IJSSER

Title: CAN LUXURY BRANDS SUSTAIN IN THE TIMES OF FAST FASHION?
Authors: Anushka Sharma
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Anushka Sharma Miranda House, University of Delhi
MLA 8 Sharma, Anushka. "CAN LUXURY BRANDS SUSTAIN IN THE TIMES OF FAST FASHION?" Int. j. of Social Science and Economic Research, vol. 7, no. 6, June 2022, pp. 1657-1668, doi.org/10.46609/IJSSER.2022.v07i06.014. Accessed June 2022. APA 6 Sharma, A. (2022, June). CAN LUXURY BRANDS SUSTAIN IN THE TIMES OF FAST FASHION? Int. j. of Social Science and Economic Research, 7(6), 1657-1668. Retrieved from https://doi.org/10.46609/IJSSER.2022.v07i06.014 Chicago Sharma, Anushka. "CAN LUXURY BRANDS SUSTAIN IN THE TIMES OF FAST FASHION?" Int. j. of Social Science and Economic Research 7, no. 6 (June 2022), 1657-1668. Accessed June, 2022. https://doi.org/10.46609/IJSSER.2022.v07i06.014.
References [1]. Aaron Orendorff, 2022, “10 Trends styling 2022’s Ecommerce Fashion Industry: Growth+ Data in Online Apparel Accessories Market”. [2]. Aaron Orendorff, Elise Dopson, 2022, “The State of the Ecommerce Fashion Industry: Statistics, Trends & Strategies to use in 2022”. [3]. H.grey, 2018, “Fast Fashion VS Luxury Fashion & their input on fashion”. Fayzah Tariq Alabbasi, 2016, “Fast Fashion VS Luxury Fashion”. [4]. Philip Laundén, 2016, “Faster Faster Cheaper Cheaper”. [5]. Annamma Joy, John F. Sherry Jr, Alladi Venkatesh, Jeff Wang & Ricky Chan, (2015), “Fast Fashion, Sustainability, and the Ethnic Appeal of Luxury Brands”. [6]. Bruce, M. and Daly, L. (2006), “Buyer behaviour for fast Fashion”. [7]. Okonkwo, U., 2007. Luxury Fashion Branding: Trends, Tactics, Techniques. Oxford: Elsevier Ltd. [8]. Major, John S. and Steele, Valerie. "Fashion industry". Encyclopedia Britannica, 23 Oct. 2020 [9]. Chastiny Walker, “Despite Collaborations, Luxury Fashion & Fast Fashion Will Never Merge” , 2021
ABSTRACT: We’ve been witnessing a swift change within the marketing strategies of high -end fashion brands, once called the posh brands are now collaborating with the designers of fast fashion, expanding seasons and going all bent to appeal to masses that's paradoxical in itself. One can see an equivalent consumer mixing-matching their outfit with Gucci bags, Zara jeans and Louis Vuitton shoes, etc. Once distinguished flagship boutiques of luxury brands are now to be found on equivalent streets as any fast fashion chain. Differentiating themselves is becoming extremely important for luxury companies, as they need to witness great changes from their consumers. Indeed, luxury companies are now considering mass brands as a threat. With this competition going and therefore the purchasing power parity on the increase, will luxury brands be ready to stand out with their “rarity”, while appealing to the masses and drawing great profits.

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