Fast Fashion in 2016: Digital Opportunities and Agile Threats Part II

Fast fashion’s slow developments in digital need to pick up pace

With the ongoing shifts to digital retailing, particularly among younger generations, fast fashion brands will need to pick up the pace in their digital developments that have until recently been fairly slow.

Mobile and social media pave the way for future growth

The move to mobile retailing provides considerable opportunities for fast fashion players. Encompassing the influence of social media and transactional platforms all on one device enables brands to provide a truly personalised service through their brand apps as well as s-commerce concepts.

Rapid movements in traditional apparel and start-ups

Traditional players are increasingly moving to more agile operating systems in a bid to compete with fast fashion, while technology start-ups seek to utilise big data and rapid production strategies, threatening fast fashion’s speedy USP.

Sustainability proves elusive for fast fashion industry

Despite recycling initiatives and the use of sustainable raw materials, the very nature of disposable fashion continues to contradict the premise of building a sustainable fast fashion company.

Shifts in consumer values threaten fast fashion and benefit slow fashion

With a greater awareness of ethical and sustainable practices, consumers are increasingly turning away from the conspicuous consumption trends of the past to investment items that can be re-used, boosting the popularity of slow fashion.

Initial signs of fast fashion fatigue arise but fail to hinder growth

The throwaway nature of fashion as it stands today is already showing signs of moderation with the rise of ethical orientated brands such as Everlane. However, giants continue to perform well as consumer trends move at a slow pace, providing time to review and implement business strategies.