Report: ‘Ultra-fast’ fashion players gain on Zara, H&M

Fast Fashion Pure Players

Benetton invented fast fashion with garment dye (delayed dyeing till knowing the current demand) and Zara took the idea and created a customized value chain excelling in operations in order to optimize trends identification and time-to-market.While other fashion retailers are adapting their supply chain and merchandise cycle to fast-fashion, pure players are almost there.

United Colours of Benetton 1980

Benetton advertising during the 80´s – Source: Pinterest

Pure players are able to track the trends, and more important, they analyze online buzz and customer behaviours. They can create a collection based on data from CRM and other analytics systems being as fast as Zara to deliver its new items. Pure players can cluster, not only by geography, but at customer level. Social CRM will lead to a “You-profile” instead of the typical segmentation by gender, age, income, fashionability…And pure players are the best positioned to win this race.

The article below mentions UK-based fashion market places such as Asos, Boohoo or Missguided. Amazon is already working on its apparel private label, while Walmart is acquiring online “assets” to compete in this new era. Food retailers like Carrefour and Lidl are also beting for fashion. The race has started!

Lidl fashion collection

More about Lidl collection on

See below, Daphne Howland article for Retail Dive:

Dive Brief:

  • Spanish Zara and Swedish H&M innovated the fast-fashion model decades ago and have brought the approach to the global stage. That’s helped fuel consumer demands for immediate availability of the latest styles, and even luxury labels have sped up their supply chains.

  • Now, in a challenge to those fast-fashion stalwarts, many smaller apparel brands have sped up the design-to-sale process even more, turning fast fashion into “ultra-fast fashion,” according to a recent report from research and consulting firm Fung Global Retail & Technology, “Fast Fashion Speeding Toward Ultrafast Fashion.”


  •, ASOS and Missguided can produce merchandise in two to four weeks, compared to five weeks for Zara and H&M and the six- to nine-month cycle for traditional retailers, according to the report.


Read more on Retaildive

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