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Contributors›Hye-Shin Kim
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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 article
Updated Oct 13, 2023

Consumer sustainability rhetoric collapses under convenience pressure

Kim argues that high-profile collaborations between fast-fashion giants expose a fundamental gap between consumers' stated environmental values and their actual purchasing behavior. The partnership tests whether sustainability commitments are genuine convictions or merely performative positioning in a market where speed and affordability remain the dominant purchase drivers.

1

collaboration revealing the sustainability-convenience value hierarchy

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

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

Fast-fashion market pressure points

Consumer stated environmental commitment8
Actual purchase prioritization of price9
Actual purchase prioritization of speed9
Industry incentive to collaborate on scale9

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23%Consumer stated
Consumer stated environmental commitment
Actual purchase prioritization of price
Actual purchase prioritization of speed
Industry incentive to collaborate on scale

2

major fast-fashion players aligning supply chain incentives

The collaboration tests whether sustainability commitments are genuine convictions or performative positioning.

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

Speed and affordability remain the dominant purchase drivers in fast-fashion markets.

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

“This partnership will expose whether sustainability rhetoric translates to purchasing decisions.”

Themes:Performative sustainability vs. revealed preferencesConvenience as the true consumer priority in retailStrategic alliances exposing market value hierarchies

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