2Evaluating fast fashion
Examining its micro and the macro perspective
1. Introduction – the rise of fast fashion
Historically, the typical life cycle for a fashion brand has consisted of four stages including introduction and adoption of style by fashion leaders, growth and increased public acceptance, mass conformity and finally the decline and obsolescence of the fashion. The fashion forecast during this time was primarily dominated by fashion shows and trade shows. Traditional apparel retailers used their capability to forecast consumer demand and fashion trends long before the actual time of consumption (Bhardwaj & Fairhurst, 2010). In order to compete, fashion retailers relied heavily on future trends ...
Get Eco-Friendly and Fair now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
