The pace-value paradox in fashion consumption (a consumer generated content study)
Fashion consumption today is full of contradictions. Trends are moving faster, budgets are tighter, and sustainability concerns are growing, yet people are still buying.
Rather than buying less, many consumers are changing how they justify what they buy. From cost-per-wear logic to dupe culture and second-hand shopping, new narratives are helping purchases feel smarter, more responsible, and easier to defend.
This webinar explores how consumers rationalize fashion spending today, and what that means for brands’ pricing, positioning, and messaging.
What you’ll take away:
The new language of value, and how consumers define what feels “worth it” today
Cost-per-wear thinking as a key way consumers justify fashion purchases
Dupe culture, and why lower-cost alternatives feel increasingly acceptable
Trend fatigue signals emerging beneath fast-moving fashion cycles
What’s next for fashion brands in pricing, positioning, and communication
Speakers
Gilbert Saktoe
Innovation Consultant at Toluna
Gilbert helps brands turn consumer understanding into futureready growth by uncovering emerging needs, challenging the status quo, and driving better decisions
Jan Jaap de Reus
Associate Director Discovery Observation at Toluna
With 16 years of experience turning online conversations into actionable insights, Jan leads the Global Discovery and Observation team. He is passionate about finding innovative solutions to challenging research questions, with a particular focus on optimizing brand communication and driving product innovation.
Dirk Pieterse
Group Commercial Director at Toluna
Dirk has 15 years of market research experience, working with some of the world’s leading fashion, sports and footwear brands. His experience ranges from evaluating early design sketches to understanding how brands perform globally. He particularly enjoys uncovering real trends through unfiltered social conversations, where people naturally share what they like, wear and care about. When it comes to his own style, Dirk values comfort and prefers a casual ‘be yourself’ look, including in business. This makes him a natural fit to host Dressed for the Algorithm.
