The Fast Fashion Issue
Analyzing Consumer Behavior
June 2022 Issue | ShilpaAhuja.com
Model: Gresa Nafezi (@gresanafezi); Photographer: Genc Fona (@gencfona.photography); Stylist: Lena Fona (@uniquebyanel); Hair & Makeup: Diana (@diana_hairmakeupartist); Retouch Artist: Dea Tafarshiku (@retouchbydea)
by Staff Writer/ Fashion Journalist Ishita Singhal
Fast-fashion brands are overproducing at breakneck speed and consumers are throwing away before they are able to fully utilize the garment they just purchased.
Our Survey on Fast Fashion-Related Consumption Habits:
To get a deeper understanding of consumers’ perspectives, ShilpaAhuja.com conducted a survey in January 2022. 100+ fashion consumers who participated were in the age group 14 – 40 years, an 80% majority being 15 – 35 years old, out of which 86% identified as female.
The results of our investigation have determined that —
82% of consumers purchase more than 10 garments a year. 70% of consumers bought their garments from fast-fashion brands. 60% of consumers enjoy purchasing clothing for mere enjoyment or retail therapy. Read more…
Inside this issue:
Discover the June 2022 issue of ShilpaAhuja.com’s digital fashion magazine. You can view the full resolution cover and read featured stories.
Shilpa Ahuja the editor-in-chief of ShilpaAhuja.com, which she founded with the goal of inspiring confidence in the modern working woman through fashion. Other than defining the direction of the magazine, she also writes about fashion & beauty trend forecasts, industry analysis, and opinions.
Shilpa’s work has been published in the University of Fashion blog and Jet Airways magazine. She is also an artist, illustrator and cartoonist. She is also the creator of Audrey O., a comic series that represents the lifestyle of millennial women. She enjoys creative writing and world travel. Her art has been exhibited at Harvard Graduate School of Design and the Aroma Hotel, Chandigarh and been published in Chandigarh Times.
Originally from Chandigarh, Shilpa also has a degree in architecture and has worked in interior project management. She is also the author of the book “Designing a Chinese Cultural Center in India”. Shilpa has a Masters in Design Studies degree from Harvard University.
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