Fast fashion is ‘fast’ in a number of senses: the changes in fashion are fast, the rate of production is fast; the customer’s decision to purchase is fast; delivery is fast; and garments are worn fast – usually only a few times before being discarded.
At its heart, the fast fashion business model relies on consumers endlessly buying more clothes. Brands tempt consumers by offering ultra-cheap garments (for example, Missguided’s £1 bikini) and ever-changing new ranges.
- ETHICALCONSUMER, OCTOBER 2021
WHAT IS FAST FASHION?
INSIDE THEIR MARKETING STRATEGY
• Marketing is focused on mostly women in “GEN Z” - those born in the late 1990s.
• Retailers utilize the power of social media and alongside smart influencer strategies to get their latest trends to market. With commission focused user generated content from video reviews across Tiktok & Youtube, they use the power of recommendations from trusted influencers to sell their product.
• With leading user experience and multi channel presence, followers are clicks away from purchasing the latest trends.
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