The rise of indie fast fashion

In this article by Hayley Phelan at Business of Fashion, investigates how low-prices, trend-driven fashion start-ups are carving out a niche in the market. Mentioning the examples of Finery London and Genuine People, she emphasises on their ability to adjust their merchandising strategies quickly to address consumers’ immediate needs. In addition, the fact that new generation brands are built online give them an edge over traditional high street retailers in the UK, even though they are still a long way away from threatening the established fast fashion giants.

Read the full article here.