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. . 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. . 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. . 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. .

Data Collection

Nowadays, fashion brands, including fast fashion and high-brand name ones are using modern technology to understand their customers better than ever before. Through online data collection, some companies are able to use artificial intelligence to reshape the company's approach to product design and development, which allows them to better predict what customers will want to look for and buy next. .