Cost effective marketing tools used by fashion retailers and frequently changing consumer behavior are the two major factors likely to drive fast fashion. To reduce the time cycle from production to consumption, the fast fashion retailers keep on releasing new products to generate the desire of consumption among consumers. Frequent product launch can help in developing brand awareness and improve rate of consumer purchases.
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New Products Lines to Promote Sales in Leisure Time Apparels
Major application variants of fast fashion are business, leisure time, and sports. Out of these three, leisure time segment is poised to generate the maximum revenue in the coming years. Growing awareness about latest fashion owing to use of effective marketing tools by retailers is likely to propel demand for leisure time clothes. To cater to rising demand, most fast fashion companies keep on launching new products for continuous involvement of its customers.
For instance, Adore Me recently launched its first ever luxury designer collection of lingerie named “Bijou by Adore Me”. The product is available in both standard and plus size. To provide a luxurious feel to its consumers, the company has used some superior raw materials such as velvet and French lace. However, to maintain company’s core value of making fashion accessible, the collection is said to be made available at affordable prices.
According to a report available on Radiant Insights, Inc.; the global fast fashion market is expected to showcase high volume by 2022. It is poised to reflect a healthy CAGR over the forecast period (2017 to 2022) due to rising demand for branded and fashionable clothes at reasonable rates. Launch of new products multiple times in a week to drive consumer visits can generate revenue for fast fashion companies. Continuous efforts from fashion retailers to innovate supply chain management can further fuel market growth. Growing adoption of cost-effective marketing strategies by fashion retailers, improved brand equity, and pace of consumer purchases can further augment market growth. High demand for fashionable clothes over conventional clothes is expected to impel market expansion over the forecast period.
Some of the prominent companies operating in the market for fast fashion are New Look, H&M, Gap, Zara, and Topshop.
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