H&M mint fast fashion?
H&M as fast fashion

Summary/Abstract: Fashion is nowadays increasingly associated with fastness. This study concentrates on the emergence of “fast fashion”, illustrated by the example of the Swedish brand H&M, a company distributing clothes and accessories. This brand has always been mentioned as the typical example of fast fashion in the literature, and the company defines itself for its consumers in the same way. Empirical researches of fashion have also been based on the fact that the company is one of the great brands of fast fashion. However, the investigation of fast fashion and of the brand communication of H&M reveals some special characteristics by way of which this brand differs from its rivals (Zara, Pull and Bear), as well as from the definition of fast fashion drawn up by the researchers. The analysis of the video and printed advertising of H&M calls into question its self-identification as fast fashion and the scholarly definitions of the relevant literature.

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