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This article proposes an analytical framework of spatial-digital fix to explain how emerging online platform retailers utilize digital technologies to fix their crises in backward and forward value chains—both digitally and spatially—and their subsequent positive and negative impacts on various actors in production and distribution networks. By applying the analytical framework on Shein (an emerging online fast fashion retailer originally based in China), we demonstrate how it utilizes spatial-digital infrastructures to fix various crises/shocks across the entire value chain, from the fashion design and procurement to supply chain management through its in-house algorithmic systems, fostering an ultra-fast rate of capital accumulation. Beyond the inherently crisis-prone nature and the corresponding dark sides highlighted in the literature, we focus on the dynamic processes of capital accumulation and the corresponding fixes that lead to darker (negative) and brighter (positive) sides in various actors, from the constant pressure on cost minimization to synergistic intersections between emerging digital fast fashion retailers, subcontractors, and suppliers in the production networks. Moreover, these spatial-digital fixes are temporary and give rise to new shocks due to their inherently crisis-prone nature, from intellectual property lawsuits to labor and environmental issues. This article complements the conventional case of a race to the bottom among subcontractors by highlighting a continuum between the brighter and darker sides of Shein's fixes and their disruptive effects on the power relationships and value distributions between incumbent fast fashion retailers, emerging online retailers, and other actors in apparel production networks. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China's unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand "H" and how they shape brand image, consumer satisfaction and brand equity. Design/methodology/approach: The study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity. Findings: The findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions. Originality/value: This study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand's green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China's substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims' influence within this crucial consumer base. [ABSTRACT FROM AUTHOR]

Under the rapid development of e-commerce, offine brick-and-mortar stores have been severely impacted. However, the importance of the visual, sensory and even psychological experience in the apparel industry makes offine stores still irreplaceable. The impact on consumers' visual experience cannot be ignored and is a significant influencing factor in determining consumers' psychological change and purchase intention. Especially for fast fashion brands which pursue low costs, visual marketing strategies is a cost-effective marketing tool to enhance the visual experience. In this paper, by adapting SOR theory and using fuzzy set qualitative comparative analysis (fsQCA) research method, 15 fast fashion apparel brands and 374 valid questionnaires are adapted in China to explore not only the influence of individual dimensions in visual marketing on consumers' purchase intention, but also the action of multi-dimensional combinations. The research finds that: (1) there are two driving paths for high consumers' purchase intention. The first path is a combination of high clarity of arrangement and low display density; the second path is a combination of low light intensity, high clarity of arrangement, high tonal harmony and high window appeal. (2) There are also two paths that drive non-high consumers' purchase intentions, and they are asymmetrically related to the paths that drive high consumers' purchase intentions. The findings of this study help to provide direction and suggestions for offine visual marketing strategies of fast fashion apparel brands to increase consumers' psychological perception and purchase intention through a range of visual presentation techniques. [ABSTRACT FROM AUTHOR]

This study examines the influence of Chinese consumers' ethnocentrism on the compatibility of fashion-co-branded products, focusing specifically on international fast fashion brands. This study examines fast fashion co-branding cases in the Chinese market, specifically focusing on the spillover effect and the influence of ethnocentrism. This study utilises the Theory of Reasoned Action (TRA) as the theoretical framework, along with Yoo and Donthu’s (2001) brand equity model and validated research scales. The objective is to assess the impact of perceived quality, brand awareness, association, and loyalty on the co-branding match-up. This study incorporates the concept of the spillover effect of the emotion transfer theory as a moderating factor in the association between co-branding match-ups and consumers' purchase intentions. The objective is to examine the purchasing behaviour and potential purchase intentions of Chinese consumers towards fast fashion co-brands. The present study aims to investigate the potential impact of ethnocentrism on Chinese consumers. To achieve this objective, the questionnaire design will be based on the CET scale, which is widely recognised and utilised in academic research. The primary focus of this investigation is to examine the role of ethnocentrism as a moderator in the aforementioned relationship. The global fast fashion industry tends to appropriate and dilute local cultural elements as it expands into new markets. This study offers pertinent references for international fast- fashion brands seeking to enter the Chinese market. Brands can successfully penetrate the Chinese market by comprehending the impact of ethnocentrism. This study examines the alignment of brand equity and potential co-branding intentions, with a focus on the specific co-branding factors relevant to the Chinese market. [ABSTRACT FROM AUTHOR]

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This article examines the historical emergence of “craft-like” manufacture and labor along the global commodity chains for fast fashion in southern China. Using Guangzhou’s garment district as a case study, I analyze how intensification of transnational subcontracting practices across the Pacific Rim has facilitated a synergistic melding of craft and industrial production that is often described as a post-Fordist model of mass manufacture. Craft-based organization of production and work life has melded with industrial principles of transnational subcontracting and garment mass manufacture in urban villages that serve as China’s “workshops of the world.” While conventional ideas of craft in the contemporary period tend to project an aura of authenticity upon objects and ways of making, flexible mass manufacture in this age of intensified mechanical reproduction has increasingly relied on small-scale, craft-based practices that complicate migrants’ experiences of labor across divergent historical and geographical contexts. The mobility of people, objects, and practices in China and beyond has destabilized the categories of industry/craft, rural/urban, and wage worker/entrepreneur by blurring the divisions of land and labor that once organized centralized modes of industrial and craft production. [ABSTRACT FROM AUTHOR]

The article focuses on the rise of fast fashion in Europe for the Chinese immigrants in the apparel industry in Prato, Italy. It mentions the effects of Chinese entrepreneurship on the low-end fast-fashion market in Europe and the competitiveness of the apparel industry in Prato into their production teams, power asymmetry between the cutter designers and the stitching workshop, and the transnational entrepreneurship of Chinese migrant traders.