Consume More: How Ultra-Fast Fashion and Second-Hand Clothing Fuel Our Shopping Frenzy
Parijs, donderdag, 26 juni 2025.
Ademe’s groundbreaking research reveals a disturbing trend in consumer behaviour. The study, conducted among 400 participants aged 16 to 75, demonstrates that the appeal of ultra-fast fashion and second-hand clothing primarily lies in the ability to buy more. This mechanism triggers a consumption cycle that entices customers into overconsumption, resulting in a significant increase in clothing purchases and wardrobe turnover. The research results point to a deeper psychological pattern where purchasing ability is deemed more important than the actual need for new clothing.
In-Depth Analysis of Consumer Behaviour
Ademe’s research, presented last Wednesday, unveils critical insights into consumption patterns within the fashion industry. The study was conducted among 400 consumers aged 16 to 75, with an in-depth cohort of 159 respondents followed over a period [1]. The results indicate that the attractiveness of ultra-fast fashion and second-hand clothing is primarily driven by the ability to buy more [1].
Overconsumption as a Core Problem
The research findings reveal a worrying trend: 60% of purchased clothing remains unused in the wardrobe within a year [3]. This points to a fundamental problem in consumer behaviour, where the ability to purchase is considered more important than the actual need for new clothing [1][3].
Consumption Patterns in Perspective
Additional data shows that people in France purchase an average of 37 clothing items per year [3]. An Ademe spokesperson critically states: ‘People buy far too many clothes that they hardly or never wear’ [3]. This behaviour is further fuelled by the low-threshold nature of ultra-fast fashion and second-hand platforms [1][2].