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Apparel Insight | Trust


Whitney Krause James

Partner, Analytics Practice

Kantar Millward Brown



Consumers seek

more originality

from fast fashion


Some of the fast fashion brands have experienced consumer backlash for demonstrating a lack of creativity by simply copying design/graphic work of little-known designers. I’ve had conversations with friends about this, and their attitude is, they’d buy a solid color item from a fast-fashion brand, but they’d be skeptical about buying anything with a design, which possibly had been copied without permission. They would not buy anything with artwork on it.