Fashion consumption practices of millennials women: between fast and slow fashion

Abstract

Purpose: The ephemeral nature of fast fashion has influenced a change in people's thinking around the world about its production and consumption practices. This change in social behavior has been noticed, as people question the current way of consuming and provoke what has been called slow fashion. In this way, how is the adherence to 'practices' of fashion consumption, considered as slow fashion, by young women, an age group inserted in the millennials classification? Would it be a transition from fast to slow?Design/methodology/approach: This research has a qualitative approach, and its type is classified as exploratory, making use of the interview as a data collection technique.Findings: The results showed a steady consumption within the large retail of fast fashion due to low prices, convenience, and easy access. However, the interviewees showed trends in positioning for the consumption of slow products.Originality/value: It is concluded that fast fashion, until nowadays, is the concrete and hegemonic practice of fashion consumption, and it is not possible to view it as an ex-practice, since the three criteria of its classification still remain connected. As for slow fasion, this is in a proto-practice state, as component elements are identified, but connections have not yet been made.