The Fashion Of The Clothing Industry

1193 Words5 Pages
The fashion apparel industry is considered to be one of the most globalised industries across the world with a turnover of multibillion dollars every year and hence plays an important role in the global growth of the industry (Jackson and Shaw, 2006). The fashion business typically comprises of various aspects like compressed product life cycle, highly erratic demand and changing buying trends of the consumer (Christopher et al., 2004). The growing demands of fashion conscious consumer and the need for fast reaction to the emerging trends has transformed the conventional fashion buying cycle wherein planning the range initiates one year prior to the selling period. Predominantly driven by fixed calendar schedules of trade shows, events and exhibitions planned for two seasons in a year: spring summer and autumn winter, the traditional fashion cycle has been changed now to fast fashion buying cycle (Barnes and Greenwood, 2006; Bruce and Daly, 2006). In recent years fast fashion has revolutionized the retail industry. Few years back it was considered as a niche segment offered by mainly two key players like Zara and H&M but the fast fashion concept has now flourished rapidly and is being adapted by many brands, private labels and e-retailers. Fast fashion retailers have outplaced the traditional designer driven push approach with pull model where retailers react to the trends within just few weeks against the traditional fashion industry norm of six months (Sull and Turconi,
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