F A S T
F A S H I O N
The term “fast fashion”
is a term more frequently heard today and in the fashion industry whereby production processes are
quickened in order to get new trends to the market as quickly and as cheaply as possible. As a result of fast fashion, the tradition of introducing new fashion
lines on a seasonal basis is being challenged. where today it is not uncommon for
fast-fashion retailers to introduce new products multiple times in a single
week.
Fast fashion is made possible by innovations in supply chain
management among fashion retailers. From
the perspective of retailers, fast fashion is advantageous because the constant
introduction of new products encourages customers to make frequent visits to
stores. Yet despite its advantages for customers, fast fashion has also been questioned on the grounds that it encourages a “throw-away” attitude among
consumers. The trend has also been questioned with its fast paced manufacturing disregarded the health and safety rights of those working in the manufacturing industries, usually in cheaper offshore factories.
The biggest
problem is the ever-increasing demand for fashion. Fast fashion will never be
sustainable as its business model is based on producing he volumes of clothing
incredibly quickly, cheaply and so us as consumers can get it fast. Fast
fashion equals disposable fashion and unvalued lives of those who work at the
bottom of the supply chains. The fast fashion business model forces factories
to use unregulated factories to deliver to timescales demanded by consumers. It
is us as consumers who need to recognise fashion has to come at the right
price, by making the right choices.
