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Fast Fashion, Sustainability, and the Ethical Appeal F ...
fashion Theory, Volume 16, Issue 3, pp. 273 296 DOI: available directly from the permitted by licence only. 2012 fashion , Sustainability, and the Ethical Appeal of Luxury BrandsAnnamma Joy, John F. Sherry, Jr, Alladi Venkatesh, Jeff Wang and Ricky ChanAnnamma Joy, University of British Columbia, F. Sherry, Jr, University of Notre Dame, Venkatesh, University of California, Irvine, Wang, City University of Hong Chan, Hong Kong Polytechnic phrase fast fashion refers to low-cost clothing collections that mimic current luxury fashion trends. Fast fashion helps sate deeply held desires among young consumers in the industrialized world for luxury fashion , even as it embodies unsustainability. Trends run their course with lightning speed, with today s latest styles swiftly trumping yesterday s, which have already been consigned to the trash bin.
one item at a time, and accessible to only a select clientele. Hermes’ af-fluent customers, for example, might wait for several years to acquire a particular bag (Tungate 2009). With fast fashion, new styles swiftly supersede the old, defining and sustaining constantly emerging desires and notions of self.
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