How much do fast fashion, pre-owned fashion feature in social media conversation?

Fashion News: A study of one million social media posts in some 20 languages across 80 countries has revealed more users mention products and shopping than those considering issues such as social and environmental responsibility. And that pre-owned fashion is increasingly featured in the social media conversation.

As per the report by marketing research firm Onclusive, most frequent usage of fast-fashion brands and retailers is against movies and videos (11.38%) or of the celebrity and influencers collaborating with the brand (6.8%). Other topics reported were size and fitting issues, pre-owned fashion, pricing, deliveries, product quality, and design; 5.8%, 4.75%, 4.54%, 4.47%, 4%, and 3.58%, respectively.

Mention can be made of social and environmental responsibility at the lower places of the table, with figures that, despite being small in quantity, however signal that such issues have, of necessity, a considerable background presence, given the vast sample analyzed by the study.

For example, 2% of the analyzed posts concern toxic substances, 1.9% concern sustainability in general, 1.6% a garment recycling program, 1.3% the legal framework applicable to regulate fast-fashion brands, 1.1% textile waste, and 0.5% issues concerning general ethics.