Fast Fashion's Appeal. It's "safe" fashion.

Defining Fast Fashion

Do you know what Fast Fashion is? We asked a group of women who shop fast fashion concept stores (Uniqlo, H&M, Zara, Forever 21, etc.) and most were not familiar with the term. No biggie. The term is more industry jargon than a consumer-facing moniker.  Fast Fashion takes runway trends and quickly (and inexpensively) turns them into merchandise for trend-seeking consumers. 

The Appeal of Fast Fashion

Besides the obvious cost-savings and desire for trendy items, what is the appeal of these stores? Here's what women told us: 

• It's a safe way to try new trends. Let's say you're eying a one-shoulder, brilliant blue mini dress (a la Katy Perry) and you have quite a lovely badonk. Fast Fashion offers a cheap way to try out a trend and see if it actually "fits." Sometimes we women need to try an outfit out in the real world to decide if we like it, badonk or flat bottom. Better that "trial" item be something inexpensive according to Lori from California, a 30-something stay-at-home mom and budding fashion blogger. Lori tell us, "I enjoy toying with fashion. But I don't want to empty my wallet to do so." 

• Feel less guilty if it doesn't work out. If the brilliant blue mini dress gets positive feedback from the people who matter (namely, other women) then it's a go. If we hear crickets instead of compliments? The blue mess will get relegated to the Good Will pile. Who cares? It was only $20, and now it's a donation. As Lauren, a digital marketer in her 20s points out, "If I don't end up liking the outfit...I won't be upset because it didn't cost me as much money." 

• Less worry about ruining or losing items. Let's take our brilliant blue dress again. Say we get tagged by a lit cigarette. That's just the way it goes because "there is always a risk of it getting ruining while out," according to Emma, a 20-something creative. According to Emma and others, there's much less drama in ruining this dress than say, that JCrew number.

Quality/Risk Equation in Fast Fashion

Speaking of risk, women who shop fast fashion understand the potential quality discrepancy in these items. They realize that lesser quality fabrics, and stitching is probable when the costs are so low. However, many women like Samara a 20-something Media person, feel they can mitigate the risk by being selective. "I have had stuff from Forever 21 that falls apart in 1 washing. Then again, some stuff I've had for years. You have to be careful."

The Fast Fashion Controversy

It's not all just fun and cheap fashion with these retailers. The high-end fashion crowd (fashion designers, editors, industry vets) look down on these stores for their lack of quality merchandise and so-called knock-off designs. It doesn't stop with the bad opinion either: In the past few years Anthropologie, Diane Von Furstenburg, and Anna Sui have all taken retailer Forever 21 to court for copying their designs. 

In addition to the above allegations, some question how these inexpensive items can be made in a responsible manner (that is, fair pay, decent working conditions, non-hazardous materials, etc.). Fast Fashion retailers need to take notice on this specific issue because of the younger adults they target -- specifically the Millennial generation. Millennials tend to be more attuned to fair business practices than the generations before them. They might be lured in by cheap prices, but their conscience might keep them from buying. 

"This is always a sticky subject for me...the merchandise is mass-produced in low or no-pay sweatshops," posts kelseaalexis in response to an article in nymag.com. "However, since I am only 15, I don't exactly have the funds to buy the 'real' things all of the time, so I just resort to Forever21."

Fast Fashion's Cousin: Designer Collaborations

Designers Collaborations are exactly what they sound like: A known (or in some cases, an unknown) designer teams up with an established retailer like Target, H&M, and Kohl's and creates an exclusive collection for that retailer. Karl Lagerfeld tipped this trend back in 2004 with his H&M collection that had fashionistas flocking to the store for the limited edition designs. Other designers, like Vera Wang for Kohl's, have been lending their design cred for years. Even mainstream Macy's is getting in on the action with their latest announcement to bring these types of fashions into their stores. 

While Fast Fashion may have it's albatross, it seems that Designer Collaborations enjoy a much better reputation. Everyday women enjoy the access to these designers and consider these collaborations unique and original. They enjoy the ability to afford a designer label. Plus, the designers gain points for making their fashion more accessible. 


Fast Fashion makes sense with today's economic sensitivities
Fast Fashion has it's place in the retail world, especially as we are experiencing a renewed sense of frugality. There will always be a segment of people including Millennials and trend-seekers of all ages who will want up-to-the minute trends at a tremendous bargain prices. Low price drives the benefits we discussed earlier (safe way to try trends, less guilt, less worry). The additional benefit is that the low price of Fast Fashion also makes consumers feel like smart shoppers.    

It seems that Designer Collaborations will continue to have appeal as well and show no signs of slowing down. Designer Collaborations can provide Fast Fashion concepts more "legitimacy" as a fashion destination by providing a real designer behind the merchandise. 

[Image: Tom Clare / FreeDigitalPhotos.net]