How Fast Fashion Works: Can It Work for You, Too?

  • Reference: ART-2565-E

  • Number of pages: 8

  • Publication Date: Jun 15, 2014

  • Source: IESE (España)

  • Type of Document: Article

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When people hear "fast fashion," the retail giants Zara or H&M usually spring to mind. However, few really know what fast fashion is, operationally speaking, and how it takes advantage of Quick Response (QR) production and dynamic assortment planning to reduce traditional design, production/purchasing and distribution processes from years and months to just a few short weeks. This article walks readers through a more precise, illuminating definition of fast fashion as a business model. No discussion of how this model is able to create value would be complete without also mentioning the ethical and environmental concerns associated with it. The authors also suggest possible applications of the fast-fashion model to other industries -- from food to phones to entertainment and more.


affordable closed-loop controls collection competitive advantage core business processes corporate social responsibility design distribution dynamic assortment factory fashionable fast fashion frequent assortment changes garments GMROI gross margin return on inventory labor nearshoring NGOs offshoring production purchasing QR Quick Response raw material real-time feedback recycling replenishment retailer rotation stock supplier supply chain sustainability textiles trade associations unions value proposition warehouse waste wholesale workplace safety