WP2: How Various Disciplines View the Fast Fashion Industry


Research Question

How do people in different fields and countries address the issue of fast fashion?



Being an avid shopper, I have always been interested in fashion and the design process. Up until recently, I was unware that many popular clothing stores that I regularly shop from are participating in the fast fashion industry. 'Fast fashion' is the term used to express when clothing producers accelerate the production process from runway to store in order to maximize the amount of products offered to consumers, in turn maximizing their profit. Often, this involves outsourcing production to underdeveloped countries where workers are exploited and the materials and processes used are detrimental to the environment. These stores, like Forever 21 and H&M, target a young audience and sell them fashionable items of clothing at a cheap price. I was interested in researching how different fields address this issue, as well as how their country of origin influenced this view.



I analyzed two different academic articles from different fields; the first article, “Analysis of Product Complexity considering Disruption Cost in Fast Fashion Supply Chain,” was published in the United Kingdom and Northern Ireland in a journal from the mathematics and engineering discipline. The second article, “Multifarious Approaches to Attain Sustainable Fashion,” is from a textile arts and fiber engineering journal originating in India. I also interviewed a participant of the zero-waste movement to see how her beliefs and upbringing affected her view of the fast fashion industry. Using the concept of grounded theory, I will look at the rhetoric and structures of my three resources to determine how each background of knowledge explores the topic of fast fashion.

Grounded Theory

Grounded theory uses inductive reasoning to find data within research, and then create a theory solely based on the information found.  The process of extrapolating the data involves uncovering key words or phrases within the writing, and grouping them into categories of meaning.  This is called coding.  By analyzing the information found though coding, one can produce new ideas and create a theory or research question regarding the topic discussed.  Grounded theory allows for a broader exploration of a topic through analyzing rhetoric (Willig).

Works Cited

Willig, Carla. "Grounded Theory Methodology." Introducing Qualitative Research in Psychology. 3rd Ed. MccGraw-Hill, 2013. Pages 69-82. Print.