Fast fashion
Making fashion trends quickly and cheaply available to consumers
Fast fashion
Fast fashion or ready-to-wear (RTW) (also prêt-à-porter) is a business model in textile manufacturing where companies quickly create and sell clothing and footwear at affordable prices by replicating the latest fashion trends and designs using cheap and fast mass production techniques. Fast fashion is defined by Merriam-Webster as "an approach to the design, creation, and marketing of clothing fashions that emphasizes making fashion trends quickly and cheaply available to consumers." Multinational retailers that employ the fast fashion strategy include Brandy Melville, Shein, Temu, H&M, ASOS, Peacocks, Fashion Nova, Forever 21, Uniqlo, Edikted, Zaraand C&A. As of 2026, 36% of clothing purchases worldwide are of the fast fashion category. The total market size of fast fashion clothing sales is estimated at $178 billion in sales per year. Fast fashion brands have faced legal and regulatory issues due to alleged exploitation of labour, use of dangerous goods in their products, greenwashing...
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