fashion econ: fast fashion & price transformations
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What defines ultra fast fashion?
100% online
ultra-low prices
daily drops
massive supplier networks (Shein, Temu)
How important is Shein in France?
approx 3% of clothing purchases by volume
20M users
3rd largest site after Vinted and Amazon
Why do consumers buy ultra fast fashion?
Low prices
Trend responsiveness
Wide availability
Convenience
What problems does ultra fast fashion create?
Poor working conditions
Environmental damage
Overconsumption
Waste
Plagiarism
How has Made in China perception changed?
Only 27% of consumers systematically avoid it
How have fashion prices evolved in 30 years?
+10% vs +49% for consumer goods
→ relative fashion prices fell by 26%
What is the impact on household budgets?
Fashion represents a declining share of spending.
Why is the mid-range segment struggling?
Due to a strong price gap: mid-range items are ~3x more expensive than ultra fast fashion.
Why can’t brands easily raise prices?
High compettion and price-sensitive demand.
Note 
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