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Hye-Shin Kim

Expert in textile and apparel industry applied research. Specialization include brand perceptions, consumer involvement and interests, online consumption behavior, and sustainability. Hye-Shin is committed to and enthusiastically supports the global agenda related to sustainability and the environment. Published in journals including the Clothing and Textiles Research Journal, Journal of Global Fashion Marketing, Journal of Fashion Marketing and Management, International Journal of Electronic Marketing and Retailing, Behavior and Information Technology, and Journal of Brand Management.

1 article
Contributor Brief·Hye-Shin Kim · 1 articles
Updated Oct 13, 2023

Consumer sustainability claims collapse when convenience demands premium.

Kim argues that mass-market consumers exhibit a fundamental gap between stated environmental values and actual purchasing behavior, and that strategic collaborations between fast-fashion giants exploit this contradiction to drive volume without sacrificing margins. The Forever 21-Shein partnership serves as a litmus test revealing that convenience and price ultimately override sustainability commitments at scale.

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collaboration revealing consumer sustainability value collapse

“Two fast-fashion powerhouses joining forces tests whether consumers prioritize convenience over environmental values.”

The Recent Forever 21-Shein Collaboration Tests Consumers' Sustainability Commitments

Claimed vs. demonstrated consumer sustainability priorities

Stated environmental commitment8
Actual purchase behavior when price competitive2
Sustainability influence on fast-fashion decisions3

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62%Stated environmental
Stated environmental commitment
Actual purchase behavior when price competitive
Sustainability influence on fast-fashion decisions

2

fast-fashion giants testing sustainability rhetoric limits

Collaboration reveals whether convenience will override consumer environmental values.

The Recent Forever 21-Shein Collaboration Tests Consumers' Sustainability Commitments

Strategic partnership exploits gap between stated values and purchasing reality.

The Recent Forever 21-Shein Collaboration Tests Consumers' Sustainability Commitments

“Consumers will abandon sustainability commitments for price and speed.”

Themes:Values-behavior gap in sustainability commitmentsFast-fashion market consolidation testing moral limitsConvenience economics trumps environmental rhetoric

Latest article

Retail · Oct 13

The Recent Forever 21-Shein Collaboration Tests Consumers’ Sustainability Commitments

Two fast-fashion powerhouses joining forces reveals whether consumers will prioritize convenience over their stated environmental values

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The Recent Forever 21-Shein Collaboration Tests Consumers’ Sustainability Commitments

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  • AM
    Alex M.·2h agoquestion

    What sparked your research into disruptive innovation?

    Curious what the original insight was that led you to the Innovator's Dilemma framework.

  • SL
    Sophia L.·1d agoidea

    Would love a deep-dive into EdTech adoption barriers.

    Your framing of sustaining vs. disruptive innovation feels directly applicable to school systems.

  • DR
    David R.·3d agoquestion

    How do you see AI changing the personalized learning landscape?