However controversial it may be, fast fashion is still widely used.
Author -
Clothing Ship
December 05, 2022
0
However controversial
it may be, fast fashion is still widely used.
Six of the top 15 most well-known companies globally are from the
fast-fashion industry. This shows that consumers are becoming more interested
in fast fashion, which is focused on mass production rather than quality
manufacture.
According to a recent study, fast
fashion is still popular among consumers despite the frequent focus of
research, contention, and debate over its effects on the environment and
people. Shien will even top the list of the most popular brands in the world by
2022.
What fashion company do
you prefer?
It's probably a fast-fashion brand,
according to a recent Money.co.uk study, as these appear to be quite well-liked
by customers. The comparison website even claims that the Chinese juggernaut Shien
is currently the most well-known brand in the world after analyzing a full
year's worth of Google search data from (almost) every country in the globe.
And that's no small accomplishment
considering the ultra-fast fashion brand didn't even make the list the previous
year.
Surpassing Zara
Six of the top 15 most well-known
companies globally are from the fast-fashion industry, which is seeing
increased popularity due to its focus on mass production rather than
high-quality manufacture and affordable costs.
Shien is also proving to be a
consumer favorite, at least in terms of searches, coming out as the number-one
brand in 113 different nations despite receiving criticism on a regular basis.
Another fast-fashion juggernaut, Zara, falls to second place as the top brand
in "only" 26 countries while the brand in question steals the show.
On every continent, Shien comes out
on top of the search results (by a wide margin), especially in Europe, where
Zara is losing ground to Shien.
The same is true for North America, where the
low-cost fashion expert is at the top of the list in 20 out of 24 countries,
before
Shien’s rule is exceptional, winning
in the majority of the nations on these continents from Asia to South America,
Oceania, and Africa. Although the ranking is based on search data rather than
sales, it is obvious that the Chinese company, which has come under fire for
having a huge environmental effect, is generating a lot of attention in a
sector that appears to be mostly dominated by quick fashion.
Overshadowing premium
brands of note
A comparable chart that was created
just two years ago underlined the dominance of luxury brands, starting with
Louis Vuitton, which topped the list of searches in 47 different nations.
Chanel, Gucci, Calvin Klein, Rolex, Coach, Tory Burch, Loewe, Valentino, and
Fendi were the ones that came after.
After a year, the first indications
of change became apparent, including the clear dominance of fast-fashion and
sportswear companies like Zara, Asos, Nike, Adidas, and H&M. Nevertheless,
a number of upscale companies, like Dior, Louis Vuitton, Chanel, Tommy
Hilfiger, and Gucci, continued to dominate the list.
Only four luxury or premium brands
remain at the top of the list in 2022: Dior, Chanel, Hugo Boss, and Michael
Kors, who are ranked 10th, 11th, and 12th, respectively. These brands are
eclipsed by others like Zara, H&M, Uniqlo, and Asos, to mention a few. This
rating might seem as unexpected as it is startling at a time when environmental
concerns are forcing fashion firms across the board to innovate.
A reign coming to an end? However,
2023 could perhaps be the year of transformation. Consumers may become more
aware of the degree of the environmental catastrophe that particular companies
and fashion chains represent as a result of environmental labeling, bonuses for
the most ethical businesses, and other actions. In addition, innovative methods
like upcycling, repair services, and resale may gradually gain popularity among
customers.
How the popularity of
knitting is battling quick fashion and stress
Another aspect may be a prospective
war on quick fashion, which some people in the fashion business have already
proclaimed. A notable illustration of this is the choice made by the secondhand
marketplace Vestiaire Collective to exclude fast-fashion labels from its online
store.
The decision is supported by the
enormous amounts of waste that this industry produces, and it may inspire other
similar initiatives while also helping to turn consumers away from these
budget-friendly brands.
Using Google's keyword
planner, Money.co.uk analyzed search data from around the world in November
2022. Using the annual search data for each brand in each country, the top
brand in each was determined. The biggest changes globally were identified by
comparing the 2022 data to the 2021 data.
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