What do Italians think of ultra-fast fashion?

Analyzing the habits of over 3,000 users, the clothing and accessories search engine Stileo created a report to uncover the opinion of Italians towards ultra-fast fashion, which refers to items that are produced quickly and at a low cost to appear affordable to the majority of the population. The fast fashion sector has seen significant growth in recent years, driven by both the accessibility of garments and the speed with which new trends are launched on the market. Despite being at the center of strong criticism, platforms like Shein and Temu have exploded in popularity worldwide, but now they face a new wave of controversy as well as new regulations imposed by governments to curb their expansion, in order to protect the environment and local businesses. According to Stileo's report, 79% of Italians are aware of the main online stores that sell ultra-fast fashion, but only 63% of them admit to having made a purchase. A full 19% say they have never shopped on ultra-fast fashion sites and have no intention of doing so in the future.

The Stileo report also reveals that 53% of users disinterested in buying ultra-fast fashion believe that the products they offer are of low quality, while 31% express concern both about the environmental impact of fast fashion companies and the working conditions of the employed workers. On the other hand, the quality that seems to have attracted the most attention is the gamification of the shopping experience, which refers to the type of interaction users have during the purchase on the websites or apps of ultra-fast fashion brands. For 44%, a more engaging shopping experience increases the attractiveness of the purchase, although 36% say they are not particularly interested. 54% of those surveyed by Stileo are in favor of European laws that would impose heavier duties on imports of ultra-fast fashion to help local producers and businesses; for the opponents, who represent 26% in this report, accessing affordable and varied fashion remains a priority they cannot give up. The final issue addressed is the concern for cybersecurity: while 39% of Italians feel secure using their personal data on these sites, 23% find themselves more concerned than usual. Ultra-fast fashion represents a growing trend that divides Italian public opinion: on one hand, it continues to attract consumers due to its speed and affordability, but on the other, concerns about quality, ethics, and security are increasing.