Britons waste £6 billion on 'regretted' fast fashion purchases every year

A third of purchases made off the back of shopping
alerts sent by fast fashion brands are regretted, research finds.
(Getty Images)

British shoppers waste an estimated £6.1 billion on fast fashion trends every year, as nearly half (46%) of consumers think London Fashion Week is fuelling overconsumption.

New research by reselling platform Gumtree has found that Britons are feeling pressure to shop more frequently, particularly during events like London Fashion Week, which began on 15 September.

The impulse to buy is further exacerbated by an overwhelming number of shopping alerts sent by fast fashion brands to prompt customers into buying trend-based clothing and accessories.

The research found that the average UK shopper is “bombarded” with an average of 10 alerts every week from fast fashion brands. The notifications come in the form of WhatsApp messages, emails and text messages.

By Kate Ng.

Full story at Yahoo News.