Personally, I think for the short term it will be able to sustain its ‘fast fashion’ business strategy, especially because since the economic crises following the pandemic, I think people would still want to buy cheaper clothes that look good.
However, with the government condemning ‘fast fashion’ and a shift towards a greener era, I think there will be more regulatory pressures on ‘fast fashion’ business strategies in the long run. Also, companies like Selfridges allowing individuals to rent out expensive clothes for lower prices may add more pressure on ‘fast fashion’ business structures as consumers may want to keep up to date with new and evolving fashion by renting clothes rather than buying clothes for cheap and then disposing of them.
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