Fast fashion in the retail store environment

Purpose - The paper aims to establish how fast fashion is translated and communicated in the retail store environment. Design/methodology/approach - An interpretive paradigm and inductive methodology made use of participant observation and key informant interviews. Findings - Whilst efficiencies in the supply chain have facilitated fast fashion's success, centralised control structures have meant that these efficiencies and flexibilities have not been translated into the retail store environment. Marketing communications activity is evident in relation to aspects of fast fashion, for example, through the use of "hero pieces" as identified in this research, however, availability and retail presence must support the fast fashion proposition. Research limitations/implications - The paper has a UK focus where fast fashion is well established, therefore generalisations relating to other fashion markets may not be appropriate. Practical implications - Retailers may have interest in the findings to gain competitive advantage in fast fashion. Originality/value - Academic research on fast fashion research is still in its infancy, however this paper provides some unique insights into the phenomenon which may add to the nascent literature.