Fast Fashion Frenzy: Analyzing Consumer Buying Behavior in the Age of Instant Trends

Fast Fashion Frenzy: Analyzing Consumer Buying Behavior in the Age of Instant Trends

Ritik Raman, Samyak patnaik, Ajay Singh, Ankit N padhi,

Fathimathul Rinza Ameer, Dr. Pooja Khanna

MBA Student, Mittal School of Business, Lovely Professional University, Phagwara,

India1

Abstract—Fetching  into  the  fabric  of  global  apparel would be around $40 billion by 2025, mainly owing to business, speedy fashion has become the game-changer in influencing consumers' manner of engaging with clothing trends. It is characterized by fast production cycles, cheap pricing, and constant innovations such as new patterns to align with the demands of modern customers for instant and varied availability. This model thrives at the influence of digital platforms, where social media and e-commerce merge to spread micro-trends and consumer impulsivities. But it really comes with huge costs of unsustainable environmental goods and labor exploitation with a disposable consumer mentality. The paper documents and designs early driving forces in adopting and determining the life between social media trends, culture, and technological innovations. This research also throws light on the environmental and ethical implications of the industry as documented, thus addressing an urgent need for sustainable measures while providing strategies to help inspire more conscious consumer behavior. These understandings aspire to build bridges over the divide threatening fashion consumption and sustainability, advocating equilibrium for the benefit of all parties in the industry and the earth.

Keywords—Consumer tendency, fake fashion, instant trends, sustainability, social media influence, conscious consumption, ethical fashion, micro-trend, circular economy, overcompensation, environmental impact, influencer marketing, sustainable practices in fashion, supply chain transparency.