This article was written by Sanchana Hiththatiyage, a student at the University of Warwick.
Click, buy, discard: these are the rhythms of fast fashion in a digital world. Brands like
SHEIN and Zara have turned social media into their primary storefront, using ads to
attract consumers with promises of affordable, trendy pieces. But what effect do these
ads have on shopping habits and culture? Drawing from psychology, behavioural
economics, and consumer theory, I will explore how fast fashion ads drive economic
consumption and shape our attitudes toward fashion. Fast fashion is a prime example of
how advertising can create desires almost as quickly as it fulfils them as brands
capitalise on a mix of aspirational imagery, scarcity tactics, and constantly shifting
trends that make yesterday’s ‘must-have’ feel outdated by tomorrow. But how exactly do
these brands get people to buy in?
Fast fashion ads tap into the human craving for instant gratification. Behavioural
economist George Loewenstein’s “present bias” [1] theory explains why people prioritise
immediate rewards over future benefits—a tendency heightened by social media’s
instant-buy options. These ads offer trendy items that seem attainable at low prices,
tempting people to indulge without considering long-term costs. Ads also leverage
Richard Thaler’s “endowment effect,” [2] prompting viewers to imagine themselves in
the product which creates an emotional connection that feels almost like ownership,
encouraging impulse purchases. Limited-time discounts and low stock warnings add a
“fear of missing out” (FOMO) [3], nudging users to buy before the opportunity vanishes.
This combination creates a powerful psychological pull, convincing consumers to hit
‘add to cart’ without thinking about quality or sustainability.
Fast fashion thrives on rapid turnover. Thorstein Veblen’s concept of “conspicuous
consumption” [4] explains how people’s desire for status symbols drives frequent
purchases and social media amplifies this effect by showcasing influencers wearing the
latest trends, fuelling a cycle of competitive consumerism. Fast fashion brands
intentionally drive this demand with ‘planned obsolescence’—producing items designed
to go out of style quickly and encouraging frequent purchases. Sociologist Juliet Schor
notes that this creates a “cycle of work and spend” [5] that, while affordable, often
sacrifices quality and of which the result is a culture of disposable fashion, where low
prices lead to constant replacement, contributing to waste and overconsumption.
Fast fashion’s affordability also comes at a high, and often unknown, environmental
cost; studies show that the fashion industry is responsible for approximately 10% of
global carbon emissions, with textile waste and microplastic pollution adding to the toll
(UNEP, 2021) [6]. Behavioural theories like “psychological distance,” as detailed by
Trope and Liberman [7], help explain why consumers often overlook these
impacts—they feel distant and unrelated to personal experience. Moreover, fast fashion
ads rarely highlight the ecological consequences of consumption, focusing instead on
convenience and novelty which in turn promotes a consumer base that prioritises style
over sustainability, often unaware of the true cost of their purchases.
While fast fashion remains popular, attitudes are starting to shift. Growing awareness of
the industry’s impact has led to a rise in ‘slow fashion’ movements, thrift shopping, and
eco-conscious brands. Online communities now advocate for mindful buying and share
tips on sustainable fashion, offering alternatives to disposable culture. Understanding
the strategies behind fast fashion ads is key for consumers who wish to resist their
influence and reading critical media literacy helps us recognise the tactics at play and
promotes a more mindful approach to consumption. As consumers become more aware
of these advertising tactics, there’s hope for a shift towards more sustainable
consumption.
In conclusion, fast fashion ads masterfully exploit psychological and economic principles
to drive consumerism, creating a cycle of instant gratification and disposable culture and
by appealing to the human desire for higher status, convenience, and affordability,
these ads perpetuate overconsumption while obscuring the environmental and social
costs. However, as awareness grows, so does the opportunity for change. The rise of
slow fashion movements and sustainable practices signals a shift toward more mindful
consumption and by understanding the persuasive tactics used by fast fashion brands,
consumers can make informed choices, challenge unsustainable habits, and embrace a
more ethical and conscious approach to fashion.
The views and opinions expressed in this article belong solely to the writer and do not necessarily reflect the views and opinions of the Warwick Economics Summit.
References:
George Loewenstein, Exotic Preferences: Behavioral Economics and Human Motivation
(Oxford: Oxford University Press, 2007), 65-67.
Richard H. Thaler, Misbehaving: The Making of Behavioral Economics (New York:
W.W. Norton & Company, 2015), 45-46.
Arne Roets, “Fear of Missing Out (FOMO) as a Motivator for Consumer Behavior,”
Journal of Consumer Research 42, no. 2 (2019): 322-324.
Thorstein Veblen, The Theory of the Leisure Class (New York: Macmillan, 1899), 47-51.
Juliet B. Schor, The Overspent American: Why We Want What We Don’t Need (New
York: Basic Books, 1998), 42-43.
United Nations Environment Programme, “Putting the Brakes on Fast Fashion,” UNEP,
July 2021, https://www.unep.org/news-and-stories/story/putting-brakes-fast-fashion.
Yaacov Trope and Nira Liberman, “Temporal Construal,” Psychological Review 110, no.
3 (2003): 403-405.
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