Fast Fashion Business Model

Abstract

Fast fashion is a commonly adopted strategy in fashion retailing, the relevance of which is well recognized both in academia and in practice; however fast fashion research is still under-developed and frequently focused on a single aspect of management or marketing. On the contrary, the aim of this chapter is to provide an overview of the whole fast fashion business model by describing its key drivers from a strategic management perspective. To reach this purpose, a critical systemization of the fast fashion literature review has been carried out and the fast fashion business models of the three major fast fashion companies worldwide have been investigated through the case study methodology. Findings have highlighted how the fast fashion business model is characterized by efficiency, speed and flexibility, all features that allow fast fashion companies to succeed in the highly competitive and over-supplied apparel market.