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Fast fashion is a contemporary term used by fashion retailers to express that designs move from catwalk quickly to capture current fashion trends. Fast fashion allows mainstream consumers to purchase trendy clothing at an affordable price. Fast fashion became common because of cheaper clothing, an increase in the appetite for fashionable clothing, and the increase in purchasing power on the part of consumers. Because of all this, fast fashion is challenging new fashion lines that are introduced on a seasonal basis by traditional fashion houses. In fact, it's not uncommon for fast-fashion retailers to introduce new products multiple times in one week to stay on trend.
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