What does the term "fast fashion" emphasize in production?

The term "fast fashion" specifically emphasizes rapid production to meet current trends. It refers to a business model in the fashion industry that focuses on quickly translating high-fashion trends into affordable clothing that can be mass-produced and made available to consumers in a short timeframe. This approach allows brands to respond swiftly to changing consumer preferences and trends, often leading to new collections being released every few weeks rather than the traditional seasonal collections.

By prioritizing speed and responsiveness, fast fashion brands can create an ongoing cycle of new products that addresses the latest trends and styles, which keeps consumers engaged and encourages frequent purchases. This model can often lead to lower quality in terms of materials and craftsmanship, as the focus is primarily on rapid turnover and trend alignment rather than longevity or durability in fashion items.