Know What Is Fast Fashion

When you're grabbing a 1499 bucks dress from your favourite brand to wear on a night out with friends or few outfits for the new job you just started, it's easy to pick something that looks the best on you for the lowest price, especially when you're shopping on a budget.

Yet too often the clothes bought due to the cheap price tag turn out to be cheaply made as well, and end up in the trash when you realize they can't be worn any longer. For a lesser contemplated fact, not only is this unworthy for your wallet (and wardrobe) when you need to buy more clothes but it's not great for the planet, either!

"Fast fashion" is a term in use by fashion retailers to portray clothes that are inspired by recent style trends seen on celebrities and on the runway for an affordable price for the average consumer. As a result of this trend, the practice of introducing new fashion lines on a seasonal basis is being confronted. Today, it is common for fast-fashion retailers to bring in new products multiple times in a single week to stay on-trend.

Breaking Down Fast Fashion

Fast fashion is made possible by advancements in supply chain management (SCM) among fashion retailers. Its goal is to quickly produce an item that is both cost- effective and responds to fast-shifting consumer demands. The assumption is that consumers need a high-fashion styled piece of clothing at a low price. Fast fashion stays on the concept of category management, which more closely links the manufacturer with the consumer in a mutually beneficial relationship. The speed at which fast fashion take place, requirement of such collaboration as the need to refine and accelerate supply chain processes is paramount. There is also considerable pressure to keep costs as low as possible.

From retailers’ perspective, fast fashion is beneficial because the constant introduction of new products encourages customers to make frequent visits to stores.

In spite of the advantages for customers, fast fashion has also been disapproved on the grounds that it encourages a “throw-away” attitude via the built-in obsolescence of its products. Some assert that such disposable fashion adds up to pollution, poor workmanship and poor working conditions in developing countries. The trend has also been condemned on intellectual property grounds, with some designers alleging that their designs have been illegally mass-produced by retailers.