Carly Angel

IR-3/11 AP #17
6 May 2019

Teens Awareness of Fast Fashion and Brand Loyalty

Part 1

Topic:
The topic of this data collection is to see how teens feel about fast fashion brands and if they feel
loyal to these brands. There are 10 questions asked all from a vetted survey. The answer choices
for each question are strongly agree, agree, disagree, strongly disagree, and I do not understand
the question.

Citation of Vetted Survey:

Choi, Tsan-Ming, et al. “Fast Fashion Brand Extensions: An Empirical Study of Consumer
Preferences.” ​Journal of Brand Management​, vol. 17, no. 7, June 2010, pp. 472–87,
doi:​10.1057/bm.2010.8​.

Intended Audience:
The intended audience is public high school students ages 14-18 in Howard County Maryland.

Distribution Plan:
● Find a vetted surgery to pull polling questions from
● Finalize survey
● Ask environmental science teacher (11th and 12th graders) and an english teacher (11th
grade) if they would share the survey in their classes
● Created shareable link using google forms
● Both teachers posted the surveys on their canvas calendars for their students to take
Part 2
Part 3
Data Analysis:
The total number of people who took this survey was 77. All of the respondents were
11th and 12th graders from River Hill High School in Howard County, Maryland. This is not a
huge demographic of people since the goal of this survey was to gage teens ages 14-18, but only
16-18 year olds actually took the survey. There were no questions about age or gender and this
could have been beneficial when looking further into the responses.
An important part of the survey is that the term ‘fast fashion’ was not defined. This was
to keep any bias from the respondents mind while they were taking it. But, this also means that
some of the students did not understand the questions fully because the term ‘fast fashion’ was
used and they did not know what it meant. This was the reason for their being an answer of ‘I do
not understand the question’ available. A conclusion that could be drawn from the fact that a
small percentage of students chose this each time is that these students were truly unaware as to
what fast fashion is and unable to answer the question because of this.
The findings of the data do suggest that teens actually do know some of the truth and that
the quality of what these brands are producing is not always the best, and that they should not
purchase all of their clothes solely from these brands. This is seen in questions 3, 4, 7, 8, 9, and
10. But, the next step would be to see if they chose some of these answers based off of personal
preference for certain brands or if they actually know what fast fashion is and the harmful
effects.
One of the most interesting disconnects in the data is the fact that in the question that asks
“​I am satisfied with most of the products’ quality that I have bought and used in fast fashion
brands.” over 59% of respondents say that they agree or strongly agree. But in the question that
asks “Most products I bought from a fast fashion brand can be used for long period of time.”
50% said disagree or strongly disagree and only 43% said agree or strongly agree. These
questions are asking very similar things, so it is interesting that they would have opposite results.

Conclusion:
The results of this data suggest that teens prefer to shop at brands like Forever21 and H&M, but
they are not loyal to these brands. The question of ‘how much do teens know about fast fashion’
can not be concluded from this survey.

Questions:
● How would a larger age range affect the data?
● Does gender have an effect on knowledge of fast fashion?
● Do fast fashion brands specifically targeted more towards a certain gender?
● Can schools do more to educate students on being smarter consumers?
● How many people knew what the term ‘Fast Fashion’ meant as they were taking the
survey?
● How could social media bring more awareness to fast fashion for teens?
● If parents were more educated on fast fashion would they pass the knowledge down onto
their kids?
● What are the top brands that teens shop at for the majority of their clothing?
● For the average teen are parents still picking out the majority of their childs clothing?
● What is the most educated demographic of people on fast fashion? How did they find out
about it?