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Consumer Valhalla: a case study on the phenomenon of the SHEIN consumer
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2023 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

During the last years, the phenomenon of ultra-fast fashion, specifically the retailer SHEIN, has grown massively and became popular among young female consumers. SHEIN is also known for their polluting productions, bad working conditions, violating (social) sustainable laws and stealing designs from other designers. Still, this does not seem to impact the consumers' attraction towards clothes from SHEIN. The purpose of this research is to investigate the appeal of SHEIN for young female consumers. This research employs qualitative research methods to examine the empirical material in relation to three prominent theories: Hawkin Stern's "impulse buying theory", John Schouten and James McAlexander's "consumption subculture theory", and Russel Belk's "extended self theory". The empirical material for this research was obtained through 10 semi-structured interviews. Given the limited existing research on the phenomenon of ultra-fast fashion, an exploratory research design was chosen to investigate this topic. The empirical findings of this research can be divided into three different themes: The contradicting appreciation, The irrelevance of socioeconomic status and The SHEIN consumption subculture. The central theme lies in SHEIN’s big collection and the respondents’ appreciation for it. Another theme shows that there is not a clear pattern found between the socioeconomic status of the respondents and their SHEIN consumption. Lastly, around the consumption of SHEIN clothes, a consumption subculture is formed. This research is believed to contribute to the under researched area of ultra-fast fashion, as well as further develop and question the selective theories.

Place, publisher, year, edition, pages
2023.
Keywords [en]
ultra-fast fashion, fashion consumer behaviour, fashion consumer culture, SHEIN consumption
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-29958OAI: oai:DiVA.org:hb-29958DiVA, id: diva2:1774434
Subject / course
Textile management
Available from: 2023-06-27 Created: 2023-06-26 Last updated: 2023-06-27Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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