The fashion apparel industry has grown tremendously through the years. Especially the past years of Millenial generation. When the industry’s borders began to expand. Since then, the changing dynamics of the fashion industry, such as the fading of mass production, an increase in the number of fashion seasons, and altered structural characteristics in the supply chain, have forced retailers to desire low cost and flexibility in design, quality, delivery, and speed to market.

Marketing and capital investment have been highlighted as main drivers of competitiveness in the fashion garment industry, in addition to speed to market and design. In order to compete in the market, fashion clothing merchants leveraged their abilities to foresee customer demand and fashion trends (known as ready-to-wear) far before the actual period of consumption until the late 1980s. Nonetheless, in recent years, fashion retailers have competed with others by ensuring speed to market with their ability to quickly provide the fashion trends revealed by fashion shows and runways. Such retailers may be credited with the adoption of “quick fashion,” which is the result of an unplanned process on the reduced time gap between designing and consumption on a seasonal basis.

Several studies have looked into various elements of the buyer-supplier interaction in rapid or fast fashion, including the clothes design process in connection to quick response, the role of the supplier in fast fashion, buyer behavior, and financial performance. Nevertheless, there appears to be a void in the literature focused on the whole notion of ‘quick fashion,’ which has evolved in the fashion business from the standpoint of consumers. Only a few research have focused on the consumer characteristics that drive changes in the fashion business, despite the fact that there have been countless studies on fast fashion.

Given that fashion is seen as a transient cyclical phenomenon accepted by consumers for a limited period of time, it is clear that the fashion life cycle is fairly short. Since the 1980s, a typical fashion garment life cycle has consisted of four stages: introduction and adoption by fashion leaders; growth and increase in public acceptability; mass conformity; and lastly, fashion decline and obsolescence.

All through, this response has been narrowed down to Refashioning which became one of the most exclusive and game-changing strategy to live up a fashion trend according to changes and diversity along ages.

By: Aileen B. Retuta|Schools Division Balanga City|Balanga,Bataan