Humaira - Humaira, Evi Fitriani


This article aims to understand the development of fashion consumerism in the United Kingdom (UK) with the focus: why fast fashion consumerism in the last two decades was very high? This study applied a post-structuralism paradigm, namely the Libidinal Economy concept from Jean-Francois Lyotard and a post-modernism paradigm on the Consumer Society from Jean Baudrillard. The method employed in the article is a case study in the UK in the last two decades. Data were collected from scientific writings, documents, news, and advertisements in media. The results show that fashion consumerism in the UK dated back to the 18th century; it strengthened in the first two decades of the 21st century, driven by libidinal economic activities and facilitated massively by technological advancements in both marketing and trades. The ability of multinational fast fashion companies to utilize the mass media to construct the social status of its consumers and to create “hyper-reality” needed by modern people nowadays seemed to surpass the awareness of British clothing consumers regarding the environmental impacts and global imbalances of the fast fashion industry. In this study, the application of the post-structuralism paradigm clarifies the relationship between technology, mass media, the expansion of capitalism and the consumption of fast fashion in British society, whereas the post-modernism paradigm highlights socio-cultural aspects that encouraged the creation of hyper-reality through fast fashion among the British. These findings contribute to the knowledge about the relationship between technology, media, and multinational fast fashion companies with the development of consumer society in the UK.


ekonomi libidinal; fast fashion; Inggris; kapitalisme global; masyarakat konsumen


Full Text:



Ahmad, N., Atif Salman, & Rubab Ashiq. 2015. The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites. Journal of Resources Development and Management, 1–7.

Anguelov, N. 2016. The Dirty Side of the Garment Industry Fast Fashion and Its Negative Impact on Environment and Society The Dirty Side of the Garment Industry. London: Taylor & Francis Group.

Azwar, M. 2014. Teori Simulakrum Jean Baudrillard dan Upaya Pustakawan Mengidentifikasi Informasi

Realitas. Jurnal Ilmu Perpustakaan & Kearsipan Khizanah Al-Hikmah 2, no. 1: 38–48.

Baudrillard, J. 1970. The Consumer Society. London: Sage Publication.

Briggs, F. 2019. UK consumers don’t think it’s their responsibility to ensure a sustainable fashion industry. Retail Times. sustainable-fashion-industry/ [diakses 30 Mei 2020].

British Fashion Council. 2017. The Value of UK Fashion Industry. London: Oxford Economics.

Business of Fashion. 2020. Haute Couture. Business of Fashion. [diakses 20 Mei 2020].

Butler, S. 2018. Is fast fashion giving way to the sustainable wardrobe? The Guardian. https://www. [diakses 23 April 2019].

Daly, H. 2019. Fashion retail: market trends, digital strategies and top searches. Telegraph. https://www. [diakses 22 Mei 2020].

Duczeminski, M. 2018. Spotlight on Zara: Lessons from a Brand that Spends Next to Nothing on Ads. PostFunnel. [diakses 12 Juni 2020].

Environmental Audit Committee of UK Parliamentary. 2019. Fixing fashion: clothing consumption and sustainability. Sixteenth Report of Session 2017–2019. UK Parliamentary.

Gascoigne, R. 2019. How Boohoo Have Cornered the ‘Fast Fashion’ Online Market. Purpose Media. https: // [diakses 1 September 2020].

Henry, B. 1986. British Television Advertising: The First Thirty Years. London: Century Benham.

Johnson, J. 2020, February 14. Number of daily internet users in Great Britain from 2006 to 2019. Statista. [diakses 12 Mei 2020].

Kaur, M. 2019. Best Black Friday 2019 clothing deals as Topshop, ASOS and more release discounts. Mirror UK. [diakses 10 Mei 2020].

Lemire, B. 2016. Developing Consumerism and the Ready-made Clothing Trade in Britain, 1750–1800. Textile History, 21–44.

Lila Newman. 2019. Mass Media. Chicago School of Media Theory. mediatheory/keywords/mass-media/ [diakses 16 Mei 2020].

Linden, A. R. 2016. An Analysis of the Fast Fashion Industry. Bard College: Bard Digital Commons.

Liu, Y., & Zhang, T. 2019. Research on Digital Marketing Strategies of Fast Fashion Clothing Brands Based on Big Data. 2019 34rd Youth Academic Annual Conference of Chinese Association of Automation (YAC), 552–556. doi: 10.1109/YAC.2019.8787647.

Motte, A. D. 2019. Black Friday: What Impact Does It Have In Europe? Merkle Inc. [diakses 2 Juni 2020].

Nazir, S. 2019. How does Zara survive despite minimal advertising? Retail Gazette. [diakses 30 Mei 2020].

Okonkwo, U. 2007. Luxury Fashion Branding: Trends, Tactics, Techniques. New York: Palgrave Macmillan.

O’Neill, L. 2020. A Five-Minute History of Fast Fashion in the UK. Vice. [diakses 21 Agustus 2020].

Percolate. 2015. The Secret to Brand Growth? Mental and Physical Availability. Slideshare. https://www. [diakses 30 Mei 2020].

Pruitt, S. 2015. What’s the Real History of Black Friday?. History. real-history-of-black-friday.

Qualman, E. 2009. Socialnomics: how Social media transforms the way we live and do the business. John Wiley & Sons, Inc.

Rowley, J. 2009. Online branding strategies of UK fashion retailers. Internet Research Vol. 19, no. 3, 348–369.

Sabanoglu, T. 2020. Black Friday in the United Kingdom (UK) - Statistics and Facts. Statista. https://www. [diakses 10 Februari 2020].

Sabanoglu, T. 2020. Consumer expenditure on clothing and footwear in the United Kingdom (UK) 2019. Statista. type-in-the-united-kingdom-uk/ [diakses 28 Mei 2020].

Sabanoglu, T. 2020. Online clothing market in the UK - Statistics & Facts. Statista. [diakses 30 Mei 2020].

Schweitzer, K. 2015. The True Story About How Fashion Trends Are Born. Pop Sugar. [diakses 16 Mei 2020].

SEP. 2019, December 18. Jean Baudrillard. Stanford Encyclopedia of Philosophy. [diakses 12 Mei 2020].

Sharp, B. 2010. How Brands Grow: What Marketers Don’t Know. Melbourne: Oxford University Press Australia.

Shephard, A, Sanjukta Pookulangara, Tammy R. Kinley, dan Bharath M. Josiam. 2016. Media Influence, Fashion, and Shopping: A Gender Perspective. Journal of Fashion Marketing and Management 20, no. 1: 4–18.

Simpson, L. H. 2019. Exploration of the perpetuating fast fashion consumption cycle: Young women’s experiences in pursuit of an ideal self-image. Iowa: Fashion Design Commons.

Skeldon, P. 2019. Social influencers have led to the rise in fast fashion, with 30% of shoppers using Instagram for inspiration. Internet Retailing. 20388#:~:text=More%20than%20half%20of%20shoppers,the%20Fashion%20Retail%20Academy%20 reveals [diakses 22 Mei 2020].

Skeldon, P. 2020. Fast Fashion: How Zara, Boohoo, ASOS and PLT are taking over retail – by numbers. over-retail--by-numbers-20911. (Diakses 6 Januari 2021)

TRAID. 2018. The Impacts of Clothing Fact Sheets. London: TRAID.

UK Essays. 2018, November. Impact of Advertising on Fashion. UK Essays. [diakses 14 Mei 2020].

UK Office for National Statistics. 2018. E-commerce and ICT activity, UK: 2018. UK Office for National Statistics. erceandictactivity/2018#:~:text=3.-,E%2Dcommerce%20sales%20show%20largest%20annual%20 growth%20since%202014,comparable%20records%20began%20in%202014 [diakses 11 Januari 2021].

Walters, D. 2006. Demand Chain effectiveness – Supply Chain Efficiencies: A Role for Enterprise Information Management. Journal of Enterprise Information Management 19, no. 3: 246–261.

https://doi. org/10.1108/17410390610658441

WRAP. 2020. Clothing Waste Prevention. WRAP. [diakses 30 Mei 2020].


  • There are currently no refbacks.

Copyright (c) 2021 Paradigma: Jurnal Kajian Budaya


Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional


Free counters!View My Stats