Fast fashion is a contemporary term used by fashion retailers to acknowledge that designs move from a catwalk to store in the speed-up to capture current trends within the market. Clothing collections are no longer depended on seasons, trade or fashion shows. It is an ongoing business where the garment’s sales in and out of retail doors are monitoring daily. If a product sells badly it’s replaced by another.
Cheap become expensive
Fashion trends presented at Fashion Week in both the spring and the autumn of every year are setting the tone and are afterwards to be copied in every detail. These trends designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers such as H&M, Zara, Peacocks, and Topshop. These fashion corporations are currently meeting a problem as consumer-trends are about to change. See Product lifespan complexity, Slow fashion, Optimal lifetime
Recommended posts on fast fashion, refashioned, and garment manufacturing
- Refashioned, cutting edge clothing from upcycled materials. Part One
- Refashioned, cutting edge of design in the sustainable era. Part Two
- Refashioned, fashion activism from the 1999s and up to the Fashion Revolution. Part Three
- Refashioned a part of the fashion revolution. Part Four
Fast fashion brand H&M
- The great H&M conscious fashion swindle?
- H&M are playing tricks with their figures in the sustainability reports