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"Fast fashion yang merupakan salah satu konsep adibusana (fashion) yang digandrungi masyarakat luas memang efisien untuk dijalankan secara global, namun dalam konsep tersebut dijumpai berbagai permasalahan sosial serta lingkungan yang dimana dibutuhkan sebuah alternatif cara untuk menjalankan adibusana. Slow fashion di satu sisi merupakan alternatif keberlanjutan dari fast fashion yang menyediakan cara-cara menjalankan adibusana yang mampu mengatasi permasalahan yang timbul, namun nyatanya dalam penerapan slow fashion masih kurang ditemukan efektivitas serta efisiensi sehingga itu menjadi tantangan bagi slow fashion untuk diterima masyarakat luas dan menandingi konsep fast fashion. Pada penelitian terdahulu terungkap kesenjangan antara intensi dan tindakan dari konsumen berkesadaran akan dampak dari tindakan fashion yang dilakukannya, namun dijumpai bahwa masing-masing konsumen dari fast fashion maupun slow fashion memiliki justifikasi untuk mengadopsi produk adibusana tertentu. Dari sini muncul sebuah persoalan sejauh apa justifikasi tersebut mampu untuk dilakukan oleh konsumen adibusana di dalam tindakannya. Dalam artikel ini dibandingkan bentuk penerimaan konsumen terhadap kedua konsep tersebut dengan merefleksikannya kepada konsep klasik mengenai imitasi adibusana dari pemikiran Georg Simmel, yang akan mengungkap sebuah evaluasi mengenai intensi dasar dari adibusana itu sendiri.

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Fast fashion, which is a fashion concept that is loved by the wider community, is indeed efficient to run globally, but in this system various social and environmental problems are encountered which require an alternative way to run fashion. Slow fashion on the one hand is a sustainable alternative to fast fashion which provides ways of running fashion that are able to overcome the problems that arise, but in fact the implementation of slow fashion is still lacking in effectiveness and efficiency so that it becomes a challenge for slow fashion to be accepted by the wider community and compete with fast fashion concept. In previous research, it was revealed that there was a gap between the intentions and actions of consumers who were aware of the impact of their fashion actions, but it was found that each consumer from fast fashion and slow fashion had justifications for adopting certain fashion products. From this, an issue arises as to how far this justification can be carried out by fashion consumers in their actions. This article compare the forms of consumer acceptance of these two concepts by reflecting on the classic concept of fashion imitation from Georg Simmel's thought, which will reveal an evaluation of the basic intentions of fashion itself."

"The Anthem Companion to Georg Simmel brings together new interpretations of the work of this sociologist and philosopher. It discusses how Simmel’s work is relevant, interesting and significant for advancing contemporary discussions and debates. Compared to the volumes of works on other sociological giants like Émile Durkheim, Karl Marx and Max Weber, the Anglophone secondary literature on Simmel has remained relatively scarce until recently."

"Artikel ini menjelaskan popularitas industri fast fashion. Pada akhir dekade 90-an, masyarakat menganggap konsumsi produk fesyen sebagai sebuah hiburan (Hayes, 2021). Pola konsumsi ini dilanggengkan oleh tren mode fesyen kelas atas, di mana kelompok elite menghamburkan uang untuk mengikuti tren fesyen yang termutakhir. Fenomena ini berujung pada fesyen ‘sekali pakai’(Bhardwaj dan Fairhurst, 2010). Sementara itu, masyarakat pada lapisan yang lebih rendah berupaya mencari cara untuk mengikuti tren fesyen elitis melalui berbagai cara. Fenomena ini pada akhirnya melahirkan tren fast fashion yang mampu mengakomodasi kebutuhan masyarakat bawah terhadap akses simbolik berupa produk fesyen yang mirip dengan high-fashion pada kalangan atas. Dengan menggunakan teori Trickle-down Georg Simmel (1904) dan mengambil kasus “fashion robbery”—dimana bisnis mode cepat 'mencuri' tampilan estetika mode tinggi—yang terjadi di industri adibusana (Zerbo, 2015), artikel ini mengkaji peran media dalam mengangkat tren fast fashion. Lebih jauh, artikel tersebut berpendapat bahwa orang- orang sedang mengikuti tren dan menginginkan kepuasan instan dalam mode tanpa harus menghabiskan banyak uang.

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This article describes the consumer practices toward fashion trends that lead to the rapid rise of fast fashion. In the late 1990s, clothing shopping became entertainment, and people tended to spend more money on it (Hayes, 2021). Fashion trends have perpetuated this habit in which affluent people continuously buy new clothes to keep themselves up to date (Ming Law, Zhang, and Leung, 2004), thus initiating the ‘throwaway’ fashion (Bhardwaj and Fairhurst, 2010). While the upper social class enjoys high-class fashion products, the lower part of the society seeks akin experience in a way they can afford. Using Georg Simmel’s (1904) trickle-down theory and taking the case of fashion robbery–where fast fashion businesses ‘steal’ the look of high-fashion aesthetic–occurring in the couture industry (Zerbo, 2015), this paper studies the role of media in raising the fast fashion trend. Furthermore, the article argues that people are into high-fashion trends but want instant gratification in fashion without spending much money."

"Penelitian ini dilakukan untuk mengetahui bagaimana persepsi konsumen atas upaya Social Responsibility pada fast fashion brands dan bagaimana tingkat Religiosity masyarakat mempengaruhi Purchase Intention-nya terhadap lini produk sustainable dalam fast fashion brands H&M atau Zara, dan mengetahui apakah nilai-nilai internal seperti General Attitude, Trust, dan Perceived Consumer Effectiveness turut berpengaruh. Responden yang digunakan dalam penelitian ini merupakan seseorang yang berdomisili di Indonesia, beragama Islam, berusia 17-27 tahun (lahir di tahun 1995 - 2005), dan mengetahui salah satu fast fashion brands diantara H&M atau Zara. Peneliti memperoleh 217 responden yang sesuai kriteria melalui self-administered kuesioner yang disebar secara online melalui berbagai platform media sosial, seperti Whatsapp, Line, Instagram, dan Linkedin. Peneliti kemudian mengolah data menggunakan metode Structural Equation Model (SEM dengan bantuan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa data mendukung seluruh hipotesis, yaitu Perceived Social Responsibility yang dimiliki seseorang terhadap brand mempengaruhi General Attitude, Trust, dan Perceived Consumer Effectiveness-nya secara positif. Ketiga variabel tersebut juga memberikan pengaruh yang positif terhadap Purchase Intention seorang konsumen pada produk sustainable dalam fast fashion brands. Disamping itu, tingkat Religiosity juga menjadi salah satu faktor yang dapat memberikan pengaruh positif terhadap Perceived Consumer Effectiveness seseorang. Penelitian ini dapat membantu para pelaku bisnis fashion yang memiliki atau ingin menjual produk sustainable dalam memahami nilai-nilai dan menciptakan persepsi brand yang baik bagi konsumen agar dapat menyesuaikan strategi bisnisnya.

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This research was conducted to find out how consumers' level of Religiosity and their perceptions of Social Responsibility efforts in fast fashion brands affects their Purchase Intentions towards sustainable product lines in H&M or Zara. This research also wants to find out whether internal values ​​such as General Attitude, Trust, and Perceived Consumer Effectiveness also contribute to this. Respondents used in this study are someone who is domiciled in Indonesia, a Moslem, aged 17-27 years (born in 1995 - 2005) and knows one of the fast fashion brands between H&M or Zara. Researcher obtained 217 respondents who met the criteria through online distributed self-administered questionnaires through various social media platforms, such as Whatsapp, Line, Instagram, and Linkedin. Researcher then processed the data using the Structural Equation Model (SEM) method with SmartPLS 3.0 software. The results of the study indicates that the data supports all hypotheses: consumer’s Perceived Social Responsibility towards a brand affects his General Attitude, Trust, and Perceived Consumer Effectiveness positively. These three variables also have a positive influence on consumer’s Purchase Intention towards sustainable products in fast fashion brands. In addition, the level of Religiosity is also one of the factors that has a positive influence on consumer’s Perceived Consumer Effectiveness. This research hopefully will help fashion managers who have or want to sell sustainable products in understanding values ​​and creating good brand perceptions for consumers in order to adjust their business strategies."

"Industri fashion diproyeksikan akan terus tumbuh. Merek fesyen dengan mode cepat (fast fashion) yang sesuai tren terkini juga masih berkembang, tak terkecuali di Indonesia. Berbagai merek fast fashion terutama merek lokal khusus produk fyesen perempuan terus berstrategi untuk menarik konsumen. Penelitian ini bertujuan untuk mengetahui hubungan antara social media marketing activities (SM) dan tiga konstruk pemasaran yakni value consciousness (VC), brand consciousness (BC), serta brand love (BL) terhadap tahapan brand loyalty, yakni cognitive brand loyalty (CGL), affective brand loyalty (AL), dan conative brand loyalty (CNL). Penelitian ini diolah menggunakan Structural Equation Modeling (SEM) berdasarkan data dari sejumlah 242 responden yang diperoleh melalui penyebaran kuesioner terhadap konsumen merek fast fashion lokal khusus produk fesyen perempuan berusia 16-34 tahun yang pernah membeli produk serta mengetahui dan/atau mengikuti sosial media dari setidaknya salah satu merek berikut: Cottoinink, Colorbox, This is april, Et cetera, dan Gaudi dalam kurun waktu 6 bulan terakhir. Hasil dari penelitian ini membuktikan adanya pengaruh positif dari SM terhadap VC, BC, dan BL. Hasil penelitian juga mendemonstrasikan bahwa SM memiliki pengaruh positif langsung dan tidak langsung (melalui BC dan BL) terhadap tahapan brand loyalty. Implikasi manajerial serta saran bagi penelitian selanjutnya akan dibahas lebih lanjut pada penelitian ini.

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Fashion industry is projected to continuously grow. Fast fashion brands that match with the latest trends are also growing, including in Indonesia. Various fast fashion brands, especially local brands for women's fashion products, progressively build strategies to attract consumers. This study aims to determine the effects of social media marketing activities (SM) and marketing constructs which are value consciousness (VC), brand consciousness (BC), and brand love (BL) toward brand loyalty stages, namely cognitive brand loyalty (CGL), affective brand loyalty (AL), and conative brand loyalty (CNL). This research was using Structural Equation Modeling (SEM) based on 242 respondents’ data which was collected through distributing questionnaires to consumers of local fast fashion brands specifically for women’s fashion products aged 16-34 who have bought the product and know and/or follow social media from at least any of the following brands: Cottoinink, Colorbox, This is april, Et cetera, and Gaudi in the last 6 months. The results of this study prove that there is a positive effect of SM on VC, BC, and BL. The results also demonstrate that SM has a direct and indirect positive effect (through BC and BL) on the brand loyalty stage. The managerial implications and suggestions for further research will be discussed further in this study."

"Dalam konteks brand fast fashion lokal Indonesia yaitu Erigo, eWOM yang terdiri dari aspek information quality, information quantity, dan information credibility yang informasi tersebar kepada pengguna TikTok generasi Z di Indonesia akan dapat memengaruhi tingkat adopsi informasi seseorang. Dengan pengadopsian informasi tersebut, maka akan berpengaruh pada niat pembelian pengguna TikTok yang terpapar informasi terkait brand Erigo. Desain penelitian yang digunakan pada penelitian ini adalah cross-sectional dengan metode purposive sampling. Penelitian ini menganalisis 142 responden dengan rentang usia 18-26 tahun yang menggunakan media sosial TikTok dan terpapar informasi terkait brand Erigo sebagai brand fast fashion. Metode pengumpulan data yang digunakan adalah survei online dan data yang didapat diolah dengan teknik Partial Least Squares – Structural Equation Modelling (PLS-SEM). Hasil dari olahan data menunjukkan bahwa information quality, quantity, dan credibility berpengaruh secara signifikan terhadap information usefulness. Information usefulness juga berpengaruh terhadap information adoption, dan information adoption berpengaruh purchase intention.

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In the context of Indonesia's local fast fashion brand, Erigo, eWOM which consists of aspects of information quality, information quantity, and information credibility that information spread to generation Z TikTok users in Indonesia will be able to influence a person's level of information adoption. With the adoption of this information, it will affect the purchase intention of TikTok users who are exposed to information related to the Erigo brand. The research design used in this study is cross-sectional with a purposive sampling method. This study analyzed 142 respondents aged 18-26 years who use TikTok social media and were exposed to information related to the Erigo brand as a fast fashion brand. The data collection method used is an online survey and the data obtained is processed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results of the processed data show that information quality, quantity, and credibility have a significant effect on information usefulness. Information usefulness also affects information adoption, and information adoption affects purchase intention."

"This book discusses the connection between fast fashion brands and customer-centric sustainability. It highlights what consumers can do with fast fashion and the important aspects that need to be addressed to make fast fashion sustainable. Fast fashion is an inevitable element in today’s fashion business cycle and its adverse impacts on sustainable fashion are a major issue."

"[ ABSTRAKMeningkatnya pendapatan perkapita masyarakat Indonesia melahirkan segmen baru yaitu kelas menengah. Kelas menengah memiliki karakteristik konsumtif dan mengikuti gaya hidup kelas atas yang terinspirasi dari fashion barat. Besarnya terpaan media dan gaya hidup kelas atas membuat kelas menengah mengikuti gaya hidup seperti mengonsumsi produk fashion bermerek. Berkat strategi pemasaran dan citra yang dibangun, produk fashion bermerek berhasil mengukuhkan mereknya sebagai lambang kemakmuran seseorang. Citra tersebut dianggap dapat mengaktualisasikan kemampuan dan status sosial. Oleh karena itu, banyak kelas atas yang menggunakan merek fashion tertentu untuk mengomunikasikan kemampuan dan status sosial. Seakan tidak mau kalah, kelas menengah juga ingin mengonsumsi produk fashion bermerek tersebut dengan motivasi mendapatkan citra, pengakuan sosial, serta rasa bangga. Namun seperti terbentur oleh kemampuan secara finansial, kelas menengah belum seutuhnya mampu membeli produk fashion bermerek yang asli sehingga memilih untuk mengonsumsi barang imitasi. Fenomena ini menggambarkan adanya Trickle Down Theory of Fashion yang menjelaskan jika kelompok subordinat memiliki kecenderungan untuk melakukan imitasi atau meniru segala simbol kemewahan kelompok superordinat. Sementara itu, kelompok superordinat sendiri memiliki kecenderungan untuk tampil beda dengan selalu melakukan diferensiasi dengan kelompok subordinat.

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ABSTRACTThe rising per capita income of Indonesian, gave birth to the new segment called middle class. The middle class has some unique characteristics such as consumptive and follow upscale lifestyle that is inspired by western culture. The amount of media exposure and upscale lifestyle made the middle class pursue the branded fashion products. Due to the marketing strategy and image built, branded fashion products successfully establish it brand as a symbol of prosperity. This image is considered to actualize financial ability and social status. Therefore, many upscale people use branded fashion product to communicate their financial ability and social status. As if not to be outdone, the middle class also wants to consume the branded fashion products with motivation to get the higher image, social recognition, and a sense of pride in society. But their financial capability does not provide their desire. The middle class who has not been fully able to buy original branded fashion, choose to consume imitation products. This phenomenon illustrates the Trickle Down Theory of Fashion which explains if subordinate groups have a tendency to imitates or copies any symbol of luxury of superordinate. Meanwhile, the superordinate group itself has a tendency to be different by always doing differentiation with subordinate groups.;The rising per capita income of Indonesian, gave birth to the new segment called middle class. The middle class has some unique characteristics such as consumptive and follow upscale lifestyle that is inspired by western culture. The amount of media exposure and upscale lifestyle made the middle class pursue the branded fashion products. Due to the marketing strategy and image built, branded fashion products successfully establish it brand as a symbol of prosperity. This image is considered to actualize financial ability and social status. Therefore, many upscale people use branded fashion product to communicate their financial ability and social status. As if not to be outdone, the middle class also wants to consume the branded fashion products with motivation to get the higher image, social recognition, and a sense of pride in society. But their financial capability does not provide their desire. The middle class who has not been fully able to buy original branded fashion, choose to consume imitation products. This phenomenon illustrates the Trickle Down Theory of Fashion which explains if subordinate groups have a tendency to imitates or copies any symbol of luxury of superordinate. Meanwhile, the superordinate group itself has a tendency to be different by always doing differentiation with subordinate groups., The rising per capita income of Indonesian, gave birth to the new segment called middle class. The middle class has some unique characteristics such as consumptive and follow upscale lifestyle that is inspired by western culture. The amount of media exposure and upscale lifestyle made the middle class pursue the branded fashion products. Due to the marketing strategy and image built, branded fashion products successfully establish it brand as a symbol of prosperity. This image is considered to actualize financial ability and social status. Therefore, many upscale people use branded fashion product to communicate their financial ability and social status. As if not to be outdone, the middle class also wants to consume the branded fashion products with motivation to get the higher image, social recognition, and a sense of pride in society. But their financial capability does not provide their desire. The middle class who has not been fully able to buy original branded fashion, choose to consume imitation products. This phenomenon illustrates the Trickle Down Theory of Fashion which explains if subordinate groups have a tendency to imitates or copies any symbol of luxury of superordinate. Meanwhile, the superordinate group itself has a tendency to be different by always doing differentiation with subordinate groups.]"