How to Stop Being a Fast Fashion Brand

How to Stop Being a Fast Fashion Brand

Brands such as PrettyLittleThing, Zara, and H&M are making moves to elevate their status and distance themselves from ultra-fast fashion. Is it all just smoke and mirrors?

Why are fast-fashion brands rebranding?

What’s driving the industry shift Over the last year a number of mass‑market labels have tried to reposition themselves away from the ultra‑fast‑fashion label by changing how they talk about products and how they launch them. Names that built businesses on rapid, low‑cost production are…