PROFILE OF FAST FASHION CONSUMERS: A CASE STUDY OF PARFOIS

Authors

DOI:

https://doi.org/10.61282/mir.v2i1.16

Keywords:

Consumer Behavior, Brand Values, Fast Fashion, Parfois

Abstract

Globalization, environmental changes, evolving consumption patterns, and heightened concern for personal appearance have redefined consumer behavior. In response, companies must implement innovative strategies to meet market demands effectively. Marketing plays a pivotal role in enabling industries like fashion to adapt swiftly to shifting trends. The fast fashion model exemplifies this by facilitating the rapid creation and release of new products in line with evolving trends.

This research explores the fast fashion phenomenon through a case study of Parfois, a leading Portuguese brand. The study is based on 371 valid responses from consumer surveys. Findings highlight significant sociodemographic differences in consumer perceptions of fast fashion. Specifically, the values of humility and rigor were found to be unrelated to age, while income was a significant predictor of product purchases in the categories of jewelry, clothing, and shoes. Additionally, a relationship between product characteristics and brand values was confirmed, rejecting the null hypothesis across multiple variables.

Author Biographies

Marisol Costa, ISLA - Polytechnic Institute of Management and Technology

Marisol Costa has a degree in Business Management from ISLA Gaia and is studying for a Master's in Finance and Taxation at the same institution. She is a Pedagogical Council of the ISLA Gaia School of Management member and the author and co-author of several articles and book chapters. In terms of research, her areas of interest include Management Accounting, Internal Communication, Artificial Intelligence, Management, Happiness, Marketing, Finance and Entrepreneurship.

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Natália Costa, ISLA - Polytechnic Institute of Management and Technology

Natália Isabel Moreira da Costa. She completed her Master's in Business Management (ISLA Santarém) in 2019 and Human Resources Management (ISLA Gaia) in 2017. She completed a degree in Tourism (ISLA Gaia) in 2015 and is currently studying for a PhD in Business Sciences (3rd year) at Universidade Portucalense. She is a researcher at REMIT (Research on Economics, Management and Information Technologies), Assistant Professor at the Polytechnic Institute of Management and Technology (ISLA-IPGT) and secretary of the Pedagogical Council of the ISLA-IPGT School of Management. She has participated in 3 indexed international conferences and two book chapters, among other publications, and in national conferences. She is currently participating in a funded project in the area of Happiness and Well-being associated with the school context. She works in the field of Social Sciences with an emphasis on Organizational Behaviour and Human Resources Management. In terms of scientific production, she has collaborated with 8 co-authors. The most common terms used in research are happy-productive worker, happiness, performance, management and human resource management.

Mafalda Nogueira, ISLA - Polytechnic Institute of Management and Technology

Mafalda Nogueira. She completed her PhD in Marketing in 2013 from Lancaster University, her Master's in Business Sciences - Specialization in Marketing in 2007 from the University of Porto Faculty of Economics and her Bachelor's in Economics in 2000 from the University of Portucalense Infante Dom Henrique. He is an Assistant Professor at the Portuguese Institute of Marketing Administration. He has received five awards and/or honours.

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Published

2024-12-31

How to Cite

Costa, M., Costa, N., & Nogueira, M. (2024). PROFILE OF FAST FASHION CONSUMERS: A CASE STUDY OF PARFOIS . Management in Review, 2(1), 3–17. https://doi.org/10.61282/mir.v2i1.16

Issue

Vol. 2 No. 1 (2024): Special Issue on Marketing Trends and Sustainable Development

Section

Artigos

License

Copyright (c) 2024 Marisol Costa, Natália Costa, Mafalda Nogueira

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY-NC 4.0) which permits unrestricted use, distribution, and reproduction in any medium for non-commercial use provided the original author and source are credited.