Case Study Fast Fashion
Case Study
Fast Fashion
Step 1 After two decades of fast fashion popularity, retailers and consumers have come to realize one of its biggest issues, its impact on the environment. Can fast fashion and sustainability work together?
Step 2
The affordability of Fast Fashion is one of the main reasons for its high demand.
Lack of authenticity or Intellectual Property.
Fast Fashion has forced retailers to desire low cost and flexibility in design.
Lack of quality in production
Rapid production prevents consumers to get an idea of what’s to expect. (Forecasting)
Excess of production.
Wastes of these products from the retailers and consumer harm the environment.
Reveals what is exposed in runways and fashion shows ahead of time.
Fast fashion exploits the young consumer by incentivizing impulse behavior.
Consumers are getting used to buying more frequent.
Due to such rapid turnover, there’s a lack of exclusivity.
Step 3
1. Higher quality, lower quantity.
Pros
Better option for repair: The customer will rather repair a good quality garment than can last than an inexpensive low quality one.
Customer satisfaction: Consumers will be happier with a better value product.
Long life: Products that are of better quality will definitely last longer so the consumer wont be forced to dispose.
For the retailer, there is a great possibility they may attract a variety of new consumers that do appreciate superior quality.
As a result of lower quantity, garments will stand out by look fresher and spacious on the sales floor.
Cons
Retailers may suffer fewer sales. There is a possibility they may lose some of their usual customers.
Fewer options, now that there is a lower quantity.
Higher quality means it wont be as affordable for the consumer as it used to be.
Companies may have to reinvent themselves and state the fact that they are now enhancing the quality
Fast Fashion
Step 1 After two decades of fast fashion popularity, retailers and consumers have come to realize one of its biggest issues, its impact on the environment. Can fast fashion and sustainability work together?
Step 2
The affordability of Fast Fashion is one of the main reasons for its high demand.
Lack of authenticity or Intellectual Property.
Fast Fashion has forced retailers to desire low cost and flexibility in design.
Lack of quality in production
Rapid production prevents consumers to get an idea of what’s to expect. (Forecasting)
Excess of production.
Wastes of these products from the retailers and consumer harm the environment.
Reveals what is exposed in runways and fashion shows ahead of time.
Fast fashion exploits the young consumer by incentivizing impulse behavior.
Consumers are getting used to buying more frequent.
Due to such rapid turnover, there’s a lack of exclusivity.
Step 3
1. Higher quality, lower quantity.
Pros
Better option for repair: The customer will rather repair a good quality garment than can last than an inexpensive low quality one.
Customer satisfaction: Consumers will be happier with a better value product.
Long life: Products that are of better quality will definitely last longer so the consumer wont be forced to dispose.
For the retailer, there is a great possibility they may attract a variety of new consumers that do appreciate superior quality.
As a result of lower quantity, garments will stand out by look fresher and spacious on the sales floor.
Cons
Retailers may suffer fewer sales. There is a possibility they may lose some of their usual customers.
Fewer options, now that there is a lower quantity.
Higher quality means it wont be as affordable for the consumer as it used to be.
Companies may have to reinvent themselves and state the fact that they are now enhancing the quality
Bibliography: WWD, Evolutionary time for Global Sourcing, by Arthur Friedman. (July 30th 2013) Los Angeles Times: Designers, brands take steps toward sustainable fashion (Oct. 14.2012) WWD, L.A. Show Vendors Focus On High Quality (Oct. 16.2006) Buyer Beware- The Dangers of Fast Fashion by Debbie Roes http://recoveringshopaholic.com/buyer-beware-the-dangers-of-fast-fashion/ The Business of Fast Fashion Mini clip. http://www.onlinemba.com/blog/business-of-fast-fashion Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands. PDF Document. Annamma Joy, John F. Sherry, Jr, Alladi Venkatesh, Jeff Wang and Ricky Cha The WFR : Fast Fashion, Luxury and Sustainability . By Professor Annamma Joy. Inside H&M’s Quest For Sustainability In Fast Fashion. http://www.forbes.com/sites/lydiadishman/2013/04/09/inside-hms-quest-for-sustainability-in-fast-fashion/ Is Zara’s sustainability as bad as it seems? March.24.2012. http://emmarussell93.wordpress.com/2012/03/24/is-zaras-sustainability-model-as-bad-as-it-seems/