Rethinking the Circularity of Fast Fashion. Study Case on Mass Retailers’ Current Practices

The fashion industry despite its big contribution to the global economy is one that impacts the environment and uses a big number of resources during the process of manufacturing, period of use and after the supposed end of life of the clothing items. Based on previous studies, in this article we will analyze the consumer behavior of buying clothes, especially from the fast fashion platform SHEIN, but not only. For the literature review we took the relevant studies that go around the fashion manufacturing and circularity. The article will also propose and analyze viable solutions for reintegrating clothes while checking current ethical and sustainable practices. It is known that time and commodity are two essential factors that determine the behavior of the consumers, a hypothesis that is further verified. The research methods for this were both quantitative and qualitative. Some of the questions followed the attractivity elements that keeps consumers engaged despite knowing the environmental problems caused by fast fashion. Circular fashion is a possible future scenario by taking a deeper approach on the supply chain management in the relation with the consumers ongoing and changing needs.