Fast fashion is a contemporary term used

by fashion retailers to express that designs move

from catwalk quickly to capture current fashion
trends. Fast fashion clothing collections are based on
the most recent fashion trends presented at Fashion
Week in both the spring and the autumn of every
year. Emphasis is on optimizing certain aspects of
the supply chain for these trends to be designed and
manufactured quickly and inexpensively to allow
the mainstream consumer to buy current clothing
styles at a lower price. This philosophy of quick
manufacturing at an affordable price is used in large
retailers such as H&M, Zara,forever
21, Peacocks, Primark, Xcel Brands, and Topshop. It
particularly came to the fore during the vogue for
"boho chic" in the mid-2000s. According to the UK
Environmental Audit Committee's repost "Fixing
Fashion," fast fashion "involves increased numbers
of new fashion collections every year, quick
turnarounds and often lower prices. Reacting rapidly
to offer new products to meet consumer demand is
crucial to this business model.”
This has developed from a product-driven concept
based on a manufacturing model referred to as
"quick response" developed in the U.S. in the
1980s[5] and moved to a market-based model of "fast
fashion" in the late 1990s and first part of the 21st
century. Zara has been at the forefront of this fashion
retail revolution and their brand has almost become
synonymous with the term, but there were other
retailers who worked with the concept before the
label was applied, such as Benetton.[6][7] Fast fashion
has also become associated with disposable fashion
because it has delivered designer product to a mass
market at relatively low prices.[8]
The slow fashion or conscious fashion movement
has arisen in opposition to fast fashion, blaming it
for pollution (both in the production of clothes and in
the decay of synthetic fabrics), shoddy workmanship,
and emphasizing very brief trends over classic
style.[9] Elizabeth L. Cline's 2012 book Overdressed:
The Shockingly High Cost of Cheap Fashion was
one of the first investigations into the human and
environmental toll of fast fashion. Fast fashion has
also come under criticism for contributing to
poor working conditions in developing
countries.[10] The 2013 Savar building collapse in
Bangladesh in 2013, the deadliest garment-related
accident in world history, brought more attention to
the safety impact of the fast fashion industry.
FOREVER 21
When talking about fast fashion — stores that stock
seasonal fashion trends as soon as they can get
them off the catwalk — it's hard not to mention
Forever 21 ($FOREVER21). Founded in 1984 by Do
Won "Don" Chang and his wife Jin Sook Chang, it
has over 800 stores and made $4 billion in 2016.
Among the budget-conscious fashionistas, it's also
the best place at the mall to pay $19.95 for a
sweater that happens to be spot on with the latest
seasonal style trends.
Forever 21 became one of the largest and most
competitive fast fashion retail brands in the world
competing on cheap price points, merchandise,
prime locations and rapid global logistics. This has
enabled the Los Angeles based Forever 21 brand to
compete directly with iconic global fashion brands
like Zara (Inditex group), H&M, Uniqlo and several
other industry players. During their 2016 financial
year, Forever 21 has an estimated USD 43.8 billion
in global sales from more than 790 stores across 48
countries, operated by more than 30,000 employees.
While their quality might not compare, their ability to
replicate the most current trends has even the most
brand-conscious flocking to their stores. While they
have been extremely successful in the past with their
rapid expansion and international development, they
will need to start paying more attention to their
design piracy – a burgeoning problem which they
may eventually be unable to simply settle.
A successful solution to this issue will mean a subtle
shift in brand identity and a necessary focus on
authenticity and originality in designs, but as long as
the Forever 21 brand is able to maintain their price
point, merchandising, and focus on location
investment they are likely to remain at the forefront of
the affordable designer transition in the fast fashion
retail industry.