Drivers and barriers of fast fashion implementation in South African retail

Abstract

This study aimed to identify the factors that comprise the drivers of, and barriers to, the implementation of fast fashion clothing in the retail industry in South Africa via a case study of one of South Africa’s major fast fashion retailers. Using a quantitative, questionnaire-based, e-mailed survey to collect data from a self-selected convenience sample of 78 managers and employees, the study findings confirmed the importance of both information (store feedback and stock planning) and supplier relationships (capability and flexibility) as drivers of fast fashion. Overall, ‘capability’ was perceived overall as the most important factor, enabling adjustments to range, order size and market closer to the selling season. Barriers were confirmed as issues related to product (quality, authenticity, perishability) and social responsibility (environmental and exploitation/ethics) in the opinion of this retailer. Although both were perceived as important, environmental issues dominated, with respondents seeing the wastefulness and excessive consumption of fast fashion as the main barrier to its implementation in South Africa. The first research of its type in South Africa, the study contributes to knowledge about fast fashion in South Africa, and possibly in other developing countries, and should assist with the implementation of this strategy by South African retailers. Furthermore, a clear understanding of some of the negative opinions about FF might assist with a more socially responsible implementation.