CONSUMER’S PRACTICES ON FAST FASHION IN THE CONTEXT OF INDONESIAN MUSLIM WOMEN
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Date
2015-02-07
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2nd International Conference on Research Methods in Management and Social Sciences (ICRMMS 2015), International Foundation for Research and Development (IFRD), Shinawatra University
Abstract
The objective of this research is to investigate consumer’s practices on fast fashion in the context of Indonesian Muslim women community. Fast fashion industries is purposed to provide affordable products, shorten lead time, quick response, as responses to a dynamic environment. This research is aimed to gain insight factors influencing buying decision process of Indonesian Muslim women, and looking for suggestions for the industries on fast fashion. Please be noticed that this is not purposed to evaluate why some Muslim women wear Hijab (a type of Muslim women’s fashion style, that almost covers all the part of body except the face and hands) while the others do not. This research is a qualitative study. Data is collected by conducting personal face-to-face interviews, and delivering a semi structured questions through Facebook or email to the respondents.. Coding, grouping, clustering or contrasting methods are applied in the data analysis by using MS-Excel. Indonesian Muslim women community’s practices on fast fashion are mainly affected by their beliefs. They put beliefs as the highest priority instead of aesthetics. These findings would be beneficial for fashion industries stakeholders (producers, suppliers, fashion designers, fashion retailers, etc.), and also for the researchers in the topic. Originality. This study reveals consumer’s practices on fast fashion in such a Muslim society.
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Keywords
Fast fashion, Indonesian women, Muslim society, consumer’s practices, brand avoidances