THE IMPACT OF SUBLIMINAL MESSAGES ON CONSUMER'S PURCHASING DECISIONS IN FAST FASHION

Abstract

The fast fashion industry has experienced explosive growth in recent decades, driven by its ability to quickly adapt to trends and offer products at affordable prices. Unlike luxury fashion, which maintains an exclusive customer base, fast fashion has democratised access to the latest trends, attracting a massive and diverse audience. This phenomenon has been largely driven by innovative marketing strategies, especially in the digital sphere, where platforms such as Instagram and TikTok play a crucial role in the dissemination of advertising campaigns. This dissertation analyses the influence of subliminal messages on the purchasing decisions of fast fashion consumers, assessing how these stimuli affect consumer behaviour in an unconscious way. Through theoretical analysis and quantitative research, it explores the neuromarketing techniques used by leading brands such as Zara and Shein and evaluates their effectiveness in generating impulse purchases. The research also addresses the ethical implications of using subliminal techniques and the challenge of achieving long-term loyalty in a market characterised by rapid consumption and ephemeral trends.