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Fast fashion is a term used to describe the clothing industry business model of replicating recent catwalk trends and high-fashion designs, mass-producing them at low cost, and bringing them to retail stores quickly while demand is highest. The term fast fashion is also used generically to describe the products of the fast fashion business model.
Fast fashion has developed from a product-driven concept based on a manufacturing model referred to as "quick response" developed in the U.S. in the 1980s and moved to a market-based model of "fast fashion" in the late 1990s and first part of the 21st century.
Retailers who employ the fast fashion strategy include Zara, H&M, Shein, C&A, Peacocks, ASOS, Forever 21, Uniqlo, and Primark, all of which have become large multinationals by driving high turnover of inexpensive seasonal and trendy clothing that appeals to fashion-conscious consumers.
Fast fashion brands produce pieces to get the newest style on the market as soon as possible. They emphasize optimizing certain aspects of the supply chain for the trends to be designed and manufactured quickly and inexpensively and allow the mainstream consumer to buy current clothing styles at a lower price.