Fast Fabric: Development and Production Practices of Dominant Fast Fashion Retailers

Abstract

This paper explores the fast fashion transformation in the apparel textile industry and subsequent impacts on fabric manufacturing and the development processes. Characterized by clothing styles with shorter life cycles, faster unit production, and impulse purchasing (Bruce & Daly, 2006), the reactive fast fashion business approach captures market trends and reflects those styles in constantly changing merchandise (Fernie, 2004). Manufacturers must maximize their competitive advantages in their production strategies, business models, and activities toward achieving retailers' fast fashion requirements. Competitive suppliers along the supply chain continuously innovate and adjust production and development methods to improve delivery lead-times and prices while maintaining quality requirements (Christopher & Peck, 1999). This paper will explore the impacts and changes in fabric development processes in response to the fast fashion retail strategy.