Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Impacts of fast fashion and technology
The business of fast fashion
Impacts of fast fashion
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Impacts of fast fashion and technology
MA Strategic Fashion Marketing Assignment’ Liao I-Han < Alice >
Brand loyalty is disappearing and consumers look around for the best deal based on price, quality, convenience or brand awareness. E-tailing and ‘Fast Fashion’ are crucial in the development of fashion marketing. They bring numerous benefits such as low cost, fresh design, quick response and greater efficiency in meeting consumer demand, however, at the same time, driving environmental issues.
1. E-tailing
Over the last few years, the Internet has become the main retail distribution channel. It’s also an appealing channel for fashion goods since it not only provides an excellent means for fashion retailers to display their up-to-date lines via photographs, video and sound technology,
…show more content…
Fast Fashion
The fast fashion brands and retailers successfully embrace quickly changing tastes among their customers, aiming to become the most popular and up-to-date topic in the fashion industry. They bring new trending styles to the market, and the inspiration comes from the catwalks of fashion weeks or celebrity magazines. The creation, marketing and selling of fast fashion products has become big business for high-street retailers and is putting a lot of pressure onto established fashion brands as they struggle to keep pace with quickly changing demand.
Zara is the best and the most successful embodiment of fast fashion. There are some key elements to their achievements seen in the business model. Instead of trying to create demand for new trends in the summer and winter seasons using the catwalks of fashion shows, Zara studies the demands of customers in stores and then tries to deliver appropriate designs at lightning speed. Production is deliberately carried out in small batches to avoid oversupply. While there is some replenishment of stock, most lines are replaced quickly with more new designs rather than with more of the same, helping to create scarcity value. An entirely new Zara garment takes about five weeks from design to delivery and a new version of an existing model can be in shops within two weeks. Zara does not employ star designers but often unknowns, many of whom are recruited directly from top design schools. Zara is also parsimonious with advertising
…show more content…
First, they must increase production and creation speed as fashion brands have compressed traditional seasonal cycles into a couple of weeks. Fast fashion brands are increasingly manufactured within close proximity to their headquarters for geographical convenience. This makes it easy to get new items made and in the hands of consumers as quickly as
The other problem people face with many other online clothing retailers is the inconvenience caused if they need to return a product. With our service, the customer does not pay the price for the product and has considerable amount of time to come to a decision as to whether or not to buy the product. This removes any remaining doubt in the customer’s mind and increases customer confidence levels.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
ZARA constitutes of Indiex’s sales. It manufactures all its garments, which represent almost 70% of its stock, through Inditex. Thus making it easy to be flexible in the variety of garments models, amount of units produced and the relative frequency of the new styles they fabricate. ZARA’s main strategy is achieving growth through diversification and vertical integration system. It quickly adapt to trends of high brands with a maximum of 14 days production from the day these brands introduces their collection and lunch on the runway. Thus embodying the idea of fast
The Fashion Industry can be described as a glamorous world with cameras flashing, beautiful models strutting down the runway, in stunning and grand designs. What really goes on behind fashion’s dolled up doors is only an illusion compared to what reality is. Beautiful people, stylish clothing and timeless sophistication all make up the illusion of the glitz and glam of the fashion industry, but behind the curtains countless of models and designers constantly fall victim to this industry’s ever changing wrath. Fashion can be defined as a popular trend especially in styles of dress, ornaments or behavior. A model is a person who poses or displays for art purposes, fashion or other products and advertising. Fashion models are used mainly to promote products focusing mostly on clothing and accessory. The two main type of modeling in the fashion industry is commercial modeling and high fashion modeling. High Fashion models usually work for campaigns, designer’s collections and magazine editorials for high fashion designers. Runway modeling also known as “catwalk modeling” is displaying fashions and is generally performed by high fashion models. In my research paper, my main focus will be the multiple effects on high fashion models based upon the industry’s unregulated standards.
In the analysis process, all the questions of six focus groups were summarised into six main themes: 1) Customers’ attitudes towards fashion brands, 2) Powerful brand evaluation, 3) Attitudes towards shopping for fashion brands online, 4) Factors affecting purchasing choice, 5) Promotion evaluation, 6) Evaluation of channels of accessing to fashion brands, 7) Challenges of building fashion brands in Shanghai. Then the discussion was developed around the seven main themes.
Fashion is a huge industry, when it is utilized as a part of ordinary discourse generally shopping of attire, jewelleries and shoes that comes as a primary concern. Design is one of the greatest commercial enterprises with a high level of rivalry which obliges organizations to separate themselves. The separation alludes to having a remarkable item additionally in the route in which the item is displayed available. It is insufficient for the organization to have a excellent and popular item; the organization must connect with their item to the costumer furthermore position themselves available. This may be one of its greatest tests for the organization because of the way that the purchaser regularly gets an over-burden of data about design news offered by distinctive organizations. When the organization chooses what exercises, movements and methods will be taken in limited time reason an examination of the business sector, contenders and deals ought to be carried out (Baykal & Delagarde, 2012).
The business model that sets Zara apart from other clothing retailers is how rapidly the company changes stocks and releases new product lineups. The company averages 12-16 collections annually which equates to more than one lineup a month. Due to stock being limited and the rapid production Zara brings forth, their items are viewed as exclusive promoting further business. Their customers are happy knowing that their specific article of clothing is more “rare” due to only having an average of a two-week window to purchase the clothing. The company specifically targets current trends and has them in the store within 30 days. This maintains the brand’s uniqueness and relativity in fashion.
Zara’s business model can be broken down into three basic components: concept, capabilities, and value drivers. Zara’s fundamental concept is to maintain design, production, and distribution processes that will enable Zara to respond quickly to shifts in consumer demands. José María Castellano, CEO of Inditex stated that "the fashion world is in constant flux and is driven not by supply but by customer demand. We need to give consumers what they want, and if I go to South America or Asia to make clothes, I simply can't move fast enough." This highlights the importance of this quick response time to Zara’s operations.
It is certain that people are getting more used to wasting products that are still reliable to use and, especially in fashion, not that many people are aware of the concept of sustainability. Although concept of recycling paper, plastic and glass has now spread a cross the states, people still doesn’t know how to recycle or reuse their clothing. “65 pounds of clothing and textiles a year are improperly discarded and only an eight of that goes to charities for reuse [1].” This indicates how unaware people are when it comes to taking care of their garments. Or rather, the way in which fast fashion industry promotes the value of cloth is very low, and it is because the fashion industry wants people to get rid of their clothing as soon as possible in order to sell their new colle...
Under the protection of MFA, the textile and clothing sectors of the European Union and United States have flourished; standardized styles were produced without many changes from season to season; not too much effort and resources were invested in designs (except for the haute couture). At the same time the production of the textiles and the final clothing garments was organized relatively close to the direct consumers
This article is about the overall impacts of fast fashion. The particular section referenced discusses possible solutions and alternatives to fast fashion. It talks about how it is possible to produce environmentally friendly clothing through the use of organic cotton, bamboo, hemp, and other fiber crops that require less pesticides, water, and other inputs. It goes on to share how certain brands are beginning to implement the model of sustainable clothing. The point of this article is to introduce readers to the topic of fast fashion, give background, and show readers what they
The Apparel or clothing industry is a very dynamic market where changes occur in a daily basis. So, rivals within this industry assist to an extreme competition. To make sure that, they stay relevant in the market scene, businesses have to develop creative, innovative and sustainable marketing strategies to attract more customers and increase their brands awareness. Because, this industry has many players, we have chosen one well known company to make our research more specific and well centered. Hennes and Mauritz AB commonly known as H&M is our best choice because, this
Therefore their consumer promise is also the force behind the combination of their environmental and preservation guidelines used through the group 's supply chain. Zara, has been a groundbreaker in conveying new fashions, new designs, and new ideas rapidly to its stores. Zara’s tenacious thrust of on-trend products into the supply chain channel keeps its stores in stock on the latest fashions at lucrative prices. Lots of their new concepts have come from some of the fashion shows that just ended in New York, Paris and Milan will soon be on Zara’s racks.
The world of Fashion is a vast arena and encompasses every sphere of your life and your activities. Fashion today has taken a front seat and is of topmost priority to every individual from every age group. The word
Moreover, this is a massive fashion industry all over the world, lead by brands like Ed Et Al, Markowski, Meermin, etc. From Europe’s subtle brands to America’s modern classics to Asia’s stylist brands, leather shoe companies have marked themselves on the map of ‘Fashion’.