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2010•The International Review of Retail Distribution and Consumer ResearchRequires access

Fast fashion: response to changes in the fashion industry

Vertica Bhardwaj, Ann Fairhurst

Open publisher page 640 citations

Abstract

The fashion apparel industry has significantly evolved, particularly over the last 20 years. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in the increasingly demanding market. This article reviews the literature on changes that have happened in the fashion apparel industry since the 1990s, highlighting the emergence of a concept of ‘throwaway’ or fast fashion. It describes fast fashion from a supplier as well as a consumer's perspective, and draws attention to several potential research issues.

About this research paper

What this paper is about

The fashion apparel industry has significantly evolved, particularly over the last 20 years. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in the increasingly demanding market. This article reviews the literature on changes that have happened in the fashion apparel industry since the 1990s, highlighting the emergence of a concept of ‘throwaway’ or fast fashion. It describes fast fashion from a supplier as well as a consumer's perspective, and draws attention to several potential research issues.

Why it matters

OpenAlex reports 640 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

The fashion apparel industry has significantly evolved, particularly over the last 20 years. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in the increasingly demanding market. This article reviews the literature on changes that have happened in the fashion apparel industry since the 1990s, highlighting the emergence of a concept of ‘throwaway’ or fast fashion. It describes fast fashion from a supplier as well as a consumer's perspective, and draws attention to several potential research issues.

Key concepts: Fast fashion, Fashion industry, Flexibility (engineering), Clothing, Fashion design, Quality (philosophy), Business, Perspective (graphical)

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