ABSTRACT
Fast fashion is a reasonably new retail strategy whereby the fashion cycle has become fast however clothing quality and price have decreased. The market system is flawed. For the problem of fast fashion to be mitigated, system wide, macro-social marketing needs to be undertaken. To understand this wicked problem, one must first understand what is happening at each stakeholder level. The chapter addresses the macro, meso and micro viewpoints of the fast fashion issue. Practices that allow a front-line retailer to remain competitive and attract more consumers with lower prices for fashion have larger downstream consequences for the supply chain. Thus, taking the viewpoint of each of the groups above allows for examination of how each stakeholder might have a differing and conflicting understanding of the situation and whether or not a solution is needed. The slow fashion movement is based on the slow food movement and advocates long fashion cycles and sustainable practices.
