Emergence and Development of Fast Fashion

                                        

Fast fashion is a relatively new concept that originated from the 20th century in Europe. It is also referred to as “Speed To Market” in the United States. It is widely known that fast and fashion will certainly be the development trend in the coming years. 

When it comes to fast fashion, there are mainly three distinguishing features, namely, fast product update, affordable prices and stay up-to-date on trends. It is an emerging concept from the latest types showed during Fashion Week at first. The general public can enjoy the latest fashionable products in fast fashion stores, at inexpensive prices and of great quality. 

Under this circumstance, fast fashion gradually stood out among the competitors and a business model differs from others in the traditional fashion industry was generated finally.


In this competitive world with various quality and prices, the fast speed of delivering fashionable elements to consumers can help standing out of the competitors. 

Imagine that a brand which does not reveal the trends in a responsive way, it will lose its competitiveness in the fashion market soon. According to the current trend, consumers prefer to pursuit cost-effective products of high quality after their basic life demands are met. 

Apart from this, fast fashion can also fill the gaps in speed, price and trend in that of the traditional industry. Let’s take the clothing sector as an example. There are four periods for the traditional clothing industry, which mainly focuses on the four quarters in a year. However, the fast fashion clothing industry is not limited by the quarters. It follows the current trends precisely, to satisfy the demands of the consumers as far as possible. 


The update period of the fast fashion industry is about two to three weeks generally, to cater to the increasing demand for being fond of new products and tired of the old ones. 

In addition to this, the fast fashion industry is usually priced at the upper-middle above-average level. It perfectly meets the demands of reaching good products at affordable prices. 

Fast fashion is a product of this globalized and democratized world guided by the youth and the internet. The emergence and development of fast fashion are necessary and prosperous.