Title page for ETD etd-05272012-105401

Document Type Master's Dissertation
Author Moeng, Raleshaba
URN etd-05272012-105401
Document Title Fast fashion retail : a consumer perspective
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr M Goldman Supervisor
  • fashion
  • consumer
Date 2012-03-08
Availability unrestricted
The superior financial performance of retailers who utilise Fast Fashion strategies have focussed attention on these methods while simultaneously pressurising other retailers to follow suit. Fast Fashion refers to strategies employed by retailers to meet frequently changing consumer tastes and demands by optimising their design and production processes.

This study aimed to determine the applicability of Fast Fashion in South Africa by conducting a study of consumers who frequent fashion retail stores. The literature review indicated that there were four key Fast Fashion variables that were related to consumer behaviour: Renewal Cycles, Supply, Quality and Price.

The findings showed that Renewal Cycles and Price are key variables for consumers in fashion retail, affecting the frequency of purchases and store visits. The implication of this result is that retailers who implement Fast Fashion strategies would do best by selecting strategies that directly impact these key variables.

Copyright 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Moeng, R, 2011, Fast fashion retail : a consumer perspective, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05272012-105401/ >


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