Fast Fashion Study

With Complex’s Business Intelligence team, I led research commissioned by Banana Republic, to better understand what role fast fashion plays in youth culture, and how brands can better engage young consumers.

The research explored:

• How much product elements (like fit, quality, design & collabs) drive brand love and purchase intent, vs purpose elements (like sustainability & diversity)

• Who holds the most trust and influence for style inspiration and purchase decisions, comparing celebrities, influencers, brands and immediate community members

• How in-store vs online shopping behavior and needs differ

• How preferences differ by age, race, gender and body type

• And of course, what exactly the effect of the Kanye West x GAP collab was

For more information, email me and visit Complex Collective.