Fast Fashion

Fast fashion is a term used to describe clothing collections which are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year.These trends are designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers such as H&M, Forever 21, Zara, and Top Shop. It particularly came to the fore front during the vogue for "boho chic" in the mid-noughties. Recently however, these retailers have been in pending lawsuits over violations of Intellectual Property or Trade Dress rights. Target is becoming more well know for contracting quick designs from designers like Anna Sui, Isaac Mizrahi, Rodarte and many other well-known emerging designers.

While I think it is great to give everyone access to a designer or trend, I am always wary of the dilution of the brand or label. By dilution I mean less unique or coveted.How less special would that Louis Vuitton bag that you saved & saved for be if they decided to sell them for half the price at H&M; of course the quality is not the same, but outwardly looks the same. It would make me want to put it in my closet for a while, till the craze faded... now you know.

  1. Comment by OpĂ© - Style Artist on March 2, 2010 at 5:32 PM  

    I rather shop vintage than Targzay, any day. ;-P