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Fast Fashion | Can Fast Fashion Sustain Itself? | 6

Business Wars

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Fast Fashion's Sustainability Dilemma

This chapter analyzes the rise of a digital-first fast fashion brand and its impact on traditional retail, emphasizing its rapid production model and engagement with Gen Z consumers. It addresses the tensions between fast fashion and sustainability, highlighting issues like greenwashing and the environmental consequences of denim production. The discussion reflects on the evolving landscape of consumer demand for eco-friendly practices and initiatives like the 2019 Fashion Pact aimed at promoting sustainable fashion.

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