Established disruptor brands the likes of Shein, ASOS, Boohoo, and PrettyLittleThing, who are maturing at their peak, are hot on the heels of luxury brands in terms of conversations surrounding fashion. So says leading consumer intelligence platform Talkwalker.
As sustainability continues to dominate and define the fashion industry, challenger fast fashion brands are shaking things up, by developing products people want at the price and convenience level consumers now demand.For both luxury fashion houses and fast fashion brands, sustainability and ethics are hot topics.
Luxury houses are keeping a close eye to align with new consumer behaviour. Fast fashion brands have a big challenge ahead to align with consumers’ growing demand for ethical change.Luxury brands are spoken about more by consumers, but not necessarily favoured, with sustainability, customer service and support as key conversation drivers. Fast fashion, on the other hand, is surrounded by more operational conversations focusing on convenience and service.
For the newer challenger fashion brands struggling to break through into mainstream media despite their maturity, social media platforms such as Twitter dominate the conversations. Those driving online conversations are often largely from younger demographics. This is overwhelmingly true for the fast fashion brands where mostof conversations are from the social profiles of millennials or younger.
By Fashionating World