What is Fast fashion?
Fast fashion is a term used in fashion retail for designs that are produced quickly to capitalise on current trends set by the big fashion houses. It also applies to short ordering where it is made ready to go to market, with retailer orders being placed for the upcoming season rather than long ordering for the season ahead. This enables the clothing brand to be influenced by what is popular and selling at that time.
It’s now developed a secondary meaning with the low production costs meaning it has limited wear before being consigned to the rubbish bin. There has been an influx of fast fashion brands that have saturated the market with low-quality clothing designed to be sold via social media advertising and promoted by social influencers, brand ambassadors or through affiliate programs. This throw-away fashion is coming under fire with calls for sustainability in the clothing industry to be introduced.