ABSTRACT
Fast fashion is a retail strategy where retailers adopt marketing approaches to respond to the latest fashion trends by frequently updating products with short renewal cycles and turning the inventory at a rapid rate. Along with short renewal cycles, fast fashion retailers stock limited quantities of products per style and deliberately manipulate merchandise on the retail floor. They are also known to adopt shorter, more flexible supply chains such as quick response, just-in-time, and agile supply chains. Fast fashion retailers like Zara, H&M, and Forever 21 in recent years have taken the fashion industry by storm. This chapter provides an overview of the fast fashion industry, examining both the micro and macro perspective of this fast rising phenomenon. At the micro level, the chapter examines fast fashion and its effect on consumer, supply chain, and retail environment. At a macro level, the chapter examines the influence of the throwaway culture on environment and society as a whole.
