Fast Fashion?

The primary objective of the fast fashion is to quickly produce a product in a cost efficient manner. This efficiency is achieved through the retailers’ understanding of the target market’s wants, which is a high fashion looking garment at a price at the lower end of the clothing sector. Primarily, the concept of category management has been used to align the retail buyer and the manufacturer in a more collaborative relationship. Category management is defined as “the strategic management of product groups through trade partnerships, which aims to maximize sales and profits by satisfying customer needs”… This collaboration occurs as many companies’ resources are pooled to increase the market’s total profit. The fast fashion market utilizes this by uniting with foreign manufacturers to keep prices at a minimum.