The fashion industry is a very competitive field, and the birth of fast fashion is the best example of how tough the competition is. Fast fashion companies take a garment from the designer’s brain to the store racks in only 15 days. High-end fashion brands can’t do that because their production cycle typically takes 12 up to 30 weeks.
The production speed killed high-end fashion and allowed fast fashion companies to rake billions of dollars. To beat the competition, businesses have to give what people want, and that’s instant gratification.