Fast Fashion
Miguel Nicolás
09/07/2021
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The fast fashion concept meant a change in the way of consuming fashion, it affected the sector in a decisive way and led to the beginning of other types of businesses and ways of selling these types of products.
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Let's delve into what it is, how and when fast fashion came about, which, it should be said, has application in both eCommerce and retail. In fact, it started before the great global explosion of eCommerce.
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What is fast fashion?
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Basically, the aim of fast fashion was to go a step beyond what had been achieved by the so-called prêt-à-porter (trendy designs produced for a very broad public).Since the middle of the last century, fashion design had already been democratized. Now the objective was to accelerate the arrival of models to the general public as much as possible. This is how fast fashion, or moda pronta, as the Italians called it, was born.Accelerating the production process and lowering production costs and materials became the way to reach the stores faster. Brands such as ZARA led this evolution and made its popularity grow.
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The downside of fast fashion
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The problem with cheap clothing that is not made to last is that it increases the consumption of garments by accelerating the seasons. This results in a greater amount of waste and discharges into the environment, so we can say that fast fashion chains are not exactly eco-friendly and are turning their backs on one of the most important trends in the short term.In addition, there has always been controversy about the origin of the factories and the conditions of the workers. They are usually located in countries with weak economies where employees' rights are not always scrupulously respected.