“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.”
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.