Characteristics of “fast fashion” concept in fashion industry

Abstract

The research contains the analysis of main principles, making the "fast-fashion" concept successful, reveals the key criteria, according to which the brands are classified as "fast-fashion". The present publication reflects the core principles of fashion business entities activity within the "fast-fashion" segment and specifies the criteria of singling out the target consumer audience. The concept under consideration is viewed as a factor of fashion business vector transformation. The research claims that within the high-responsiveness concept the fashion product is being developed and manufactured based on mass-market customer demand, its attitude towards fashion changes and life-style, rather than designer approaches.