Fast fashion is a popular term used to describe an innovative business practice in which the major share of the market is controlled by the manufacturer who often controls the pricing, quality and distribution of products. The term ‘fast fashion} Fast fashion is often used as a generic term for any products produced by a large fashion house that is able to produce these items in large quantities, at very low cost, and in a short time frame.
Wikipedia defines the term as “A trend or practice in which new items or models are introduced shortly before their sale in order to outpace other similar models.” Invented in the 1970s, the fast fashion industry began as opposed to the traditionally considered conventional style of dress and attire. The name was coined from the “T” structure that is seen when you cross two fingers.
Fast Fashion Clothing is one of the major players in this fast fashion industry. Zara is an Italian designer company known for its trendy yet affordable line of clothes, accessories and footwear. The company has over 100 stores across 10 countries. It has been named as one of the world’s leading brands for women’s ready-to-wear and women’s accessories. Some other fast fashion brands include Primark, Burton and Topshop.
But what about the environmental impact of fast fashion practices? Or the effects on the workforce of developing countries? It has long been known that the cheap labour used to produce fast fashion garments receive a tiny fraction of the profits from the items. This exploitation of labour is ultimately what makes fast fashion possible, but thankfully, more and more consumers are turning away from fast fashion due to its practices.
With more and more small brands opening up the market and offering low-cost fashion with ethics at the heart of its business model, it looks like fast fashion as a practice is dying out. Hopefuly some of the big names in fashion are realising this trend and moving away from bad practices such as cheap labour.
Sophie is a fashion editor with a focus on luxury brands and fabric innovation. She writes about quality craftsmanship, offering insights into what makes timeless pieces truly stand out.
