Fast changing fashion trends indicate a momentous change in the style of a particular item of clothing, which is quickly followed by the next big thing. Such rapid changes happen so rapidly because it requires innovative thinking to keep up with the fast-changing fashion trends. Rapid fashion also refers to new designs and styles which are introduced relatively quickly, generally within the fashion trend lasting a few months to a year. Fast fashion generally is designed for the fast fashion industry in which clothing manufacturers are able to introduce a new style or range within a few weeks after the previous one has been withdrawn from the market.
There are many reasons as to why a fast fashion trend may occur. One of the most common reasons is water stress, which forces the fastener fabrics to be produced faster. When this occurs, a lot of undercoat is lost in the process, thus resulting in fabric deformation, which is what gives the garment its characteristic look. Another reason for fast fashion is the need for clothing with a short ‘time-footage’ (i.e., less than 30 minutes). Underwater distress also causes fasteners to be produced at a faster rate, leading to a reduction in time for drying the garment and an increase in cost for that garment, both of which are bad for the apparel industry.
Although fast fashion apparel can provide consumers with new designs, the consumer is often led away from the original brand. The main reason for this is that, during the period of rapid fashion, most customers prefer to buy items of clothing of the same brand and design, regardless of whether the brands have changed. Accordingly, if the customer needs to replace an old piece of clothing with a new item of fast fashion apparel, he would prefer to buy the same-old item, if possible, despite the obvious difference in price.