This document discusses a research paper about fast fashion in retail store environments. The paper aims to examine how fast fashion is translated and communicated within stores. Through participant observation and interviews at stores, the research found that while efficient supply chains help fast fashion brands, centralized control limits flexibility in stores. Stores do promote new items, but availability and presence must better support the fast fashion model. The research is limited to the UK context and may not apply elsewhere. Retailers could use the findings to improve their competitive advantage with fast fashion.

Fast Fashion in The Retail Store Environment: International Journal of Retail & Distribution Management September 2010 PDF

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