Fast fashion — updating the assortment of the brand several times a season. It becomes possible by copying the ideas of leading designers. Most often used in the mass market. Currently, the main representatives of fast fashion are Zara and H&M.
Fast fashion implies instant adaptation to new trends, i.e. copying successful models of higher segments of the fashion market and delivering them to the mass production market. The creativity of the fast fashion brand designer is manifested in the ability to quickly adapt popular things developed by someone else to the collection of their brand. Manufacturers quickly update their assortment and offer clothes at the peak of fashion at low prices, changing their assortment much more often than the main classic seasonal collections are produced. The costs of a quick change in assortment are offset by sales.