A Comparative Analysis Regarding Consumer Reactions Towards Cultural Appropriation Occurring in Fast Fashion Firms Vs. Luxurious Companies

Anusha Mathuria

ABSTRACT

Cultural appropriation is a rapidly occurring phenomenon that negatively affects marginalized cultures around the world. Nowadays, the fashion industry is regarded as the biggest contributor to this social malpractice. The industry is largely split into two distinct parts: the fast fashion firms and the luxurious companies. Due to their highlighted difference in ideology, and the industry’s overall contribution towards cultural appropriation, it is imperative to analyze the differences in consumer reactions, and the implications of these reactions on the companies. These reactions were analyzed through content analysis and a qualitative study based on responses present in social media and popular news outlets such as the New York Times. The results indicate that luxurious companies are perceived to have a higher amount of social accountability, and therefore need to better manage their production and marketing strategies.

A Comparative Analysis Regarding Consumer Reactions Towards Cultural Appropriation Occurri.

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