The Impact Of Fashion On Consumer 's Choices Of Many Products And Services

In this essay written by Lucy Siegle she explains the dangers of fast cheap fashion. She how seasonal fashion that is bought is thrown away and how it is bad for the ecosystem. Then she goes over what the consumer can do to fix the problem using facts and alternatives. Although the thesis is not given it is implied that the more we buy fast fashion the worse the ecosystem will get.

This papers purpose is to teach fashion heavy consumers on the real price of fast fashion and how buying it affects the environment. This type of audience can be anyone who partakes in the buying of well-known cheap retail stores that have a large audience of being fast and obtainable. These consumers should have the information on how fast fashion effects are environment so it could possibly alter their buying habits to be eco-friendlier but buying either less or more sustainable clothing instead of the cheap alternatives. This audience should care about this purpose because this will affect the world now and for future generations as their environment is being mistreated because of these fast

II. Over the past few years, fast fashion has been an extremely hot segment and source to help some clothing companies increasing on their economic growth.

Materials such as wool, silk, and cotton had been used to manufacture uniforms for the servicemen and measures were taken to ration clothing for civilians. Women were more creative by showing their sense of style without expense or waste. Contrastingly, the highly competitive fashion industry today constantly drives to encourage and entice consumers to visit stores more frequently by aggressively merchandising fashion, indicating a shorter life cycle and higher profit margins from the sale of fast selling merchandise. Consumers today are more focused and demanding, forcing fashion retailers to instantly deliver the right product at the right time. Money worries, job-related challenges, and pressures about body image are concerns that directly impact fashion choices

The fashion sectors are changing rapidly. The right definition of the target market and segmentation and their value means will be miles tones of the marketing strategy. (Wilkinson, 2013)

Consumers’ tastes and preferences along with fashion trends influence the products in the marketplace. The ability to provide a compelling value proposition

For almost twenty years now, people have been relying on fast fashion, a fairly new notion, which

New innovations are appearing all the time and the fashion world reinvents itself every season which means it never gets boring. Technology is taking over the world of fashion, for

With an increase in popularity of online shopping, it’s become so much faster to get what you want and when you want it. Behind the scenes, brands and retailers are even resorting to exploiting already underpaid works to make supply in order to keep up with the consumers’ demands; this is the fundamentals of fast fashion. Fast fashion is a term used to describe cheap and affordable clothes, which results from catwalk designs moving into stores as quickly as possible in order to respond

‘Fashion industry is characterised by short product life cycles, volatile and unpredictable demand, tremendous product variety, long and inflexible supply processes and a complex supply chain.’

Fast Fashion: This refers to when the production process of clothing is done as quickly as possible in order to get new trends onto the market quickly and at a cheap price. (Anon., n.d.)

Thesis: By learning more about what fast fashion is will leave the audience more aware about all the effects of fast fashion has on the world such as environmental changes and effects on the workers who makes these clothes and how it has affected us as a society.

An additional method Zara utilizes to ensure the right product is produced is to constantly monitoring the sells at every store in real time through the use of computers. Sells managers are the individuals that play out this strategy. When the clothing sells well or does not sell well, they can quickly let the designers know to swiftly create new designs (“Case 3-4. Continued Growth for Zara and Inditex”, 2013). However, the competition is changing their strategies in an attempt to successfully compete with Zara. The methods that Zara has implemented to ensure fast fashion is truly fast has pressured the competition into reducing their lead times on stocking their stores (Hayes & Jones, 2006).

Over the past few years there has been an apparent change in the fashion retail industry which is taking control of it‘s speed. ‘Fast Fashion’ is the new 21st century phenomenon currently dominating high-street retail.

The world has become fascinated towards the fashion. The first thing need to be considered is Fashion; it can be behavior, implementing new ideas on clothing’s, hairstyle, decorations and so on which are automatically linked to our day to day activities. In today’s context, fast fashion has become a trend to a fashion industry patterns yet delivered utilizing less costly materials to guarantee a low cost tag. Many companies have been successful and unsuccessful to earn a trust from their customer. For the matter of success level it depends on how innovativeness they are and also applies the principle of supply chain and logistic management activities for the growth of their