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To mark Fashion Revolution Day (April 24th), consumers around the globe were encouraged to take photos of their clothing and post it on social networks with the hashtag #WhoMadeMyClothes, to challenge fashion brands on the origin of their clothes.

This intrigued the experts at SaveOnEnergy to investigate which fast fashion brands have the most unhappy customers by finding out who is receiving the most negativity on social media. They analysed over 38,000 tweets aimed towards the biggest fast fashion brands’ customer service accounts, conducting a sentiment analysis to find out which retailer is taking the most heat online.

SaveOnEnergy revealed the fast fashion brand with the least satisfied customers and receiving the most slack online is Forever 21, with 31.28% of all tweets sent to their customer service account (@Forever21Help) categorised as negative.

The most common emojis used when tweeting the brand is the crying emoji, the eye roll emoji and the prayer emoji. The types of negative tweets mentioning the brand range from queries about the quality, missing/wrong orders and their customer service.

Following closely behind in second place was ASOS, with 30.7% of all tweets aimed at the customer service account (@ASOS_HeretoHelp) being negative in tone.

The emojis most used when tweeting the online retailers is the crying emoji, the angry faced emoji and the cry laughing emoji.

Placing third is the fast fashion e-commerce site SHEIN, with 30.17% of all tweets analysed holding a negative tone. The most commonly used emojis when tweeting the brands customer service account (@SheIn_Help) is the angry faced emoji, the love letter emoji and the thinking face emoji.

In fourth is New Look (@NewLookHelp) receiving 22.82% negative toned tweets and in fifth is Pretty Little Thing (@OfficialPLT_CS) with 21.28% of negative tweets directed towards them.

The Fast Fashion Brands Receiving the Most Positivity Online

The fast fashion brand with the most satisfied customers and receiving the most positivity online for their items out of the tweets analysed is Urban Outfitters, with their customer service account (@UOHelpMe) receiving 73.93% positivity.

Just behind in second place is H&M with 70.77% of all tweets holding a positive tone towards their customer service account (@hm_custserv).

Placing third is Missguided (@Missguided_help), showing 68.09% positivity in the tweets analysed about the brand.

In fourth is Zara (@ZARA_Care) showing 67.69% positivity in tweets analysed and in fifth is River Island with their customer service account (@riverislandhelp) receiving 66.21% positivity.