FAST FASHION
Fast Fashion is a relatively new concept that has taken over the garment industry. Prior to the 21st Century, the clothing sector was largely dominated by generic brands. Those who desired style would have to pay up - spending thousands on designer labels such as Burberry, Gucci, and Channel. Spanish entrepreneur Armancio Ortega found opportunity in this gap. Ortega began designing styles similar to those of designer labels, but manufactured them with cheaper materials. As a result, everyday consumers could afford designer-like outfits at a fraction of the price. Ortega went on to build the largest retail clothing brand in the world - Zara.
Today fast fashion is about making clothes QUICK, CHEAP, and DISPOSABLE
Brands like H&M and Zara are able to produce an item of clothing from sketch to sales floor in under six weeks. Traditional retail brands design clothing one to two years in advance.
With the influx of social media, globalization and low costs, consumers are buying more clothes than ever before. Though these low prices and extended selections are great for the consumer, fast fashion poses series threats to our planet.
Cheap
