1.
Nidhi
– Gargi College, University of Delhi, Delhi, India.
2.
Rupal Arora
– Gargi College, University of Delhi, Delhi, India.
3.
Monika Aggarwal
– Gargi College, University of Delhi, Delhi, India.
4.
Anica Agarwal
– Gargi College, University of Delhi, Delhi, India.
5.
Eshita Babbar
– Gargi College, University of Delhi, Delhi, India.
Abstract
Fast fashion is defined as fashion trends that change often. It is a linear system that includes creating new designs, production, distribution, and marketing. Fast fashion’s introduction has had severe environmental consequences. Every production stage has an environmental impact due to water pollution, carbon dioxide emissions, and textile waste. A survey was conducted in the Delhi NCR region to comprehend customer behaviour. The study pointed out several important aspects and trends among people. The survey found that although people are aware of the term fast fashion, they do not have a proper understanding of it. They do not follow a particular trend in their consumption, indicating that they only make purchases when necessary. People also tend to discard their clothes frequently, unconscious of environmental impacts. Therefore, raising awareness about this issue and encouraging an upcycling business model in the fast fashion industry is imperative. The goal is to recycle fast fashion apparel, raise awareness, and develop sustainable clothing brands.
Keywords Fast Fashion, Apparel, Environment, Sustainability
