Fast fashion is not a new concept but it is increasingly developing as the trends are changing. Fast Fashion is when a big company or label, such as Gucci or Balenciaga create an item of clothing or accessories that are very trendy but too expensive and a smaller brand will make a replica and sell it for much less money - and they carry out this process very quickly, hence fast fashion.

With ever-changing trends this is a very common thing, this potentially causes a lot of damage to bigger companies; due to the creation of similar items at a decent quality and good price sales will increase in that sector and not in the stores which are expensive.

The most common fast fashion stores are places like Shein, Romwe, YesStyle, Missguides, PrettyLittleThing etc. All these shopping sites are very popular amongst the younger generation for their trendy outfits and designs, they are cheap and allow many people to dress well on a budget, in addition, a lot of these sites ship worldwide, which helps their market to expand which makes them earn more money, and with this money, they can expand their market. For example, Shein has just released their own makeup brand called Sheglam, which is doing very well.

By I. Bey