"Fast-Fashion brands serve a much savvier consumer than the retail world has ever seen. Fashion consumers are online, they know the trends, and they know how much they're willing to spend to get them.”Source: GQ.com
Independent fashion labels stake a legitimate claim to delivering designer looks to the masses for less, without all of the negative connotations that come with fast-fashion mall shopping.
However, in their pursuit of young, cool customers, independent designs have become increasingly similar to the industries established elders. As fast-fashion jumps into the big leagues, independent brands will have to confront a challenge: running the risk of becoming the very thing they set out to disrupt.