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
Date 2012-03-08 Availability unrestricted AbstractThe 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.
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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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