Prior to the popularization of cheaper, mass-produced clothing in many post-industrialized regions around the world, clothes were handmade and materials to make them were always sourced on a personal level. Fashion was “slow” until the 1960s, and the term “fast fashion” wasn’t coined until around 30 years later by the New York Times when describing the implementation of Zara’s new and accelerated model of clothing production. Now, the fast fashion phenomenon has changed the way millions of consumers get their clothes by offering a cheap, easy way to stay up to date with the latest fashion trends.
The Chinese company Shein, which is increasingly popular in the U.S., also is the largest fashion e-commerce company globally, not only among fellow fashion competitors, but also brands in different industries. Shein was the most downloaded fashion app and the most visited fashion site globally in 2023.
Besides the well-known retail brands like H&M and Zara that sell their clothing both online and in-stores, there are plenty of fast fashion brands besides Shein that offer exclusively online experiences and can stand their ground against multichannel giants. Boohoo, ASOS, PrettyLittleThing, and Fashion Nova are frequently in the spotlight when it comes to social media posts showcasing—most specifically in haul videos.
With new, cheap marketplaces like Temu seamlessly entering the e-commerce fray, and platforms like TikTok driving consumption, fast fashion companies continue to draw in loyal online buyers and threaten more sustainable modes of buying clothes. Still, slow fashion, or even fashion that isn’t notoriously fast, has not been replaced. Second-hand e-commerce is a popular option among conscious consumers for a variety of reasons. Ultimately, while e-commerce gives shoppers more sustainable options, the ease and diversity of online shopping continues to fuel the fast fashion industry as a whole.
Fast fashion’s leading online brands
What typically defines a fast fashion brand is their manufacturing process — producing high volumes of clothing at fast rates, and subsequently offering them for relatively cheap prices. In 2023, the fast fashion e-commerce scene boasted many large players. The aforementioned Zara, along with other big brands like Shein, H&M, Fashion Nova, and Forever 21, all can be classified as fast fashion brands, and all of them make up the leading fast fashion companies in the United States.The Chinese company Shein, which is increasingly popular in the U.S., also is the largest fashion e-commerce company globally, not only among fellow fashion competitors, but also brands in different industries. Shein was the most downloaded fashion app and the most visited fashion site globally in 2023.
Besides the well-known retail brands like H&M and Zara that sell their clothing both online and in-stores, there are plenty of fast fashion brands besides Shein that offer exclusively online experiences and can stand their ground against multichannel giants. Boohoo, ASOS, PrettyLittleThing, and Fashion Nova are frequently in the spotlight when it comes to social media posts showcasing—most specifically in haul videos.
Is slow fashion gone for good?
The fast fashion industry contributes to sustainability roadblocks and labor exploitation by promoting overconsumption and participating in greenwashing, while disclosing little information about supply chains. Many online fast fashion brands like Shein and Romwe have also been accused of stealing and reproducing the work of small designers. Despite these problematic facts, fast fashion remains a lucrative industry, and some of the largest e-commerce companies globally operate with this profitable business model. In 2023, online shoppers tended to purchase from unsustainable fashion brands online for a number of reasons. Besides and the cost of living becoming a concern for many consumers globally, many consumers fail at being able to identify whether clothes are actually sustainably sourced when shopping online.With new, cheap marketplaces like Temu seamlessly entering the e-commerce fray, and platforms like TikTok driving consumption, fast fashion companies continue to draw in loyal online buyers and threaten more sustainable modes of buying clothes. Still, slow fashion, or even fashion that isn’t notoriously fast, has not been replaced. Second-hand e-commerce is a popular option among conscious consumers for a variety of reasons. Ultimately, while e-commerce gives shoppers more sustainable options, the ease and diversity of online shopping continues to fuel the fast fashion industry as a whole.
