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A H&M store in Downtown Montreal. Fast fashion brands produce pieces to get the newest style on the market as soon as possible. [16] They emphasize optimizing certain aspects of the supply chain for the trends to be designed and manufactured quickly and inexpensively and allow the mainstream consumer to buy current clothing styles at a lower price.
The early to mid-2000s saw a rise in the consumption of fast fashion: affordable off-the-peg high street clothing based on the latest high fashion designs. With its low-cost appeal driven by trends straight off the runway, fast fashion was a significant factor in the fashion industry's growth.
In the early 1970s, Vogue proclaimed "There are no rules in the fashion game now" [1] due to overproduction flooding the market with cheap synthetic clothing. Common items included mini skirts , bell-bottoms popularized by hippies , vintage clothing from the 1950s and earlier , and the androgynous glam rock and disco styles that introduced ...
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