Fast Fashion Is Popular Recently
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To some degree, we own thanks to H&M as it makes high fashion affordable so all people can enjoy the popular fashion designs. The cooperation with fashion big-names and fashion houses are not favored at the very beginning, most people only view it as some “one night stand”. But when H&M cooperated with Karl Lagerfeld to launch the first piece of garment aiming at the middle market, this “one night stand” develops into long term relationship. From London to Milan, from Munich to Stockholm, all the Karl Lagerfeld for H&M are swept by people. But Lagerfeld seems to a little unhappy to H&M’s limited edition strategy, it seems that he wants more people to enjoy this cheap luxury.
On the other hand, Zara never spends any money on commercials. Its usual practice is turn the latest style on the runway into garments in the stores in the shortest time, and then sell them in their exclusive stores around the world. And their prices are of course more affordable than those high fashion garments. As for GAP, it has invited the former CEO of Gucci Group into their board of directors, as well as employed designers who have ever worked with Marc Jacobs, Calvin Klein and so on. Fashion chain stores like H&M, Zara and GAP have become the strongest invaders into the fashion circle and are promoting a new fashion manner called “fast fashion” worldwide.
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