FAST FASHION
Fast Fashion Definition: |
Designer collections are being outpaced by fast fashion chains. Fast fashion has taken over supplying modern, trendy fashion to consumers. With the public demanding the latest fashion, retail is under the pressure to supply. Retail is expected to have the latest fashions at hand for their consumers. Garments are constantly being marked down to make space for new merchandise, and the dynamic of stores change with the seasons. Who is to blame in this new dynamic of fashion?
Fast fashion, has taken over our generation. The constant change in trends and style is almost every day. Fast fashion is a way for consumers to get new trends at lower prices. Younger generations, such as the Millennials, seek style as a way to interpret their personal individuality. Fast fashion has influenced not only the consumer, but designers, fashion brands and retailers. Designers have multiple fashion shows a year just to try and keep up. Companies are even adapting to the business module to enhance their company growth. Fast fashion companies have taken over the fashion industry. |
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The Millennial Generation pride themselves in shopping to express their own originality. They are less likely to be loyal to one brand. “Not looking like everyone else” is key to the millennials. Millennials have become more informed shoppers due to the Internet. Digital media has quickly exposed trends and can either keep it going or kill it. With trends, one must react faster and stay up to speed. Many brands and designers find it hard to keep up. Stores such as Zara, H&M, and Forever21 are leading fast fashion chains, changing the dynamics of the retail industry. They are fulfilling the needs of consumers that want Ready to Wear items as fast as possible.
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The internet has played a major role in fast fashion. Individuals are now able to access fashion quicker, at the palm of their hands. Fashion magazines and blogs are able to release information out to readers easier. With shopping now available online, consumers are able to buy products with a click of the mouse. Social media has influenced consumers and their shopping behavior, linking the supplier directly to the customer.
It is no longer survival of the fittest , but rather the survival of the adaptist. The world is changing and the consumer is changing with it. Fast fashion is here to stay, changing the dynamic of the fashion industry. Designers and retailers will have to modify their business to adapt. Fast fashion is what consumers want, new trends at affordable prices at the right time. |
Course Name: FSH 617 01: MS: Introduction to Fashion Journalism
Instructor: Stephan Rabimov
Instructor: Stephan Rabimov
May 12, 2015
