Fast Fashion Retailing. Customer and Retailer's Perceptions

Abstract

The aim is to describe the customers and street retailers’ perceptions related to Fast Fashion. The results, through qualitative and quantitative research, from samples selected by convenience, of 20 Fast Fashion street retailers in Sao Paulo City, Brazil and 80 young people aged between 18 and 30 years old that live in Curitiba, Parana, show that one of the major differentials of Fast Fashion (F/F) in Brazil could be credit conditions. It seems that there is a tendency that customers with some F/F knowledge and level of F/F consumption present positive perception of F/F quality, design and price. Retail companies should focus on the timing of the collections. The issue is to show how important is the Business Schools’ role in a way to develop contents linked to Fashion and its different categories, such as Fast Fashion Retailing and to prepare the future professionals to deal with such different façades of Fashion.
Classification-JEL:
Keywords: Fashion. Fast Fashion. Retailing. Customers. Retailers