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Rapidly changing consumer culture demands 'fast fashion'

14
Oct '09
'Fast Fashion' refers to the term of clothing collection that is based on the most recent fashion trends, especially of the West. They facilitate the main stream customer to buy stylish apparels that match with current trends at an affordable price.

Today's fashion industry especially the fashion apparel segment proves to be very volatile in nature. Shoppers are more fashion conscious than before, and simultaneously expect affordable prices as well.

They want to adapt themselves to the changing fads, and simultaneously do not want to feel the heat on their budget. This has motivated them to go in for fast fashion apparels.

The main strategy to succeed in a fast fashion business is the ability to respond very quickly to the fast changing needs of the target customers, identify the trends in advance, and meet the market requirements at a rapid pace.

Zara, for instance, has revolutionized the fashion industry by coming out with 12 collections in a year, against the traditional 3-4 per annum.

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Fibre2fashion News Desk - India


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