How fast fashion has shaped and impacted different socioeconomic groups within the United States

• In Event: Economic Sociology Section Roundtables
  In Refereed Roundtable (60 minute): Roundtable 12: Intersecting Inequalities

Abstract

From imitating notable figures, to enlivening your wardrobe, or even just keeping up with current fashion trends; purchasing clothes has impacted Americans economically and socially within the past decade. This isn’t on accident, companies are strategically altering their marketing, production, customer experience, and even product value to influence customers into purchasing certain items. Capitalism has categorized society into three economic levels; the low, middle, and high class, which essentially determines their overall social position in society. Many companies are participating in fast fashion to target low to middle class individuals to increase their profits. Fast fashion is a type of business model where companies sell more affordable clothing quickly in high numbers to meet consumer demands. This business model has had major effects towards society within the economy, social groups, individual agency, stratification, and even morality. This issue started becoming known in the late 1900s, and with the globalization of fashion started to occur in the early 2000s, it escalated. The term fast fashion has had a global impact on society for decades and just within the past decade we have noticed a larger effect within North America. With internal trade agreements, the globalization of fast fashion has had greater effects on its consumers more so than its partnerships. With increasing of price tags, to garment changes, product quality, and even design flaws; consumers have experienced the full burden of these effects. Consumer culture theory describes how consumer consumption are influenced by identity and cultural practices of race and social class. This theory analyzes the relationship between consumer behavior to certain products, social trends, marketing strategies, and even communities. Utilizing this theory in my research will show any prevailing tendencies around certain consumer behavior from the effects of corporate decisions.

Author

• DeJuwuan Pope, California State Univ-Dominguez Hills