Analysis of fast fashion

Analysis of fast fashion Fast Fashion has been explored within the context of supply chain management (Ko and Kincade, 1997; Fiorito et al., 1995,1998; Sohal et al., 1998; Perry and Sohal, 2000; Guercini,2001; Azuma, 2002; Mattila et al., 2002; Birtwistle et al., 2003; Lee and Kincade, 2003). According to Barnes, L. and Lea-Greenwood, G. (2006, p259) â€Å"fast fashion is a business strategy which aims to processes involved in the buying cycle and lead times for getting new fashion product into stores, in order to satisfy consumer demand at its peak.† Saren,M. (2006) points out fast fashion refers to the time scale that exists between the emergence of a new fashion trend and the time it takes for a company to respond to that trend by having the product available in the market for sale. A commitment to fast fashion puts considerable strain on an organization. It requires that they are totally up to date with consumer trends and developments as these emerge and that they be fully prepared to respond to these developments with new product ranges in advance of their competition (Saren, M, 2006). Kotler, P. and Armstrong, G. (2010) states fast fashion is the company can recognize and respond to fashion trends very quickly, create products that mirror the trends, and get those products onto shelves much faster and more frequently than the industry norm. 2.1.1 The characteristics of Fast Fashion In recent years, the fast fashion rise rapidly to become the new bright spot in the world’s clothing market. Fast fashion is a term used to describe clothing collections which are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year (Muran, L, 2007). One of the biggest retail success stories of the past decade has been the phenomenal rise of fast fashion, a shopping trend spurred by rapidly changing styles and the ready availability of cheap brands (Barrie, L, 2010). The characteristics of fast fashion are ‘fast’ and ‘fashion’, by capturing fashion quickly, launch new fashion design quickly, product updates quickly at a lower price to meet consumer’s demand for access to fashion. The growth in the fast fashion industry â€Å"seems to be phenomenal† (Arvind Singhal, 2010). The reason of the development of fast fashion increasing and soon occupied the market, the main characteristics are: compared with the traditional clothing brands, the product development of fast fashion to the market is short, with the flow and not create trends, seasonal design rather than to go further the design, focusing on breadth rather than depth of products and with frequently new product in the market. Fast fashion can also be treated as the inevitable backlash by consumers against the homogenization of the retail industry (Mya, F, 2006). Fast fashion, an evolving retail trend that has store chains filling their racks with new, gotta-have-it merchandise (Erin, W, 2004). The aim of fast f ashion is specifically at a culture of rapid purchasing and disposal (Fast Fashion, 2007). Fast fashion may be moving too fast for customers to keep up (Wilson, E and Barbaro, M, 2006). As everything is getting faster, which including fashion, but Robin Anson (2010) argues that there are still few things that influence fast fashion, he says that â€Å"fast fashion can’t happen without facilitators, while low prices might encourage more purchases, to get low prices you need low labour costs, low raw material costs, and high productivity – but the quality must still be good.† According to Lovejoy, J (2007), the characteristics of fast fashion are: Primary emphasis is speed with fashion