(III) Changes in consumer concepts

The change in consumer concepts has also had a profound impact on the fast fashion industry. Today, consumers are no longer satisfied with just pursuing fashion trends, and their pursuit of quality, personalization and sustainability is getting higher and higher.
With the improvement of living standards, consumers have increasingly stringent requirements for clothing quality. They are no longer willing to sacrifice quality in pursuit of fashion, but pay more attention to the fabric, workmanship and comfort of clothing. Some consumers complained online: "The quality of ZARA and H&M is not as good as some domestic brands, and the price-performance ratio is getting lower and lower. It is better to buy domestic brands on e-commerce platforms." This high demand for quality has caused some fast fashion brands to lose the trust of consumers due to product quality issues.
Personalization is also an important direction pursued by current consumers. Young consumers, especially Generation Z, are more pursuing unique personality expression and hope to show their uniqueness through clothing. They are no longer satisfied with the popular styles provided by fast fashion brands, but prefer to choose clothing that can reflect their personal style. Relevant consumer survey data show that more than 70% of Generation Z consumers said that they would give priority to clothing brands with unique designs.
Today, with the increasing awareness of environmental protection, sustainability has also become an important factor for consumers to consider when buying clothing. More and more consumers are beginning to pay attention to environmental issues in the clothing production process and are willing to pay higher prices for environmentally friendly and sustainable clothing. According to data from market research institutions, about 40% of consumers said that they would give priority to the brand's environmental protection concept and sustainable development initiatives when purchasing clothing. This change in consumer concepts has put fast fashion brands under tremendous transformation pressure. If they cannot meet consumers' demands for quality, personalization and sustainability in a timely manner, they will easily be eliminated by the market.

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