How Fast Fashion and Online Fashion Retailers have changed the Fashion Industry
Fast fashion is one of the biggest businesses out there with more and more retailers entering the game. Among the first fast fashion retailers, Zara and H&M are two of the most popular and lucrative fast fashion retailers in the world. Firstly let’s start by defining what fast fashion is: Fast fashion is the process of creating, manufacturing and putting on sale all the latest trends online or in stores as soon as they are showcased on catwalks at a relatively affordable price so that the mass population can afford to buy and stay up to date with the latest trends. Retailers such as Forever 21, H&M, Missguided, Pretty Little Things manufacture clothes, shoes or accessories that considered to be trendy in approximately two weeks, or even less for some other brands.
Fast Fashion retailers have gained more and more attention due to the high speed in which everything is done. Online fast fashion retailers, for example represent 66% of all of online fashion traffic. These fast fashion online retailers deliver items to consumers in a very short lapse of time depending on the country one lives in. For example, Missguided or Fashionova deliver to some places one day after the consumer has ordered and paid.
Moreover, the fact that they use influencers to promote their fashion items is one of the reasons why they are so successful. Fashionova is one of the most successful fast fashion retailers out there with millions of followers on their Instagram page. It uses big influencers such as Kylie Jenner and Cardi B and lesser known influencers all over the world to promote their fashion lines so that they gain recognition globally. This is an effective strategy that they used as Fashionova is now considered to be the top and most googled online fast fashion retailer in the world.
This industry is a very competitive one and in order to distinguish oneself from the others, brands have to find innovative ways to promote and sell their items or if not they will be lagging behind as it is important not to miss any little thing concerning fashion. As there are a lot of competitors, consumers will tend to go to those brands that have high quality trendy products at a reasonable price and the brands who produce the latest clothing trend quicker such as Fashionova.
Laeticia Bienvenu 