• However controversial it may be, fast fashion is still widely used.
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• 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.