The Fast Fashion Business Model.

Fashion has a deep impact on the apparel industry and is used as a lever to gain a competitive advance position. The original idea of the fast fashion firm consists in offering fashionable products at cheap or very cheap prices. The fast fashion players try to capture the trends as opposed to imposing the trends, and simultaneously to reduce the risks of betting the future staying close to the "proof of the market" and be flexible to jump in as soon as signals become stronger and more reliable, therefore they are not incurring in the market risk of unmatched demand or, at least, strongly erase them.