Fast Fashion Essay

1272 Words 6 Pages
What is fashion? Fashion is continuously changing throughout the years and it's not specifically based on the clothes people wear. Yoganarasimhan (2012) stated, "Fashion, as a phenomenon, is not confined to clothing or accessories. It also plays a prominent role in the success of other consciously consumed products such as electronic gadgets, furniture, and cars" (Yoganarasimhan, 2012, p. 75). This means society is buying products beyond their function and looking for a certain style that goes along with them. An example of recent success beyond clothing and accessories is the iPhone. The iPhone comes in different colors, sizes, texture, etc. and can be accessorized in many different ways such as phone cases, headphones, pop sockets, etc. …show more content…
Brands such as Forever 21, Abercrombie & Fitch, Victoria's Secret, American Eagle, etc. are considered "fast-fashion brands". Fast-fashion brands are companies that are low-cost brands that produce seasonal trends found on the runway during fashion week. They create their seasonal collections based closely on the collections of luxury brands, but at affordable prices. This gives consumers the ability to justify buying more clothing from fast-fashion brands rather than one item from a luxury …show more content…
This is a cheaper way to get the brands name out to consumers and while enhancing consumer attention, and brand recognition. The downside of luxury brands trying to compete with fast-fashion is that it could potentially lose the consumers’ visual attention by them focusing on the luxury accessory rather than the full outfit. A solution Amatulli et al. discovered was luxury brands should focus more on their presence with accessories and decrease the number of other goods they should sell. So, they would focus on belts, jewelry, handbags, etc. rather than clothing. Fast-fashion brands should do the opposite and focus more on their clothing and other goods rather than accessories. This allows the mix and match trend to work for both luxury and fast-fashion brands. Amatulli et al. concluded that luxury and fast-fashion brands can come together to form a new way on how to communicate to consumers and increase the importance of the mix and match trend. Based on the different types of approaches already used by brands, they can follow different persuasion methods such as different types of appeals (fear, pity, reason, etc.) (Gass & Seiter, 2015), using central or peripheral routes (Cacioppo & Petty, 1986),

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