News By/Courtesy: Gopika Sasi | 19 Sep 2020 13:40pm IST

HIGHLIGHTS

  • The quick movement of clothing designs from the catwalk to stores to meet new trends is termed as fast fashion.
  • The aim behind fast fashion was to produce articles of clothing quickly that are cost-efficient.
  • Topshop of England, UNIQLO of Japan, Forever 21 of the United States, H&M of Sweden, and GAP also tops the list.

The quick movement of clothing designs from the catwalk to stores to meet new trends is termed as fast fashion. This allows mainstream consumers to purchase trendy clothing at an affordable price. It competes with traditional fashion houses that continue to introduce new fashion lines on a seasonal basis.  

Because of cheaper clothing, an increase in the appetite for fashionable clothing, and the increase in purchasing power on the part of consumer’s fast fashion became common. Fast fashion is challenging new fashion lines that are introduced on a seasonal basis by traditional fashion houses due to all these reasons. It's not uncommon for fast-fashion retailers to introduce new products multiple times in one week to stay on-trend.

Shopping for clothes was considered as an event at first. People used to save their money to buy clothes at certain times of the year. In the late 1990s, this was changed as shopping became a form of entertainment, and demand for clothing increased. The aim behind fast fashion was to produce articles of clothing quickly that are cost-efficient. This response to fast-shifting consumer demands. Consumers want high fashion at a low price, this was the final assumption. This concept of category management, linking the manufacturer with the consumer in a mutually beneficial relationship.  

Spanish chain Zara serves as an exemplar of how to cut the time between design, production, and delivery. Topshop of England, UNIQLO of Japan, Forever 21 of the United States, H&M of Sweden, and GAP also tops the list. Traditional department stores such as Macy's, Kohl's in the U.S., and J. C. Penney have all taken a page from Zara's book, shortening design and production times to better compete in the market. 

Because of the constant introduction of new products encourages customers to frequent stores more often, which means they end up making more purchases thus becoming a boon for retailers. This help retailers avoid markdowns, which cut into margins. Fast fashion is also responsible for big profits. It's easy to get consumers back into stores to purchase the new clothing and the latest styles as the clothing is cheaper. Fast fashion has also been criticized because it encourages a “throw-away” attitude and thus it is called disposable fashion.

  

This article does not intend to hurt the sentiments of any individual, community, sect, or religion, etcetera. This article is based purely on the author’s personal opinion and views in the exercise of the Fundamental Rights guaranteed under Article 19(1)(A) and other related laws being enforced in India for the time being.

Section Editor: Pushpit Singh | 20 Sep 2020 20:49pm IST


Tags : Fast fashion, new trends, Forever 21, H&M, GAP, Topshop

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