Under The Influence of Fast Fashion
Fast fashion are trends based on the most recent fashion weeks and their collections. Currently fast fashion stores such as H&M, Zara, Forever 21 and Uniqlo are pushing out merchandise that has been hitting the runways of New York Fashion Week, London Fashion Week, Paris Fashion Week and Milan Fashion Week. Consumers are demanding these products at a high spend causing these companies to have the merchandise on the shelves within days after the designers collection is shown.
Fast fashion is increasing and one of the main reasons is price. According to Forbes, a consumer would rather spend $40 on a blush, boxy tote with metal handles at fast fashion stores such as H&M, rather than purchase the Michael Kors for $200 at a store such as Macy's. Having the extra cash in your pocket or "tightening your purse strings" is how consumers are viewing their clothing budgets.
Price is not the only reason fast fashion is the best way to shop. Consumers are also looking at the continuous supply of newness and trendy merchandise. Skills like these take artistry although Forbes says "designers would argue it also takes an eye for copying others’ work." This may be true as Forever 21 does not have the best track record and has been sued a time or two or ten.
Fast fashion is only increasing in the industry. Change is coming. Change is here. Fashion is taking a turn and high end designers are struggling such as Gucci and Gap. Globally, fast fashion is demanding a complete change in the industry. Budgeting, consistency, newness, and trends are only a few things fast fashion offers. The numbers show, and stores like Target and Kohl's should watch out. The H&M's of the world are taking over.
Signed Opinionated Fashionista- Fast Fashion Shopper