| Demanding a change in culture, fast fashion | | | | heat on their budget. This has motivated them to |
| requires businesses to respond rapidly to the | | | | go in for fast fashion apparels |
| consumer demand, and plan new market | | | | Key Players Need for drastic changes in |
| strategies. | | | | consumer demand and fashion trend is more |
| People are getting exposed to different way of | | | | apparent for retailers. The main strategy to do a |
| lifestyle. Accordingly fashion trends also keep | | | | fast fashion business is the ability to respond very |
| changing. The question is how can one adjust with | | | | quickly to the fast changing needs of the target |
| the fast changing trends? As buying fashionable | | | | customers, identify the trends in advance, and |
| clothes requires an investment, the customer is | | | | meet the market requirements in a rapid speed. |
| more focused on the trends in which he would be | | | | Fashion retailers like H&M, and Zara, Forever 21, |
| investing the money. Fast fashion comes in | | | | and Primark are famous for their fashion labels |
| panorama here | | | | Is the style going obsolete One of the constraints |
| The term Fast Fashion refers to the term of | | | | for the retailers in responding quickly is the |
| clothing collection that is based on the most | | | | combination of inflexible systems, and lack of |
| recent fashion trends, especially of the West. | | | | timely information. Adding to the pressure, |
| They facilitate the main stream customer to buy | | | | merchandisers and buyers keep juggling their |
| stylish Apparels with matching with the current | | | | plans several times in a season |
| trends, and at an affordable price. In the current | | | | The main focus of fast fashion is its sustainability. |
| scenario, fashion industry, and to be more | | | | Apart from financial, there are social, and |
| particular, the fashion apparel segment proves to | | | | environmental concerns associated with it. Maybe, |
| be very volatile in nature. With new trends | | | | the latest trend clothes are available at affordable |
| springing up every now and then, consumer's | | | | prices. But what if they fall apart after a couple of |
| preferences keep changing in the wink of an eye | | | | washes? Are these apparels manufactured using |
| Why Fast Fashion Currently business environment | | | | a sustainable model? Some critics do argue that |
| is going through a phase of unprecedented | | | | rather than buying clothes that look trendy to |
| changes. Businesses have to respond to changes | | | | match with the latest fads, it is wise to buy a |
| in the market, and changing consumer | | | | classic outfit with long term appeal |
| preferences, to remain successful and to sustain | | | | Todays shopper seeks to buy clothing in a way |
| their share in the pie. Majority of the population | | | | that looks fashionable, and does not break the |
| belongs to the middle, and upper middle income | | | | bank as well. Fast fashion raises the value of |
| category. Consumers are fashion conscious, and | | | | fashion designers. But still, it is always better to |
| at the same time expect affordable prices as well. | | | | give a second thought about the cost involved, |
| They want to adapt themselves to the changing | | | | and the long term benefits before one goes for a |
| fads, and simultaneously do not want to feel the | | | | buying decision regarding fast fashion apparels. |