THE IMPACT OF MARKETING STRATEGIES ON THE SUCCESS OF THE FAST FASHION INDUSTRY: A SYSTEMATIC REVIEW
DOI:
https://doi.org/10.1234/jumder.v1i3.25Keywords:
Consumer Behavior, Digital Marketing, Fast Fashion, Social Media, Sustainability MarketingAbstract
This study presents a systematic literature review exploring the role of marketing in the fast fashion industry's success. The research aims to identify how marketing strategies, particularly digital and sustainability-focused approaches, influence consumer behavior and contribute to brand growth. Using a systematic review methodology, relevant studies were gathered from academic databases using keywords related to fast fashion, marketing, and consumer engagement. Results reveal that fast fashion brands heavily rely on digital marketing, social media influencers, and data analytics to foster consumer loyalty and accelerate trend adoption. These strategies allow for rapid consumer engagement and personalization, forming the backbone of fast fashion’s responsiveness. Furthermore, sustainability marketing has emerged as a key trend, though its effectiveness is often compromised by greenwashing practices. The study finds that while ethical branding efforts can positively influence purchase intent, consumer trust is highly dependent on perceived authenticity. Ultimately, marketing plays a central role in balancing fast fashion’s growth with rising sustainability concerns, making it a critical factor in navigating the industry’s evolving landscape.
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