Posted by Jemma Neill
on July 09, 2025
Europe Tops List of Countries Addicted to Fast Fashion – Despite Sustainability Talk
A new global analysis shows what many suspected: Europe talks a big game on sustainability, but when it comes to clothes, cheap and trendy still win.
A new study by Kaiia finds Spain leads the world in fast fashion dependency, with nearly 92% of its entire clothing market controlled by fast fashion retailers. For context, that’s over $27B of Spain’s $30B clothing spend going straight to low-cost brands.
And it’s not just Spain. European countries make up nearly every spot in the top 10. From the UK to Belgium to France, shoppers keep reaching for ultra-affordable, throwaway trends, even while governments preach greener choices.
Shein Beats Zara and H&M – Everywhere
Surprisingly, it’s not even local giants like Zara calling the shots online. The report shows Shein is winning the race for attention in country after country, pulling in more Google searches than Zara and H&M combined.
For Spaniards, who literally gave the world Zara, Shein is still the first stop when hunting for a cheap outfit online.
Who Else Made the List?
The UK comes second, with Brits spending almost $73B on fast fashion each year, which is nearly 89% of all clothing spending. Belgium isn’t far behind: Belgians drop 86% of their clothing budget on fast fashion.
Even fashion powerhouses like Germany and France can’t resist. In Germany, 85% of spending goes to fast fashion, while France, the home of haute couture, spends over 84% on it.
Here’s How the Top 10 Looks:
|
Country |
Fast Fashion-Related Search Volume Per 100 K people |
Clothing Market Revenue |
Fast fashion Revenue |
% of Fast Fashion in Clothing Market |
|
Spain |
56835 |
$29,960,000,000 |
$27,400,000,000 |
91.46% |
|
United Kingdom |
41716 |
$82,890,000,000 |
$73,380,000,000 |
88.53% |
|
Belgium |
36019 |
$10,460,000,000 |
$9,010,000,000 |
86.14% |
|
Germany |
23253 |
$72,570,000,000 |
$61,760,000,000 |
85.10% |
|
France |
48263 |
$40,020,000,000 |
$33,650,000,000 |
84.08% |
|
Austria |
22717 |
$10,680,000,000 |
$8,880,000,000 |
83.15% |
|
Poland |
28033 |
$16,440,000,000 |
$12,290,000,000 |
74.76% |
|
Netherlands |
40333 |
$20,900,000,000 |
$15,620,000,000 |
74.74% |
|
Turkey |
7061 |
$18,270,000,000 |
$12,780,000,000 |
69.95% |
|
India |
612 |
$101,390,000,000 |
$50,000,000,000 |
49.31% |
India rounds out the list, with just under half of its clothing market tied to fast fashion. But its sheer size means its fast fashion sales overshadow many European countries.
A Big Green Gap
“The numbers reveal a fascinating contradiction at the heart of Europe’s so-called ‘green conscience,’” says a Kaiia spokesperson. “We hear constant talk of sustainability, climate goals, recycling, and conscious shopping, but when it comes down to everyday choices, a cheap T-shirt often wins over these ideals.”
Experts say this isn’t just about clothes – it’s a snapshot of how hard it is to turn good intentions into real change. The fast fashion industry, now worth over $100 billion a year, thrives because it offers something too tempting for many to resist: instant trends at throwaway prices. Until that trade-off shifts, the gap between what people say and what they buy will keep growing – one haul at a time.