• Farhat Naseem Shaikh
Keywords: Fast Fashion, Slow Fashion, Sustainability, Ethics, Fashion Industry


The Fashion industry in one of the most dynamic and fluctuating industry across the world. New fashion has two main aspects of fast and slow fashion. The purpose of this study to identify the conflict in customer understanding and perception about slow and fast fashion. Quantitative research approach is conducted with survey data from 140 diverse set of people. Two-stage PLS-SEM technique is used due to multiple dependent variables and small sample size. After classification of articles related to the scope of the study, findings are categorized in two different ways: 1) Slow fashion and sustainability and 2) Fast fashion. 14 articles from the 19 articles have done detailed working on our first category of slow fashion and sustainability. This study produced. Some recent trends in the domain of sustainability on slow and fast fashion industry that how it changes the lifestyle of people, it focuses on some practices in the context of supply chain management and how it shapes the society. This paper is a contribution towards framework slow fashion and fast fashion theories. This research objective after reading different articles to achieve better outcome.

Author Biography

Farhat Naseem Shaikh

Faculty, Institute of Business Management, Karachi.


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How to Cite
Shaikh, F. (2021). THE IMPACT OF SUSTINABILITY ON FASHION INDUSTRY. Journal of Business Strategies, 15(1), 45-58. Retrieved from