The University of Málaga’s Cátedra de Comercio y Transformación Digital (Chair of Commerce and Digital Transformation) recently awarded Ana García Moya an *accésit* – an honorable mention – for her final year project (TFG) exploring the shifting consumer landscape in fashion. García Moya’s research, titled “Fast Fashion vs. Moda de Segunda Mano: Análisis del cambio en el modelo de consumo entre los jóvenes” (Fast Fashion vs. Second-Hand Fashion: Analysis of the Change in the Consumption Model Among Young People), delves into the evolving preferences of youth and the growing appeal of pre-owned clothing. This recognition highlights a crucial conversation about sustainability, consumer behavior, and the impact of digital technologies on the retail sector.
The awards, now in their fifth edition for the 2024-2025 academic year, aim to promote research, training, and the development of proposals linked to the digital transformation of commerce. The Cátedra de Comercio y Transformación Digital, established with the support of El Corte Inglés, recognizes outstanding final year undergraduate and master’s theses addressing themes related to consumer behavior, commercial activity, and the application of digital technologies. This year’s awards extended beyond the Faculty of Marketing and Management to include students from the Faculties of Economics and Business Sciences, Communication Sciences and Tourism, and the Higher Technical School of Informatics, Telecommunications and Industrial Engineering.
Shifting Consumption Patterns: A Focus on Youth
García Moya’s work is particularly timely, as the fashion industry faces increasing scrutiny over its environmental and social impact. The fast fashion model, characterized by rapid production cycles and low prices, has been criticized for contributing to textile waste, exploitative labor practices, and unsustainable resource consumption. According to the Cátedra de Comercio y Transformación Digital, her research analyzes this transition, combining critical analysis with field data gathered from a survey of 151 young people.
The study specifically examines the frequency of purchases in both fast fashion and second-hand markets, alongside the attitudes associated with each. It as well investigates preferred channels for acquiring used clothing and the role of social media in driving the adoption of more sustainable alternatives. The findings reveal a complex picture, where convenience and affordability continue to drive fast fashion purchases, but a growing awareness of its negative consequences is fueling interest in second-hand options.
Key Findings: Balancing Price, Sustainability, and Perception
García Moya’s research highlights several key trends. Even as fast fashion remains popular due to its price point and convenience, it is increasingly viewed critically for its environmental and social impact. This aligns with broader consumer trends. a 2023 report by McKinsey & Company found that 66% of consumers consider sustainability when making a purchase. (McKinsey & Company, “State of Fashion 2023”). The study also indicates that second-hand fashion is gaining traction, driven by cost savings, sustainability concerns, and the appeal of unique, original items – a trend amplified by digital platforms.
However, barriers to wider adoption of second-hand clothing persist. These include a lack of awareness regarding available options and lingering prejudices, such as concerns about hygiene. Addressing these perceptions will be crucial for further growth in the second-hand market. The rise of online resale platforms like Vinted, Depop, and ThredUp is actively working to overcome these barriers by providing convenient and trustworthy marketplaces for pre-owned clothing. According to ThredUp’s 2024 Resale Report, the second-hand apparel market is projected to reach $350 billion by 2027. (ThredUp, 2024 Resale Report)
The Role of Digital Platforms and Social Media
The research underscores the significant role of digital platforms and social media in shaping consumer attitudes, and behaviors. Social media influencers and online communities are increasingly promoting sustainable fashion choices and showcasing the style potential of second-hand clothing. Platforms like Instagram and TikTok have become powerful tools for raising awareness about the environmental and ethical issues associated with fast fashion, and for connecting consumers with alternative options. This digital influence is particularly strong among younger generations, who are more likely to be engaged with social media and to prioritize sustainability.
The Cátedra de Comercio y Transformación Digital noted that García Moya’s TFG was supervised by Professor María Vallespín Arán of the Faculty of Marketing and Management at the University of Málaga. The awards ceremony, held on February 9th, was presided over by the Rector of the University of Málaga, Teodomiro López Navarrete, and included the participation of Eva Yeste Ruiz, Regional Director of Human Resources at El Corte Inglés, Dean Benjamín del Alcázar Martínez, and Director of the Chair, Sebastian Molinillo.
The Cátedra de Comercio y Transformación Digital: Fostering Innovation
The Cátedra de Comercio y Transformación Digital plays a vital role in promoting research and innovation in the field of digital commerce. As outlined on the University of Málaga’s website, the Chair’s objective is to facilitate training, research, transfer, innovation, entrepreneurship, and dissemination related to the digital transformation of commercial activity. By recognizing outstanding student work, the Cátedra encourages the development of new ideas and solutions to address the challenges and opportunities presented by the evolving digital landscape.
The focus on digital transformation is particularly relevant in the context of the retail industry, which is undergoing a rapid and profound shift. E-commerce, mobile commerce, social commerce, and other digital channels are reshaping the way consumers shop and interact with brands. Businesses that can successfully adapt to these changes will be best positioned to thrive in the future. The Cátedra de Comercio y Transformación Digital’s work is helping to prepare the next generation of business leaders to navigate this complex and dynamic environment.
Looking Ahead: The Future of Fashion Consumption
Ana García Moya’s research provides valuable insights into the changing attitudes and behaviors of young consumers in the fashion industry. Her work highlights the growing demand for sustainable alternatives to fast fashion and the importance of addressing the barriers to wider adoption of second-hand clothing. As consumer awareness continues to increase and digital platforms continue to evolve, we can expect to see further shifts in the fashion landscape. The future of fashion consumption will likely be characterized by a greater emphasis on sustainability, circularity, and personalization.
The University of Málaga’s commitment to fostering research in this area is commendable, and the Cátedra de Comercio y Transformación Digital’s awards program serves as an crucial platform for recognizing and supporting innovative student work. The ongoing evolution of the fashion industry, driven by both consumer demand and technological advancements, presents both challenges and opportunities for businesses and policymakers alike.
Key Takeaways:
- Young consumers are increasingly aware of the negative impacts of fast fashion.
- Second-hand fashion is gaining popularity as a more sustainable alternative.
- Digital platforms and social media are playing a crucial role in shaping consumer attitudes and behaviors.
- Barriers to wider adoption of second-hand clothing, such as perceptions of hygiene and limited awareness, need to be addressed.
- The digital transformation of commerce is reshaping the retail industry and creating new opportunities for innovation.
The Cátedra de Comercio y Transformación Digital will continue to announce the winners of the V Edition of the Awards throughout the coming weeks. Further updates and information about the Chair’s activities can be found on the University of Málaga’s website. We encourage readers to share their thoughts on the future of sustainable fashion and the role of digital technologies in shaping consumer behavior in the comments below.
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