Younger consumers used to Zara, Shein and Boohoo now expect the same speed to market from Gucci, Burberry and Coach. As part of The Drum’s Fashion & Beauty Focus , we explore whether these high-end brands risk losing their prestige by appeasing the next generation of shoppers. Experts debate whether luxury fashion brands are adopting fast fashion business practices / Credit: Adobe Stock Luxury fashion, once defined by its exclusivity, meticulous craftsmanship and deliberate production pace, is facing a significant transformation.
The rise of fast fashion giants such as Zara, Shein and Boohoo has conditioned consumers to expect constant newness. In response, luxury brands are feeling the pressure to keep up. According to Glossy, brands such as Gucci, Burberry and Coach have sped up their production processes to release collections more frequently.
“Luxury brands are doing what any business does and trying to remain competitive through innovative strategies,” explains Jeanel Alvarado, founder and chief executive of news outlet RetailBoss. “Fast fashion has changed the way younger generations shop and they’ve changed customer’s shopping habits and expectations.” However, this shift comes with challenges, particularly around the issue of quality.
As Vogue Business’s Amy Francombe observed, “There’s a growing disparity between quality and the end price charged for luxury products – and consumers are wising up to it.” The fast track shift: speed to market & .
