Author(s): Sunanda

Abstract:
The previous 20 years have seen a major evolution in the fashion garment sector. Retailers now want cheap costs and flexibility in design, quality, and speed to market-all essential tactics to sustain a successful position in the ever-demanding fashion industry-due to the industry's shifting dynamics. This article examines the research on developments in the fashion garment sector during the 1990s, emphasizing the rise of the idea of "throwaway" or "fast fashion." It discusses rapid fashion from both the provider and the customer's points of view. The fashion garment industry's competitive advantage is primarily driven by design, speed to market, marketing, and capital expenditure, among other factors. The purpose of this paper is to explore the shifts that have taken place in the fashion clothing sector over the last few decades and make an effort to comprehend how fashion came to be as it is now. In particular, this study will clarify the stages of the fashion cycle, the influence of demography on the establishment of particular trends, and the place of classic and fad in this cutthroat market.