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When she canada goose outlet shop got out of college and moved to New York, Elizabeth Cline liked to canada goose outlet in usa shop at vintage clothing stores. They were the kinds of places tucked away on side streets in Manhattan and Brooklyn, where a lot of canada goose outlet jackets hunting and a little luck might reward you with a great, inexpensive cocktail dress that canada goose outlet new york city no one else had.
canadian goose jacket Then she discovered the world of «fast fashion» chains like Forever 21, H and Zara and it redefined her whole notion of bargain shopping. «The design canada goose outlet online is pretty attractive. And if you walk into the store, I think, for a lot of consumers, it’s virtually impossible to walk out empty handed.» canadian goose jacket
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canada goose coats Over time, Cline had amassed 354 items of clothing, some of which she never wore. And such excesses aren’t all that unusual, she notes. Chains like H are constantly turning over their merchandise, introducing ever trendier clothing and feeding their customers’ desire for novelty. canada goose coats
canada goose uk black friday «We want to surprise the customers,» says Margareta van den Bosch, the company’s hugely influential style adviser. «We want to have something exciting. And if it’s all the time hanging the same things there, it is canada goose factory outlet not so exciting, I think.» canada goose uk black friday
Much of H clothing is so inexpensive a $10 leopard print top or a $15 sweater, for example that consumers can afford to buy it in quantities that wouldn’t have begun to fit in canada goose jacket outlet our grandparents’ armoires. It’s so cheap that it isn’t even worth returning if we get home and decide we don’t like it, Cline says.
But despite the low prices, canada goose outlet store fast fashion chains can be enormously profitable. Sales at H parent company rose by 11 percent in 2012. Its chairman and largest shareholder, Stefan Persson, is the 17th richest person on the planet, with a net worth of $26.3 billion, according to Bloomberg. Amancio Ortega, founder of Zara, another highly successful chain, is the third richest, worth $58.3 billion.
canada goose uk outlet How can these stores make so much money selling $10 shirts? Mostly because of volume. canada goose uk outlet
«A store like H produces hundreds of millions of garments per year,» Cline says. «They put a small markup on the clothes and earn their profit out of selling an ocean of clothing.» H has 2,800 stores in 48 markets and it’s growing fast, especially in China goose outlet canada and the United States, according to the company’s canada goose outlet sale website.
The success of chains like H and Forever 21 represents a paradigm shift in the retail world, one that has affected every corner of the industry.
In the 1960s, people generally bought their clothing from large retailers like department stores, which in turn bought from manufacturers. But in the 1970s, retailers began to manufacture clothing themselves, giving them direct control over the manufacturing and distribution process.
Among the pioneers of the change was Les Wexner, founder of the Ohio based women’s clothing chain The Limited, says Frank Bober, CEO of Stylesight, a company that helps retailers and designers spot trends.
uk canada goose «He was the guy that recognized that, ‘Hey, canada goose outlet I can do this myself. I can understand what my clients want, what my customer wants, and then I canada goose outlet nyc can go make that for them. I don’t need to go to a bunch of manufacturers to do that,’ » Bober says. uk canada goose
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«I remember my mother would take me shopping in August for the fall, and I would just be dying, putting on these itchy sweaters when canada goose outlet uk sale it was 90 degrees outside,» recalls Sharon Graubard, Stylesight’s design director. «Nobody does that anymore.»
canada goose clearance sale A relentless drive for speed now characterizes the industry. Chains like Zara are so fast, they can design, manufacture and get clothing onto store shelves in a month. Customers can now http://www.mycanadagoosejacket.org easily see the latest fashions online and have become conditioned to expect a constant stream of trendy new styles from retailers. canada goose clearance sale
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canada goose uk shop «What that has done is made the industry move faster and work faster and have to produce more product,» says Ed Filipowski, president of KCD, a public relations firm that represents some of the biggest and best known brands in fashion. «It’s created a sort of year round calendar for fashion as opposed to a biannual calendar for fashion. It’s made our job a lot harder canada goose outlet online uk and it’s made creativity a canada goose outlet store uk constant challenge.» canada goose uk shop
Canada Goose Online But now that retailers have whetted customers’ demand for novelty, they have to keep their products affordable a big challenge. That means manufacturing in low wage countries like China, but it also canada goose outlet black friday means using cheap, synthetic materials and rudimentary manufacturing processes. Canada Goose Online
The simple fact is that much fast fashion doesn’t survive more than a few washings. Simon Collins, dean of fashion at Parsons The New School for Design, likes the way fast fashion has brought a level of style to the masses, but he laments how poorly made it can be.
Canada Goose Outlet «You see some products and it’s just garbage. It’s just canada goose black friday sale crap,» he says. «I had this tank top that had two flowers, kind of like on the strap, and. after I started writing the book, I just started looking at my clothes, and the flowers were actually affixed with some sort of tape. They weren’t even sewn on.»Poor quality has turned the fast fashion label into something of a pejorative, so much so that chains like Uniqlo and H now reject the term altogether Canada Goose Outlet.