July 2012 management briefing: Fast fashion’s competitive advantages
From catwalk to consumers, fast fashion companies are increasing their speed to market in response to demand for up-to-the-minute styles and trends at relatively low prices. In this month’s management briefing, just-style looks at the impact this is having on manufacturing and supply chains, retail strategies, global trends and the bottom line.
A successful fashion retail strategy is now often a race against the clock, as consumers' appetites for a revolving door of apparel trends continues to grow in the era of 'fast fashion'.
Fast fashion has had a fundamental impact on the apparel industry in the space of just a few decades, with global fashion giants such as Zara and H&M demonstrating a previously unthinkable production speed, with the ability to get a garment from concept to store in less than 12 weeks.
Global manufacturing and supply chains are shifting and changing in response to fast fashion's demand for up-to-the-minute styles and trends at relatively low prices.
While cities such as Milan, Paris, New York and London have historically been seen as the global 'fashion hubs' - acting as meeting spots for high-end designers, fashion shows, luxury retail outlets and fashionistas - the rise of fast fashion has also made cutting-edge trends more accessible to the rest of the world.
- M&S to launch supply chain human rights policy
- Nike reaffirms US production commitment
- VF pushes ahead on chemicals management
- M&S project benefits garment worker health
- Can the Gap brand reclaim its iconic status?
- Myanmar minimum wage set at US$3.2 per day
- China cotton stockpile auction may shake up market
- Far Eastern to invest $323m in Vietnam textile hub
- C&A to add "accurate fit" label to garments
- US retail landscape "mediocre" over next 5 years