Aim and objectives of this research are basically twofold. First aim of this research is to identify the impact of fast fashion industry on consumer behavior. To fulfill this aim a lot of things need to be analyzed and explored. Second aim of this research is to identify the strategic factors that form competitive advantages of a firm operating in fast fashion industry. Initially consumer behavior will be examined from various perspectives and will be linked to the fast fashion industry to reveal the facts that consumer behavior got influenced by the blistering speed of change in the fast fashion industry. Later strategic factors of the firms operating in this industry will be identified and an attempt will be made to link these factors to the consumer behavior. To fulfill the research aim and objectives in a more precise manner a fast fashion firm H & M will be used to reflect the facts related to the research. The main objectives of this research are as follows:
• Describe the main characteristics of consumer behaviour in fast fashion industry.
• Explore the similarities and differences between traditional consumer behaviour theories and consumer behaviour in fast fashion industry.
• Investigate the consumer behaviour characteristics for UK's perspective by analyzing the situation for H & M.
• Explore the factors that give a firm competitive advantage in fast fashion industry.
Secondary data will be used to form the research's theoretical background and basis. Then primary data will be collected from the consumers of this industry from the perspective of UK and based on the situation of H & M. Then primary data will be analyzed to reveal the outcome of this research in line with the research pre defined aims and objectives.
1.3 Research question
Research initiative undertaken in this dissertation will reveal the impact that fast fashion industry has on consumer buying behavior. Consumer