“Fast Fashion” is a new term that the fashion industry is using lately. It is changing the way consumers shop and the way retailers stock their shelves. Fast Fashion is more than just a movement, but it is causing an economic shift. However, many do not know what it even means. Retailers are able to quickly react to the popularity of certain items, and are able to hold back on items that do not do so well. Fast Fashion also allows customers to create their own sense of personal style because they are able to test out a large variety of fast fashion items.
The Process of Fast Fashion
Recently, our intern had the opportunity to study abroad in China and do research on the process of fast fashion. While in China, she observed fabric markets, fabric mills, production factories, showrooms, and finally in store layouts. Fast Fashion excels because the production line in short. One factory in China, had a production turn around of less than 30 days. This time period allowed the brand to excel and gain profit quickly, because they reacted to their customers needs quickly.
The Outcome of Fast Fashion
Due to Fast Fashion stores are able to produce and sell the trendiest outfits. There is now slight competition for who can get the product out first, however, it also allows stores to re-brand themselves constantly. Stores are able to have numerous styles in stock, with different colors, and different patterns. Furthermore, the consumer is able to be any style of shopper she wants.
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