Faster Fashion

With the rise of fast food, fast consumption rates, and fast fashion, the current generation of consumers is pulling for producers to supply products at a fast pace to keep up with the demand. This demand has spawned a branch in the world of fashion that has completely left stores like GAP and Forever 21 (RIP) in the dust. According to new research, the industry has grown nearly 30% over the last five years. When compared to the luxury market, it becomes quite clear that fast fashion retailers are dealing with a large number of consumers with high expectations.

For those who don’t know, fast fashion essentially means having a constant supply of clothes instead of seasonal launches of collections. Consumers can easily get their hands on the latest trends, without having to wait months for a new collection. Here’s why fast fashion has taken over this year.

Influencer Endorsement

Fashion Nova is by far the biggest fast fashion brand out there on social media. The label saw a 600% growth percentage in 2017 alone and was the most searched for a fashion brand in 2018. Fashion Nova’s success can be partially put down to its major social media influence, and it’s the preference for social media influencers like Kylie Jenner instead of professional models for choreographed photo-shoots.

Sustainability And Ethics

The rise of social media has also encouraged social awareness, and consumers now call for sustainably sourced materials. H&M, for example, launched its ‘Conscious Collection’ in 2019, which is a part of its goal of using 100% sustainably sourced cotton by 2020.

Online Sales

Why would anyone want to spend hours trudging through the streets and waiting in fitting room ques, when they can find it online within seconds? Fast Fashion retailers have caught on to this mindset, and are making the most of it, sourcing their pieces online through multi-brand sublets or through their own e-commerce websites.