Fast fashion

Durga
Mukesh
Mohan
Fast Fashion
• These trends change incredibly fast.
• It is described as low cost clothing collections that mimic
current fashion trends.
• It based on the most recent fashion trends presented at
fashion week in both spring and autumn of every year.
• Quick manufacturing at an affordable price.
Some of the fast fashion brands
• 8seconds
• Forever21
• H&M
• New Look
• Topshop
• Benetton
• Zara n many more….
Aspect of Fast Fashion
• Management
• Marketing
• Production
• Supply Chain
• Internal Relationship
• Sustainability
• Over consumption
Management
• It’s primary objective is to quickly produce a
product in a cost-efficient manner.
• It creates collaborative relationship with
different companies
• Many companies’ resources are pooled to
further develop more sophisticated and efficient
supply chain models.
• It increase the total market’s profit.
• The fast fashion market utilizes this by uniting
with foreign manufacturers to keep prices at a
minimum.
Marketing
• Marketing is the key driver of fast fashion.
• Marketing creates the desire for consumption of
new designs as close as possible to the point of
creation.
• The continuous release of new products makes the
garments a highly cost effective marketing tool.
• It drives consumer visits, increases brand awareness,
and results in higher rates of consumer purchases.
• It’s business model is based on reducing the time
cycles from production to consumption.
• Marketers create more buying seasons in the same
time.
Production
• It involves
1. supply chain
2. vendor relationship
3. Internal relationship
4. Labour costing.
• Supply chains are central to the creation of fast
fashion.
• Efficient supply chains are critical to delivering the
retail customer promise of fast fashion.
• It utilize a range of relationships with the suppliers.
• Suppliers close to the market are used for products
that are produced in the middle of a season,
meaning trendy, "fashion" items.
Production
• Internal relationships are as important as the
company's relationships with external suppliers.
• It result in flexibility within the company and an
accelerated response speed to the demands of
the market.
1. Established in Sweden in 1947.
2. 1000 plus stores over 20 countries.
3. 40000 plus employees
4. Originator of the fast fashion concept.
5. Ensure the best price buy..
I. Few middle men
II. Large volumes
III. Extensive experiences
IV. Efficient distribution
ZARA
• Opened in 1974 by accident.
• 1300 plus stores over 39 countries.
• Over 75% of sales accounted to Zara.
• Fastest growing volume garment retail by 2003.
• Supply chain integration allow fast and flexible response to
customer demands while keeping stock at minimum.
FOREVER 21
• American fast fashion retailer.
• Headquarter is in los Angeles, California.
• Founded on 21April, 1984 by Do Wong Chang.
• Sells accessories, beauty products, clothing.
• It is known for its trendy offerings and its low pricing
Bennetton
• Luciano Benetton, 1965
• Sister’s sweater design
• Started across Europe then wnt on to being global
• 110 million garments,>90% produced in Europe
• Less high fashion , but higher quality and durability , high
prices.
Bennetton: An Overview
• Globally recognized fashion company.
• Founded in trivaso,Italy(1965).
• Present in 120 countries.
• Yearly turnover exceeding $240000
• Operate under 4 name brands.
• Possess a unique production and commercial network.
Case Summary
• Network organization
• Innovation operation management.
• Unique market strategy
• Adaptation to globalization pressures.
Network Manufacturing
• Relationship based
• Three tier model

Supplier of Raw Contractor

material/produc Retail
and sub outlets
tion plan contractors.
Network Distribution
• Products sold and distributed by agents.

Advantages Disadvantages
Flexible Lack of direct
Low cost quality/
Fast spread of distribution
brand control.
Co-ordination
• Tight coordination of Benetton plants.
• Employ the same production processes.
• Directly co-ordinated at Treviso HQ.
Vertical Integration
• Integrated entities in the supply
chain share a common owner. Supplier

• Benetton = 80% supply chain control.

Manufacture

Wholesaler

Retailer
ENVIRONMENTAL IMPACTS
• Globally, we now consume about 80 billion new pieces of clothing
every year—400% more than we were consuming just two decades
ago. Paradoxically, the more we love buying clothes, the more we
seem to love either not wearing them or disposing of them—
the average UK shopper only wears 70 per cent of what’s in their
wardrobe and throws out 70 kilograms of textile waste annually.
• The environmental impact of this behavior is significant: the clothing
and textile industry is depleting non-renewable resources, emitting
huge quantities of greenhouses gases and using massive quantities
of energy, chemicals and water. The synthetic fibre often favoured
by fast fashion brands, such as polyester, nylon and acrylic, are
basically a kind of plastic made from petroleum, which means they
could take up to a thousand years to biodegrade.
They use OLI Method.
Ownership Advantages: innovative network organization .
Supply chain configuration
Economies of scale
Raw materials
Location Advantage: Workshops in Eastern Europe/Asia.
Internalization Advantage: Quality control
 Strengths Weaknesses
• Globally recognized • Relatively High prices.
brand. • High asset cost.
• Innovative operations • Slow Adaptation.
management.
• Trevisco HQ
• Strong control of
supply/distribution
chains.
DRAWBACKS
1) Vanishes off within a short period.
2) It is unsustainable. It has short product life cycle.
3) The focus largely lies on imitation of original products which misleads the
customer. Those who are aware of this replication or who have lack of fashion
consciousness wouldn't suffer, but those interested in purchasing original
brands are deceived by these fast fashion trends.
4) The retailers make closest copies of the original which involves reputation risk
and using lowest cost labor amounts to labor exploitation making it an ethical
issue.
5) There is also scarcity experienced of qualified personnel in manufacturing
garments.
6) There is a tough competition due to low-cost producers. These retailers use
more style, take less time in producing the garment and have rapid delivery.
7) Another negative aspect of fast fashion is, it stands against costume designing.
Both are closely related to each other but costume designing has got hardly
any recognition as compared to (fast) fashion designing.
CONCLUSION
Fast fashion will continue effect the fashion apparel industry and
also effect on the way consumers purchase and reacts on
trends. By the understanding of consumer characteristics and
their motivation to make purchase decisions for fashion can
help retailers in developing effective marketing strategies to
perform more effectively in the market