Exposé anglais fast fashion

What is Fast Fashion?(P1-2)

'Fast fashion' is an Anglo-Saxon expression used to describe the renewal, as quickly as possible, of collections of fashion items.

It is a revolutionary movement in the world of fashion. Its goal is to produce and distribute collections, constantly renewed, in record time.

From two collections a year, we have grown to six or even eight collections with, for ZARA, more than 12,000 different clothes produced per year.

Fast fashion is at its peak thanks to its perpetual novelty. In general, less than a month elapses between the moment when the garment is drawn and when it is in the shop. Its goal is to be at the forefront of fashion with a small budget to encourage maximum renewal of the wardrobe.

In the economic market of the stock market, without surprise, the H & M, ZARA or MANGO brands report as much as the top of the range brands.

Why is fast fashion so popular?(P3)

Fast fashion brands have many stylists who inspect all fashion shows to see the trends that will appeal in the coming months.

They also look at the clothes of other brands and creators and copy models that work to sell them a few weeks later in stores.

If a trend is born on the street and is growing, stylists react quickly to feed this trend as quickly as possible.

Although this mode of creation does not please creators and luxury brands, some still play the game to collaborate with fast-fashion brands.

And customers love it!

For example, the BALMAIN capsule collection for H&M in 2015 sold in minutes.

Despite the quality, some prices of the collection amounted up to 500 €!

Low price clothes

To respond quickly to trends, you have to be able to build fast. This implies, during the creation process, to draw simple clothes that will be easy to develop in order not to waste time.

Then you have to use quick fabrics such as jersey, cotton poplin or polyester satin.

These are not refined or sought-after fabrics (like silk crepe or cotton jacquard) because it would cost too much!

Finally, clothing is made in countries where the cost of labor is low and the number of garments made by the hour is the highest. In addition, garments are made in very large quantities to ensure the presence of clothing in every store in the world.

And the more the number of the same garment is high and the more its cost decreases.

The inconvenient consequences

* The copy of the creators

Fast fashion is an ephemeral fashion that offers collections totally inspired by fashion shows. Trends are changing fast. We must stick as closely as possible to sell more trends.

At the end of each fashion week, trends seen during fashion shows are already being shaped on clothes in factories on the other side of the planet.

Some brands take the opportunity to

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