FAST FASHION

 


WHAT IS FAST FASHION ?

Fast fashion can be defined as cheap, trendy clothing, that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed to meet consumer demand. The idea is to get the newest styles on the market as fast as possible, so shoppers can snap them up while they are still at the height of their popularity, and then, sadly, discard them after a few wears. It forms a key part of the toxic system of overproduction and consumption that has made fashion one of the largest polluters in the world.





HOW DID FAST FASHION HAPPEN ?

Before the 1800s, fashion was slow. You had to source your own materials like wool or leather, prepare them, weave them, and then make the clothes.

The Industrial Revolution introduced new technology—like the sewing machine. Clothes became easier, quicker, and cheaper to make. Dressmaking shops emerged to cater for the middle classes.

Before the 1800s, fashion was slow. You had to source your own materials like wool or leather, prepare them, weave them, and then make the clothes.

In the late 1990s and 2000s, low-cost fashion reached its zenith. Online shopping took off, and fast fashion retailers like H&M, Zara, and Topshop took over the high street. These brands took the looks and design elements from the top fashion houses and reproduced them quickly and cheaply. With everyone now able to shop for on-trend clothes whenever they wanted.







CHARACTERISTICS OF FAST FASHION BRAND

  • Thousands of styles, which touch on all the latest trends.
  • Extremely short turnaround time between when a trend or garment is seen on the catwalk, or in celebrity media, and when it hits the shelves.
  • Offshore manufacturing where labor is the cheapest, with the use of workers on low wages without adequate rights or safety, as well as complex supply chains with poor visibility beyond the first tier and of subcontracting.
  • Limited quantity of a particular garment—this is an idea pioneered by Zara. With new stock arriving in store every few days, shoppers know if they don’t buy something they like they’ll probably miss their chance.
  • Cheap, low quality materials, where clothes degrade after just a few wears and get thrown away.                                                                                 




     SOME VIDEOS TO UNDERSTAND THE TERM FAST FASHION IN BRIEF :-









IF YOU WANT TO LOOK AT A FAST FASHION BRAND THEN GO TO THE NEXT PAGE :)







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