Understanding Online Fast Fashion Evaluative Cues Used by Saudi Arabian Consumers

Abstract

One of the physical forms of expressing one’s style and personality is through the way they dress up. For this reason, the fashion industry is one of the most globalized industries. The fashion industry is constantly evolving due to the influences of society, the economy, and technology (Gazzola et al., 2020; McNeil & Moore, 2015). Over the past few decades, the manufacturing of clothing and jewelry has become fast-paced; this model was later coined as fast fashion. The term “Fast Fashion” describes the clothing supply chain model that mass produces clothing using inexpensive and low-quality materials (Zamani et al., 2017). This fast-paced model is intended to design, manufacture, and vend the recently trending clothes to keep up with the consumer’s demand. The fast fashion model was first introduced by Amancio Ortega and Rosalia Mera, founders of the company Zara (Tokatli, 2007), and later adopted by other retailers such as SheIn, H&M, and Forever 21 because it was efficient in maximizing their profit. However, the mass production of clothing is believed to be not environmentally friendly. Also, it is becoming increasingly common for consumers to make purchases online rather than in physical stores. Online stores are now accessible anywhere, anytime, from any location with an internet connection. There is a greater range of product choices available to consumers, as well as the ease of switching between retailers (Ha et al., 2007). This study aims is to explore more on the consumers’ decision-making process when purchasing online. Additionally, it aims to investigate whether the COVID-19 quarantine influenced people's buying decisions, and what effects did it have? The study is significant because of its contribution to making individuals understand the factors that influences a customer’s choice of buying. It is alarming how popular and how widely spread they have become. Therefore, it is beneficial to learn what made consumers shift from physical stores to online stores, such as the fact that people are no longer comfortable interacting with others in person. The aim of this research study identifies the understanding of fast fashion online between Generations Y and Z after COVID19 in Saudi Arabia. The research was conducted through a quantitative survey questionnaire of respondents in Saudi Arabia to understand the differences between both generations of Y and Z toward fast fashion after COVID19. The data collected from this study provides the basis for continued study on the demographic of Y and Z customers and their decision processes when purchasing fast fashion online. In conclusion this research portrayed the results of these categories, and it concluded that Generation Z value more fast fashion after covid 19 than Generation Y.