In this website you will learn about the change of consumer behavior driven by disruptive innovation on the Fashion Industry. Millennials and their increased use of social media, the creation of new trends, the rise of Instagram influencer marketing, and the commonly known “fast fashion” brands like Fashion Nova and Zara; are changing how consumers interact with fashion brands. Nowadays people look for fashion inspiration on social media rather than on fashion magazines. The demand for fast shipping, multiple designs, and instant feedback on social media has increased the popularity of fast fashion brands to the point that even celebrities wear and sponsor them. This has resulted in the rise of my questions about where these affordable brands stand in the fashion market by placing them above luxury brands in regards of popularity.
What is Fast Fashion?
Fast Fashion is a business model that focuses on delivering stylish and trending clothing items for low and affordable prices to consumers. Fast Fashion relies on supply chain to provide thousands of different products to consumers every day. In the article Fast Fashion: Business Model Overview and Research Opportunities, researchers define the elements of Fast Fashion as:
” (i) quick response; (ii) frequent assortment changes; and (iii) fashionable designs at affordable prices.”
(caro & Martınez-de-Albeniz , 2014)
Credit CC0 Public Domain
Technological Disruption
Disruptive innovation or Technological Disruption occurs when smaller or new businesses in a certain industry start targeting new markets with similar or new customer needs, by producing new or better products at lower prices. Disruption starts in the low end of the market by producing low-priced and lower quality items, then it keeps moving up until it becomes adopted by the mainstream, and ends being completely disruptive when the new product takes over the majority of the customers of existing businesses and its quality is the same or better.
InstaFashion 