Fast fashion has been one of the most striking, interesting, and revolutionary trends in retail in the last decade. The key to it is speed (both in responding to a trend and creating a product), limited supply (knowing the product will sell fast), and affordability. While a traditional retailer may take six months or more to get an item from concept to storefront, a fast-fashion outlet can put a new design on the shelves in a matter of weeks.

Fast-fashion chains in Britain attract the lion's share of protests, in spite of their popularity with consumers.
Fast-fashion retailers can absorb “bad ideas” because not only have not many of a particular item been made, but the store can stop or change production very quickly. The constant allure of new products means that more clothes are sold at full price.
In England, stores like H&M, Primark, Marks & Spencer, Zara, and most successfully Topshop embody the fast-fashion trend. According to Forbes.com, fast fashion represents 12 percent of U.K. clothing sales and about 1 percent in the U.S. But those numbers are expected to steadily rise as the sales growth for fast fashion is many times over sales growth for traditional clothing retail, which has been stagnant in recent years.
In the United States, stores like Bebe, Forever 21, Zara, and H&M rule the fast-fashion market, and Topshop made a splashy debut with a single boutique in New York City earlier this year. Target’s “Go International” line of clothing and accessories have been a successful attempt to match the company’s own reliable product lines with up-to-date trends. (Given one lovely plaid, cowl neck organic cotton shirt I bought from one such line about a year and a half ago, I am happier for it. It is, without a doubt, the most perfect shirt I own.)
No matter how amazing fast-fashion stores have been for diversifying wardrobes cheaply from season to season, the industry has come under criticism from groups like PETA and anti-sweatshop groups for their manufacturing standards. Fast-fashion retailers are quick to point out that their suppliers are the same suppliers used by 95 percent of the clothing industry, but their success and “celebrity” have made them a desirable and convenient target.
But to play nice with the activists, Topshop has repeatedly affirmed its support of PETA and its own anti-fur stance, putting huge window displays in its London flagship store. (Perhaps memories linger of protesters storming fashion shows and throwing paint on models and celebrities.)
Marks & Spencer has also faced their own share of pressure from PETA and have promised they will not sell fur — which would, for the price point and operating model, makes sense in very few circumstances anyway.
Zara, a fast fashion retailer based in Spain, came under fire recently for trimming some items with real rabbit fur, and has since pulled fur products for good.
Instead, high-end stores like Harrods that sell fur have become the new targets of protests. Hundreds of activists gathered at Harrods in London in October to renounce the sale of fur.
Yet PETA looks the other way while Topshop continues to sell large amounts of leather goods, silk, and wool. It can be assumed that the most vocal activists remain silent in something of a gentlemen’s agreement with fast fashion. While fur and exotic skin attract ire, far more ubiquitous animal products like leather, silk, and wool remain ignored and unremarkable. On the contrary, Topshop’s refusal to sell fur and snakeskin earned them the following kudos from PETA:
Topshop is one of Britain’s largest clothing retailers, and for a long time now, they’ve been busy doing for animal-free fashion what the Body Shop has done for cruelty-free cosmetics. Not only do they refuse to sell fur or exotic skins, but they advertise their ethical choices with pride.
Fast fashion has changed the retail landscape and it’s key for consumers to think about its role in ethical style. Most significantly, it doesn’t mean that we should consume recklessly or purchase huge amounts of bad clothing, only to throw them away.
I can speak from experience here. I purchased a mocha leather motorcycle jacket at Primark in London in May for £7 on a steep discount. It’s beautiful, and just because I didn’t pay $300 for the coat doesn’t mean I should care for it any less. Fast fashion is not an invitation to go “hog wild,” but it is an invitation to enjoy the clothes of the moment a little more for a lot less.