Fast fashion goes with the English adage – out of sight, out of mind! Fast fashion defines the different fashion trends in clothing, apparels, jewelry, accessories, etc., that hit the market, hit their peaks and zoot out of sight before you even have time to make up your mind about whether you liked it or not! Here are the advantages of Fast Fashion.
Followers of fast fashion will agree that the above quote aptly epitomizes fast fashion. It comes, it captivates our minds, and it leaves before we have had enough of it! Fast fashion is the fastest to leave the catwalk and hit the stores. It has been regarded by many as a movement against the normal trend that the fashion industry tends to go by – where a design, or a new product takes a minimum of six months on an average, to go from the first piece crafted for a ramp to the millions produced for the consumers. Fast fashion is for those who like to keep up with the times, and who like to try fresh new styles of clothing every once in a while. The aim of fast fashion brands – like the Spanish retailer Zara – is to monetize the craze for a particular fashion trend before it gets old and before the consumers are besotted by any other competitive, rival or an “anti-trend”!
One cannot comment on fast fashion and not mention “the most innovative and devastating retailer in the world” (in the words of Daniel Piette, Fashion Director, Louis Vuitton), the Spanish retailer Zara. Founded by Amancio Ortega and Rosalia Mera in 1975, Zara has captivated the market like no other fast fashion retailer has ever been able to, bringing clothes from the catwalk to the consumer within a staggering period of only two weeks! Zara has given its costumers some really trendy, chic and affordable clothes. Zara’s fast fashion apparel is practical, something you and me can wear and not feel awkward or conscious. At the same time, it isn’t something that is out-dated or old-fashioned. These traits of Zara are also the traits of fast fashion; chic, trendy, catchy, practical, stylish, unique and yet affordable. A few of the other fashion retailers include United Colors of Benetton, GAP, Forever 21, etc.
