Subject areaChannels and tools
Fast fashion is the clothing model that renews collections within a few weeks instead of every season, at affordable prices.
The company controls design, production and distribution, and store sales data go back to the designers every day: the assortment follows demand instead of anticipating it. The expression spread in 1989, when the New York Times used it to describe Zara's arrival in New York.
In the European Union the model was born and grew with Inditex in Spain (Zara, Pull&Bear, Bershka, Stradivarius) and with Mango, with H&M in Sweden and with Primark in Ireland, the latter almost only in physical stores; in Italy OVS and the Teddy group, with Terranova and Calliope, follow its pace. Outside the Union, in the United Kingdom, online-born fast fashion has its main names in ASOS and Boohoo. The other side is the environmental impact: the EU Strategy for Sustainable and Circular Textiles, presented by the Commission in 2022, aims precisely at reducing throwaway fashion.
An example
A garment that sells more than expected in some stores within a week goes straight back into production, while another that stays on the shelves leaves the assortment without waiting for the end-of-season sales.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
Spotted an inaccuracy or something that needs updating? Write to info@enricogiubertoni.com and help make this glossary a better place.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.