FAST FASHION: COMPULSIVE BUYING BEHAVIOUR IN INDIAN APPAREL INDUSTRY

Fast fashion brands

In India, Fast Fashion is emerging as an important and growing category in garment retail. Fast fashion brands like Zara, Gap, H&M, and Forever 21 have entered India's retail market in the last few years. Fast Fashion has rapid fashion cycles, what is “in” is always changing, causing consumers to feel pressure to continually update their wardrobes (Cwerner, 2001). Compulsive buying entails consumers who buy frequently, often without controlling their urges (Muller, et al., 2015). This is an international phenomenon that is spreading around the world and has a significant percentage of people qualify as “excessive shoppers” who show traits of compulsive shopping behaviour (Greenpeace International, 2017). According to the article in Quartz Media LLC (US), Fast Fashion’s sad cycle of compulsive shopping, guilt, and regret has spread to Asia recently. We assess current literature in the context of customer buying behaviour, fast fashion, values, and psychographic traits. We attempt to find out the gap in research both in academic and marketing aspects regarding the Compulsive buying behaviour of Fast Fashion consumers concerning values and psychographic traits. The study will also define research questions and build a conceptual framework according to the research gap. Theoretical and Practical Implications: By understanding compulsive shopping tendencies, fast fashion retailers can strategize their merchandise in a way that stimulates consumers’ urges. Furthermore, researchers should continue to investigate fast fashion consumers values and psychographic traits to develop a better understanding of consume

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