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

Supervisor

Advisor Name	Title
Mr M Goldman	Supervisor

Keywords

fashion
consumer

Date

2012-03-08

Availability

unrestricted

Abstract

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/ >

F/12/4/612/zw

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