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The International Review of Retail, Distribution and Consumer Research Volume 20, 2010 - Issue 1
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Original Articles

Fast fashion: response to changes in the fashion industry

Vertica Bhardwaj Retail and Consumer Sciences, The University of Tennessee, Knoxville, USACorrespondence[email protected]
&
Ann Fairhurst Retail and Consumer Sciences, The University of Tennessee, Knoxville, USA
Pages 165-173 | Received 01 Jun 2009, Accepted 01 Oct 2009, Published online: 18 Feb 2010
 
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Abstract

The fashion apparel industry has significantly evolved, particularly over the last 20 years. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in the increasingly demanding market. This article reviews the literature on changes that have happened in the fashion apparel industry since the 1990s, highlighting the emergence of a concept of ‘throwaway’ or fast fashion. It describes fast fashion from a supplier as well as a consumer's perspective, and draws attention to several potential research issues.

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