable quality products.
• They are mostly made by local craftsmen and retailers.
• They are so much more fashionable.
• Fewer styles in per collection.
• They’re locally sourced, produced and sold garments.

WHY SLOW FASHION AND WHY NOT FAST FASHION ?

• They control the environmental pollution and textile production but fast fashion brands like Zara
are more focused in manufacturing that goes with seasons and trends.
• Encourages consumer to buy wishful products that has good quality but fast fashion fashion
encourages overconsumption and disposable fashion.

MARKETING STRATEGY:

Zara follows what it calls an “oil stain” strategy. It

means Zara opens its first few stores in a country to
get an understanding of a market and then uses that
knowledge as it expands into that market.
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NICOBAR follows a simplistic approach

strategy that minimal and sustainable.

ALTERNATIVES:

Sustainable clothing are eco-friendly but expensive but there are brands that offer affordable
clothing and promotes ethical practices in production by following the fashion trends.
but can this alternatives be good ?
Not really !
It is one of the tricks played by most of the fashion brands to attract consumers by making ads that
are related towards sustainability and hence not all fast fashion brands do what they say.

PROPOSED SOLUTION:
• Take good care of the fast fashion clothes that you already own.
• Shop less, Choose better, and buy only the products that you love.
• Go for clothes that are high quality.
• Start thinking about second handed processed clothes.
• Support ethical brands. (Slow Fashion)

CONCLUSION:
Slow fashion not only has a positive impact on the environment, but also brands can saves a lot of
money that could be put to better use.

Reference
https://swirlster.ndtv.com/style/3-reasons-why-you-should-choose-sustainable-fashion-1865637

https://www.chattersource.com/article/fast-fashion-alternatives

http://www.bha.co.in/project/nicobar/

https://www.borngroup.com/how-zaras-winning-strategy-is-disrupting-the-indian-fashion-retail-industry/