What is fast fashion?

Fast Fashion describes a business model where as many fashion collections as possible are brought to market as quickly as possible. The collections are based on the latest trends, fuelled by what’s in vogue with celebrities and designers. It is a model that is entirely unsustainable.
Shopping for clothing was once considered an event. Consumers would save up to buy clothing at certain times of the year. But that changed in the late 1990s, as shopping became a form of entertainment and demand for clothing increased. Enter fast fashion, the cheaper, trendier clothing that allowed consumers to feel as though they were wearing the same clothing that was on the runway at fashion shows.
• Fast fashion is a boon for retailers because of the constant introduction of new products encourages customers to frequent stores more often, which means they end up making more purchases.
• The speed at which fast fashion moves tends to help retailers avoid markdowns, which cut into margins.
• Fast fashion is also responsible for big profits, especially if a retailer is able to jump on a trend before the competition. And if there are any losses, fashion retailers are able to recover quickly by launching a new clothing line or product.
• Fast fashion is available everywhere.
DISADVANTAGES OF FAST FASHION
• Fast fashion encourages a “throw-away” attitude. That's why it's also called disposable fashion—the clothing is...

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