Fast Fashion

7521 Words31 Pages
Journal of Fashion Marketing and Management
Emerald Article: Fast fashion: a financial snapshot S.G. Hayes, Nicola Jones

Article information:
To cite this document: S.G. Hayes, Nicola Jones, (2006),"Fast fashion: a financial snapshot", Journal of Fashion Marketing and Management, Vol. 10 Iss: 3 pp. 282 - 300 Permanent link to this document: http://dx.doi.org/10.1108/13612020610679277 Downloaded on: 07-08-2012 References: This document contains references to 40 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 10511 times since 2006. *

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This relatively recent phenomenon has been extensively discussed in the fashion press. It has been suggested (Carruthers, 2003) that Zara’s entry to the UK acted as a catalyst for other retailers competing in the same market segment to attempt to improve their own response times. The aim of this research is to establish the effect that lead-time compression has on the success of fashion retailers. In order to achieve this aim, three objectives were identified as follows: (1) identify and describe techniques used to achieve lead-time compression and evaluate their benefits; (2) judge the contribution that following a fast fashion strategy makes to the success of fashion retailers; and (3) assess if and how lead-times will be reduced in future.
Journal of Fashion Marketing and Management Vol. 10 No. 3, 2006 pp. 282-300 q Emerald Group Publishing Limited 1361-2026 DOI 10.1108/13612020610679277

This paper presents the findings from objectives (1) and (2). In the clothing market, the competitive strategy of retailers is commonly based on price and product differentiation (Bridson and Evans, 2004; Birtwistle et al., 1998) as there is a significant “polarity” between consumers more concerned about the product

and/or the brand and those interested in price (Birtwistle and Freathy, 1998). The clothing market can be segmented into fashion-conscious

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