FASHION DESIGN IN THE CONTEXT OF GLOBALIZATION
FASHION DESIGN IN THE CONTEXT OF GLOBALIZATION

Summary/Abstract: The current fashion industry includes an unprecedented competition, as more and more players are struggling to retain customers and attract new ones. The battle take place in this society globalized at all levels, the focus being set on fast reactions and speed: fast delivery, fast supply, replacement with new products, and increasingly smaller production costs. Today’s consumers are choosing not only based on function and quality, but also lifestyle. In recent years, the fashion industry has seen an unprecedented dynamics in the life cycle of a product from Classic Fashion, moving to Moderate Fashion and culminating in Fast Fashion. Fast Fashion offers the latest fashion trends directly in stores, and is replaced quickly if it is not “appealing” for the consumer. This trend unfortunately leads to an increase in the number of items purchased and also an impressive number of discarded products, with serious environmental consequences.

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