Difference between revisions of "Fast Fashion"

'''Fast Fashion''' is an extremely popular business model that focuses on mass production, design, and marketing. The manufacturing relies on replicating trendy styles and low-quality materials in order to produce inexpensive clothing styles to the general public. These cheaply-made, trendy pieces have resulted in a large-scale movement within the fashion industry. <ref> Linden, A. (2016). An Analysis of the Fast Fashion Industry. Retrieved 10 March 2021, from https://digitalcommons.bard.edu/cgi/viewcontent.cgi?article=1033&context=senproj_f2016 </ref>. The earliest version of fast fashion starts back in the 1960s with the paper clothing trend where one viral marketing campaign instigated the movement through paper napkins. <ref> Buck, S. (27 November 2017). This wild paper clothing trend of the 1960s was the early version of fast fashion. Retrieved 11 March 2021, from https://timeline.com/paper-fashion-1960s-43dd00590bce </ref>. Scott Paper Company originally tried to sell napkins and toilet paper in order to promote its new Dura-Weve material. Instead, two styles of shift dress emerged from this type of paper. In eight months, 500,000 units were sold, which prompted fast fashion business models during the late 20th century to manufacture cloth cheaper and easier, through new materials like polyester and nylon. This movement soon escalated to other new methods that fast fashion is known for, such as efficient supply chains, quick response manufacturing methods, inexpensive labor in sweatshop production, and low-labor bulk manufacturing industries in South, South East and East Asia. <ref> Joy, A. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. Retrieved 12 March 2021, from https://www3.nd.edu/~jsherry/pdf/2012/FastFashionSustainability.pdf </ref> Companies like Uniqlo, H&M, and Zara built these business models based on inexpensive clothing from efficient production line to create more seasonal/trendy designs that are continuously marketed to fashion-conscious consumers.