VI. 試題評鑑 15% (將文章改寫成 150 到 250 字，適合高三生作答的 5 題克漏字題目，要含選項及答案) Fast fashion is a term used to describe the business model adopted by clothing retailers such as H&M, Uniqlo and Zara which are able to rapidly take new fashion designs from concept to an in-store product within a matter of weeks. Fast fashion relies on continuously identifying new trends which are then designed and manufactured quickly and inexpensively to allow mainstream consumers to buy current clothing styles at lower prices. The benefits of fast fashion are that the shortened time period between design and production creates a continuous supply of fresh trendy products at affordable prices giving consumers a wider range to choose from, greater availability of sizes and a reason to repeatedly visit the same store. Fast fashion takes the traditional seasonal approach to fashion and breaks it down with multiple mini-collections delivered to stores on a regular basis. This practice helps mitigate some of the impact of traditional season-ending clearance sales and discounts.
Fast fashion differs from the traditional 'slow fashion' model used by mainstream retailers and department stores which tend to only change their clothing range two or four times each year based on the seasons. Because of longer production times, slow fashion designers need to try to forecast fashion trends up to six months in advance. There is also greater risk that retailers get stuck with stock that doesn’t sell because fashion forecasts were incorrect or weather conditions impact sales of certain fashion lines. These retailers then need to offer large discounts in order to move unsold stock and make way for the next season’s stock.
The key to fast fashion is the use of technology, a nimble supply chain and sophisticated inventory monitoring and management systems. Fast fashion uses technology to reduce the costly and time consuming process of producing physical samples and sending these back and forth between the design team and the manufacturer, which may be based in another country. Fast fashion firms use collaborative online tools such as 360-degree annotatable digital images of samples which can then be refined rapidly.
The other part of key part of the fast fashion business model is the use of real time sales and inventory management systems which track which garments are selling well in which stores. This allows slow selling lines to be quickly pulled from racks and replaced or moved to another store where that line or size is achieving greater sales success. The use of technology in design and inventory management, together with lower expenses on advertising due to more frequent customer visits, also helps reduce operating costs. This can then be passed onto consumers in the form of lower prices or can be used to fund store visual merchandising efforts and store rollouts. While fast fashion has critics who describe it as disposable fashion (and some firms have had to contend with issues like toxic chemicals in their dyes and poor labor conditions at some external suppliers), it is also clear that fast fashion is impacting traditional department stores and smaller specialty clothing stores.
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