The road to rise: how fast fashion swept the world

The road to the rise of fast fashion is a business legend full of innovation and change. Its origin can be traced back to the First World War, when the prototype of "fast fashion" appeared in Britain. Before World War I, Paris's "high-end customization" dominated the European fashion industry, and women's clothing was gorgeous and restrained. After the outbreak of the war, there was a shortage of labor, and women went to work in factories. The original women's clothing was no longer applicable, and light women's clothing similar to shirt dresses replaced it. This kind of clothing uses cheap and durable fabrics such as cotton and linen, which is cheap and easy to care for.         https://newsheet.net/hot
After World War I, the textile industry in many countries in the world developed, and British textiles were forced to "export to domestic sales". In order to open up the domestic market, merchants constantly innovate clothing products, and use women's magazines and the film industry to promote and stimulate consumers' desire to buy. This has changed the consumption concept of British women, from focusing on quality to focusing on style, the number of ready-to-wear stores has increased, and the chain operation model has emerged, which has further shortened the cycle from leaving the factory to being put on the shelves, making the circulation of new fashion products faster.
By the 1990s, the concept of fast fashion was widely known. A group of fashion brands characterized by low prices and fast design and production came into being. Among them, brands such as Zara and H&M became industry representatives. Through efficient supply chain management, they achieved rapid transformation from design to ready-made clothing, satisfied consumers' pursuit of fashion, and expanded rapidly around the world.                        https://newsheet.net/hot
In the early 21st century, fast fashion brands began to enter the Chinese market, bringing a new fashion shopping experience to Chinese consumers. In 2002, UNIQLO opened its first store in Shanghai, opening the prelude to China's fast fashion industry. With its simple and comfortable design style and affordable prices, it quickly won the favor of consumers. As of fiscal year 2024, UNIQLO has a large number of stores in China. Although the growth rate has slowed down, it still maintains a high market share.

In 2004, ZARA entered the Chinese market and attracted a large number of young consumers who pursue fashion with its fast speed of new products and trendy designs. In fiscal year 2017, Zara's number of stores in the Chinese mainland market reached a peak of 183. H&M joined the battle in 2007, expanding at an average rate of 80-90 stores per year in mainland China from 2012 to 2016. In fiscal year 2017, it had a total of 438 stores in 139 cities in mainland China. The rapid expansion of these fast fashion brands has made the scale of China's fast fashion market exceed 200 billion yuan in 2017.                   https://newsheet.net/hot

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