• Spain ranks first in fast fashion addiction, with 92% of its clothing market dominated by fast fashion retailers.
• European countries dominate the rankings, claiming nearly all top positions for fast fashion love.
• Shein gets the most online attention, generating more interest than Zara and H&M combined across all countries.

The global fast fashion industry is worth over $100B annually, with some countries showing much more love for quick fashion retailers than others. A new study published by Kaiia analyzed the clothing market across multiple countries to identify where fast fashion has achieved the strongest market dominance.

The research evaluated each country using indicators including fast fashion search volume per 100K people, total clothing market revenue, fast fashion revenue, and the percentage of fast fashion within total clothing markets. Countries were ranked based on the proportion of their clothing market controlled by fast fashion retailers.

Here’s a look at the top 10 countries most addicted to fast fashion

Country	Fast Fashion Related Search Volume Per 100 K people	Clothing Market Revenue	Fast fashion Revenue	% of Fast Fashion in Clothing Market
Spain	56.83K	$29.96B	$27.40B	91.46%
United Kingdom	41.72K	$82.89B	$73.38B	88.53%
Belgium	36.02K	$10.46B	$9.01B	86.14%
Germany	23.25K	$72.57B	$61.76B	85.10%
France	48.26K	$40.02B	$33.65B	84.08%
Austria	22.72K	$10.68B	$8.88B	83.15%
Poland	28.03K	$16.44B	$12.29B	74.76%
Netherlands	40.33K	$20.90B	$15.62B	74.74%
Turkey	7.06K	$18.27B	$12.78B	69.95%
India	612	$101.39B	$50.00B	49.31%

You can access the full article here https://www.kaiiathelabel.com/blogs/news/

Spain takes first place with 91.5% of its clothing market controlled by fast fashion. Spanish consumers spend €27.4B on fast fashion from their €30B total clothing budget. Despite being Zara’s home country, Shein generates the most online interest among Spanish shoppers, surpassing local fast fashion giants.

The United Kingdom comes second with 88.5% of clothing spending on fast fashion. British shoppers put €73.4B towards fast fashion, while the total market amounts to €82.9B, making it the most valuable in Europe. Shein gets the most interest from UK consumers, though H&M maintains strong competition.

Belgium holds the third position, where 86.1% of all clothing purchases go to fast fashion retailers. Belgians spend €9B on fast fashion from their €10.5B total clothing budget, leaving only €1.5B to traditional clothing retailers. Like Spaniards, Belgians also show particular interest in Shein when searching for brands online.

Germany comes in fourth place, representing Europe’s second-largest clothing market at €72.6B total. Fast fashion captures 85.1% of the local clothing market. German consumers are also actively searching for fast fashion brands online, demonstrating this segment’s popularity among the population.

France ranks fifth with 84.1% of clothing money going to fast fashion retailers. French residents spend €33.6B on fast fashion, while the total market value stands at €40B. Similar to its neighbors, Shein dominates French searches when shopping online, which may come as a surprise given France’s luxury fashion reputation.

Austria registers sixth place with 83.1% market dependency on fast fashion. Austria directs €8.9B toward fast fashion retailers. In contrast, the country’s €1.8B traditional fashion segment represents just 17% of total spending. Austrian shoppers demonstrate more loyalty towards European brands compared to their neighbors.

Poland comes in seventh place, with 74.8% of its clothing market being dominated by fast fashion. Polish consumers spend €12.3B on fast fashion out of €16.4B total. Local shoppers show interest across different brands without one clear favorite.

The Netherlands holds eighth place in fast fashion addiction. This segment occupies 74.7% of the total clothing market, nearly matching Poland’s level. Dutch shoppers spend €15.6B on fast fashion items, leaving €5.3B for conventional retailers. From European fast fashion brands, it’s H&M that appeals to the Dutch the most, reflecting the Scandinavian chains’ influence across Northern European markets.

Turkey lands at ninth with 70% of its clothing market controlled by fast fashion. Locals allocate €12.8B to fast fashion out of €18.3B in total clothing expenditure. Despite browsing fast fashion brands less than Europeans online, Turkish shoppers still dedicate €7 out of every €10 spent on clothes to fast fashion retailers.

India completes the top rankings with fast fashion taking 49.3% of the total clothing market share. Fast fashion generates €50B from India’s massive €101.4 billion clothing economy. Traditional textile preference keeps fast fashion share below 50%. At the same time, the country’s enormous population base creates the world’s largest fast fashion revenue pool outside Europe.

“The results show fast fashion has completely taken over in Europe,” says the Kaiia spokesperson. “Spain’s 91% market share proves how dominant these retailers have become. Most European countries now spend the majority of their clothing budgets on fast fashion rather than traditional retailers. What’s particularly surprising is the contradiction between Europe’s strong sustainability advocacy and actual consumer behavior – despite widespread environmental awareness campaigns, Europeans are clearly not willing to follow through when it comes to their clothing choices.”