A recent study by the British brand Kaiia shows that while Europe increasingly discusses sustainability and new forms of consumption, the data reveal a different reality. In Spain, consumer behaviour leans heavily towards fast fashion — namely Shein, Zara, H&M, and other industry giants. The immediate, cheap, and accessible continues to set the trend.
Spain tops the global fast fashion consumption ranking, with €27.4 billion out of a total of €30 billion, representing 91.5% of the market. Although Zara began the global expansion of fast fashion from Spain, Shein is now the most searched brand online by Spanish consumers.
The rest of the market, just 9%, leaves very limited room for emerging brands, independent designers, or higher-value propositions. In a context of economic recession, competing in this field is a significant challenge.
Other analyses, such as one conducted by Ipsos Digital at Shein’s request, confirm that fashion interests 91% of Spaniards, with price and sizing being decisive factors in purchasing decisions.
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