Nina Jobst
Research expert covering South Korea
Fast fashion in the U.S. - statistics & facts
In the current day and age, the term fast fashion is frequently mentioned in conversations related to sustainability and environmental consciousness. Parallel to growing concerns surrounding climate change and overconsumption, the fast fashion market in the United States continues to gain traction, especially amongst Generation Z consumers. In fact, the top two most popular fashion stores in the U.S. are those of well-known fast fashion brands H&M and Forever 21. Online, one of the most in-demand fashion brands was Chinese powerhouse SHEIN, which was one of the most downloaded apps in 2023.
Another popular retailer among both men and women is Zara, which is under the biggest fast fashion group in the world, Inditex. In 2023, about seven billion euros in net sales were generated in the Americas, which was the retailer’s second biggest regional market. Like many other fast fashion companies, Inditex outsources a large quantity of its production to suppliers in China, Morocco, Turkey, Bangladesh just to name a few, with China having the highest number of manufacturers.
Despite its widespread popularity and the convenience it offers, mass-produced fashion in the United States is increasingly facing scrutiny due to its significant impact on the environment. About 15 percent of Generation Z, fast fashion’s usual target audience, avoid purchasing such items. While fast fashion remains a dominant force in the apparel market, the long-term environmental consequences cannot be ignored for long.
Favored brands among American consumers
One of many brands that come up in the context of fast fashion is the Swedish giant H&M. Part of the initial fast fashion wave, H&M generates dozens of collections per year, with many articles being made of polyester and other non-recyclable fabrics. As of 2023, the United States was H&M’s second largest market, reaching net sales of over three billion U.S. dollars.Another popular retailer among both men and women is Zara, which is under the biggest fast fashion group in the world, Inditex. In 2023, about seven billion euros in net sales were generated in the Americas, which was the retailer’s second biggest regional market. Like many other fast fashion companies, Inditex outsources a large quantity of its production to suppliers in China, Morocco, Turkey, Bangladesh just to name a few, with China having the highest number of manufacturers.
Brand transparency (and its importance)
An important indicatory within the fashion industry is brand transparency. When a brand is transparent, it is willing to disclose information not only on its operational and financial figures, but even data that could be considered sensitive, which includes environmental impact. According to a study conducted in 2024, H&M was considered to be the most transparent brand out of all big-name fast fashion retailers. At the other end of the spectrum, American clothing company Forever 21 scored zeroes across all transparency areas, including accountability, energy procurement and decarbonization.Despite its widespread popularity and the convenience it offers, mass-produced fashion in the United States is increasingly facing scrutiny due to its significant impact on the environment. About 15 percent of Generation Z, fast fashion’s usual target audience, avoid purchasing such items. While fast fashion remains a dominant force in the apparel market, the long-term environmental consequences cannot be ignored for long.
