The Fast Fashionization of the Fashion Industry: A Creative Project & Comparative Analysis of Fashion Brands to Fast Fashion Criteria and Their Intentional Advertising and Brand Design

Fast fashion has become the norm in the modern fashion industry, enabled by globalization and neoliberal capitalism, resulting in affordable and stylish clothing for consumers across countries while raising ethical and environmental concerns. This study shows how fast fashion is no longer limited to select brands but has become an industry-wide standard. This research analyzed the websites and online marketing, sales, and product offerings of eighteen apparel companies from six markets (e.g. sportswear, luxury). These companies were compared to three fast fashion brands in determining the fast fashionization of the fashion industry. The key outcome is that most analyzed brands have undergone fast fashionization. A primary objective of the study was to create a "Fast Fashion" checklist to analyze the representative sample pool in determining fast fashionization and present the results and checklist in a creative project promoting mindful consumption and sustainability in the fashion industry.