Luxury for the Masses: Why We Can't All Have It All

Abstract

This study focused on the growth of luxury fashion brands and the impact of this growth on the rest of the fashion industry. Specifically, I examine how luxury brands introduced the commodification of fashion and laid the groundwork for the entrance of fast fashion retailers. Furthermore, I discuss how this transformation affected not only the fashion industry, but also the consumer and the environment. After evaluating each of these elements, I present the slow fashion movement as a sustainable and viable alternative to the current state of the fashion industry. Through theoretical support, an analysis of consumer demographics and psychographics, and a thorough investigation of current trends in the fashion industry, slow fashion emerges as the best solution for reinventing the fashion industry and amending the distortion that has occurred within it.