"Subtle changes pointing to consumer fatigue" a challenge for fast-fashion retailers, expert says

A federation of European textile associations called Tuesday for an import fee of 10 euros on fashion imports, the latest effort to stem the flood of ultra-cheap competition mainly from China. Speaking with FRANCE 24’s Sharon Gaffney, Dr Sheng Lu, Professor at the Department of Fashion and Apparel Studies at the University of Delaware, says that it remains to be seen just “to what extent such measures would push groups like Shein to change their business model”, adding that fast-fashion retailers may have to start to contend with “consumer fatigue”.

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