Printwear

November '15

For the Business of Apparel Decorating

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34 || P R I N T W E A R N O V E M B E R 2 0 1 5 T he term "fast fashion" is a relatively new phenomenon in the world of apparel retailing and merchandis- ing. The calendars of apparel mer- chandising and new style introductions have his- torically revolved around four major "seasons": Spring, Fall, Back to School, and Holiday. Man- ufacturers and designers have built collections and new style introductions around these four main "seasons." Additionally, big trade shows and runway events in New York, Paris, Milan, and London have driven and supported this cy- cle. However, in today's world of fast fashion, the traditional seasons have given way to new style introductions that can occur 50 to 100 times in any given year depending on the brand, product category, and manufacturer. The fast fashion here is, literally, a speed-to- market conversation involving new product and new styles that appear at retail in little mi- cro-shipments, and are then marked down or shipped out as a burst of new fashions hit the shelves in their place. The main demographic driving fast fashion are younger consumers consisting of juniors, teens, twenty-somethings, and young adults. I consulted my 16 year old daughter to ask her The Fast Fashion Phenomenon And its impact on global sourcing B Y D A V I D B E B O N Formally executive vice president of Capital Mercu- ry Apparel for 18 years, David J. Bebon is CEO of DBEBZ Apparel, a manufacturer of woven and knit sport shirts. He resides in Connecticut with his wife, Zoe, and four children. Bebon is a frequent speaker and presenter at industry trade shows and contrib- uting writer for several trade publications.

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