Fast fashion is missing out on this key ingredient to good fit. By definition, it can never have it. No amount of sales, buying power, or viral tik toks can make up for not having – time.
Time is needed to get good (and perfect) fit. As we talked about yesterday, fit evolves and becomes perfect over time. There has to be time for fittings internally and feedback from customers externally in order to even know what a perfect fit even is for your customer.
Fast fashion not only lacks time during development, but the turnover of new styles is so fast that there is no time to improve the style. The design may go out of trend before it even gets to the customer’s doorstep. If the style isn’t being reordered for another production run, there is no opportunity for continual improvement. The style itself isn’t even continuing in the collection.
As a slow fashion brand, you have the time that fast fashion can never have. You can choose to invest that time in good fit. We’re playing the long game and the pursuit is worth it.