Fast Fashion: Business Model Overview and Research Opportunities

Part of the International Series in Operations Research & Management Science book series (ISOR, volume 223)


Fast fashion is a business model that offers (the perception of) fashionable clothes at affordable prices. From an operations standpoint, fast fashion requires a highly responsive supply chain that can support a product assortment that is periodically changing. Though the underlying principles are simple, the successful execution of the fast-fashion business model poses numerous challenges. We present a careful examination of this business model and discuss its execution by analyzing the most prominent firms in the industry. We then survey the academic literature for research that is specifically relevant or directly related to fast fashion. Our goal is to expose the main components of fast fashion and to identify untapped research opportunities.


Apparel Sourcing Quick response Variety Dynamic assortment Pricing Business analytics 



The authors thank Pol Boada Collado for helping collect the data used in Figs. 9.6 and 9.7. V. Martínez-de-Albéniz’s research was supported in part by the European Research Council—ref. ERC-2011-StG 283300-REACTOPS and by the Spanish Ministry of Economics and Competitiveness (Ministerio de Economía y Competitividad, formerly Ministerio de Ciencia e Innovación)—ref. ECO2011-29536.


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Copyright information

© Springer Science+Business Media New York 2015

Authors and Affiliations

  1. 1.UCLA Anderson School of ManagementLos AngelesUSA
  2. 2.IESE Business SchoolUniversity of NavarraBarcelonaSpain

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