FAST FASHION UNDER SCRUTINY: MARKETING INFLUENCE, PROFIT, AND THE CHALLENGE OF SUSTAINABILITY

Abstract

This project analyses the impact of marketing on the rise of the fast fashion industry, as well as the ethical and environmental implications associated with its production and consumption model. Through a mixed methodology, combining a survey and a focus group, we examine how marketing strategies influence consumers' purchasing decisions. On the other hand, through an observation of the annual reports of the major brands belonging to the industry (Inditex, H&M and Shein), we could analyse the financial data and so, their profitability.