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fast fashion
Fast fashion is a contemporary term used by fashion retailers to express that designs move from catwalk quickly in order to capture current fashion trends.〔Hines, Tony, and M. Bruce. 2001. Fashion marketing - Contemporary issues. Oxford: Butterworth-Heinemann.〕 Fast fashion clothing collections are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year.〔Muran, Lisa. "Profile of H&M: A Pioneer of Fast Fashion." Textile Outlook International (July 2007): 11-36. Textile Technology Index. EBSCO. Mary Couts Burnett Library, Fort Worth, Texas. 13 Nov. 2008 .〕 Emphasis is on optimizing certain aspects of the supply chain in order for these trends to be designed and manufactured quickly and inexpensively to allow the mainstream consumer to buy current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers such as H&M, Zara, Peacocks, and Topshop. It particularly came to the fore during the vogue for "boho chic" in the mid-2000s.〔See, for example, ''Sunday Times Style'', 17 September 2006〕
This has developed from a product-driven concept based on a manufacturing model referred to as "quick response" developed in the U.S. in the 1980s 〔Lowson, B., R. King, and A. Hunter. 1999. Quick Response - Managing the Supply Chain to Meet Consumer Demand. Chichester: Wiley.〕 and moved to a market-based model of "fast fashion" in the late 1990s and first part of the 21st century. Zara has been at the forefront of this fashion retail revolution and their brand has almost become synonymous with the term, but there were other retailers who worked with the concept before the label was applied, such as Benetton.〔Hines, T. 2001. "From analogue to digital supply chains: Implications for fashion marketing " In Fashion marketing: Contemporary issues. Eds. T. Hines and M. Bruce. Oxford: Butterworth Heinemann, 26-47〕〔Hines, T. 2004. Supply chain strategies: Customer driven and customer focused. Oxford: Elsevier.〕 Fast fashion has also become associated with disposable fashion because it has delivered designer product to a mass market at relatively low prices.〔Hines,T. (2007) Globalization: Global markets and global supplies, in Hines, T. and M.Bruce. Eds. Fashion Marketing Contemporary Issues 2nd Edn. Oxford, Elsevier〕 The slow fashion movement has arisen in opposition to fast fashion, blaming it for pollution (both in the production of clothes and in the decay of synthetic fabrics), shoddy workmanship, and emphasizing very brief trends over classic style.〔Cline, Elizabeth L. (2012) Overdressed: The Shockingly High Cost of Cheap Fashion. Penguin Group. New York.〕 Fast fashion has also come under criticism for contributing to poor working conditions in developing countries.〔Ian M. Taplin,(2014) "Who is to blame?: A re-examination of fast fashion after the 2013 factory disaster in Bangladesh", critical perspectives on international business, Vol. 10 Iss: 1/2, pp.72 - 83 Emerald Group Publishing http://www.emeraldinsight.com/doi/full/10.1108/cpoib-09-2013-0035〕
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