Fast-Fashion: Fast Enough to Satisfy Adolescent Girls' Expectations from Their Clothing

Word-wide and also in Turkey, little research has been done on adolescents as a consumer market, especially regarding their evaluating criteria, expectations and problems relating to clothing. The research was therefore conducted to explore and describe the adolescent female consumers' expectations and evaluations related to her selection of clothing. In doing so, it mainly focused on the fit of cloths. The survey was applied to more than 200 adolescent girls who were randomly selected from the most populated areas of Istanbul. The participants were within the age range of 9-16. The data collected were analysed using IBM SPSS (23), based on the relevant statistical significance and data summary techniques. The chi-square analyses were also conducted to seek the similarities (or dissimilarities) between the age groups and their major clothing problems.