The concept of Fast Fashion (or Fast Fashion, in Portuguese) revolutionized the fashion market thanks to the cheapening of labor and also of raw materials in the textile industry.
It quickly became a phenomenon among consumers, who can find collections of this type in large stores such as Renner, Riachuelo, and C&A. Besides several foreign brands present in the national market, such as Forever 21 and Zara, for example.
The name Fast Fashion translates well how this fashion concept works: clothes designed in 24 hours and collections launched every week. Novelties arriving in the shop windows every day.
However, Fast Fashion is now not only limited to the physical, as retailers are extending their reach into the digital world. With the pandemic, many brands have lost their physical stores, but have seen an inversely proportional increase in e-commerce. This is because the mode of consumption has also kept pace with the major changes.
Fast Fashion at the click of a button
It's not new that the Internet has been establishing itself as the preference when it comes to consuming. According to a survey conducted by ConQuist Consultoria, a business consulting and research firm, about 71% of Brazilians have joined online shopping.
This means that, parallel to this growth, companies are adapting and migrating to the digital. And the fashion market is not far behind, especially Fast Fashion.
Companies have expanded online with a strategy to reach new consumers, who have joined online stores, offering clothing lines with exclusive designers and renewing collections on a monthly basis - some even opt for the tactic of launching weekly.
In other words, the idea of Fast Fashion brands is that products are just a click away, also taking the opportunity to join sectors underserved by traditional retail.
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The new challenges of online Fast Fashion
Today, more than reinventing themselves to deal with the increasing fragmentation of the market and investing in their own e-commerces - creating an omnichannel experience -, Fast Fashion brands encounter new challenges to win over and retain their customers.
Offering a satisfactory buying experience within the site, having differentiated delivery and return policies, adopting new forms of communication with the public, and adopting a more ethical and sustainable posture are some of them - since new consumers are increasingly concerned with the environment and adhere to brands that do the same.
Companies like Renner, for example, are already positioning themselves regarding sustainability policies in the manufacture of their collections. At VTEX Day 2022, in the lecture "The transformation of fashion ecosystems", Guilherme Reichmann and Tiago Dowsley talked about the digital transformation of Fast Fashion and the resignification they are going through.
Besides digitalization and the trends that follow with it, in order to conquer an increasingly demanding and virtualized public, brands currently seek to align their values with consumers' personal principles. Tracing a more personal and closer connection.
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