that brand consciousness – which was equated with quality consciousness - not only applies to high-end fashion retailers, but also to fast-fashion retailers. For Japanese consumers, fast-fashion brands became a viable

alternative to purchasing luxury brands

project allows customers to return used textile items, among them clothes

(except for underwear), towels, sheets, textile covers, and nylon products,

to MUJI outlets or Seiyū outlets four times a year. 8 These returned items are

subsequently recycled and resold. A related project, titled PLA-PLUS Project is a plastics

recycling project, which encourages customers to return used plastic items

to MUJI outlets.

the human and environmental costs have grown dramatically.” 92

Although 97 percent of items purchased in the United States are made

overseas, 93 these workers are among the lowest paid in the world and

are often exploited for cheap labor

retail store often before the original designer’s version even hit stores.

The instant gratification mentality of eager consumers leads buyers to

want to purchase the latest fashion trends as soon as possible