What is Fast Fashion?
Fast fashion is a clothing production strategy that emphasizes moving high-end catwalk trends into stores in the shortest amount of time possible at the cheapest possible price point. It was introduced in 1980s and ’90s by brands like Zara and Benetton, and gained notoriety over the past decade with stores like Forever21 and H&M.
Now, fast fashion a bona fide juggernaut. H&M—which has over 2,200 stores globally—can design, manufacture, and distribute new products in as little as three weeks, a timeline that allows the company to remain agile and at the forefront of trends, and to constantly update its massive inventory. Low-grade fabrics, cheap labor from overseas, and flimsy construction allow the company to keep prices bargain-basement low, a key factor in luring customers back weekly or even daily to check out the always-new inventory.
Now, fast fashion a bona fide juggernaut. H&M—which has over 2,200 stores globally—can design, manufacture, and distribute new products in as little as three weeks, a timeline that allows the company to remain agile and at the forefront of trends, and to constantly update its massive inventory. Low-grade fabrics, cheap labor from overseas, and flimsy construction allow the company to keep prices bargain-basement low, a key factor in luring customers back weekly or even daily to check out the always-new inventory.