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In recent times, the fashion industry has transformed unprecedentedly with the introduction of fast fashion. This research study analyses the multifaceted impact of fast fashion on traditional retail. Here, the analysis is carried out comprehensively based on micro and macro perspectives. This study has considered five fashion entities, out of which three are fast fashion and two are retail industries that play a crucial role in the fashion industry across the globe. A case study has also been presented on the selected brands’ weekly sales analysis. Finally, this research summarizes the selected industries operational roles and analyses the resultant consequential efforts on production, supplier dynamics, and consumer behaviours by comprehending the fast fashion industry and its implications on the retail industry.
Sathiyaseelan et al. (Sat,) studied this question.
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