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Fast fashion

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


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