The collections are sometimes based mostly on styles presented at Fashion Week runway reveals or worn by celebrities. Fast fashion allows mainstream consumers to purchase the new new look or the next huge factor at an inexpensive price. Shein, specifically, has grabbed quick fashion market share from legacy players like Zara and H&M. The Nanjing-based buying web site has grown into the world’s largest online-only fashion business, “measured by sales of self-branded products,” in accordance with the market analysis company Euromonitor. With a virtually real-time capacity to get the newest types on shelves, quick fashion brands can push out broader varieties of clothes kinds to cater to the preferences of smaller, more focused segments of customers.

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