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Fast fashion - can speed to market compete with growing environmental concerns?

Read this special issue on fast fashion in the marketplace for free until the 21 October 2013

United Kingdom, 2 October 2013 – Fast fashion, or focus on speed to market, and demand responsiveness are now considered the norm in the fashion sector – with well known exponents such as Primark, Zara and H&M dominating the high street.  The Journal of Fashion Marketing and Management has now published a follow up special issue to its first contribution -  published back in 2006 - which now explores how fast fashion is coping in an era of global recession.  And, with the growing concern for the provenance of our fashion goods, adds to the debate about the place and future of fast fashion in the marketplace.  This special issue can be read for free until 21 October by visiting

Guest editors, Liz Barnes and Gaynor Lea-Greenwood, who originally presented the first issue on fast fashion, comment on the changes over the last decade, “The first issue had demonstrated the importance of fast fashion to the modern fashion industry, but with article downloads increasing over the last few years, this has highlighted the continued and growing interest in the subject.  This second edition continues and builds on specialist research angles and debates, but also confirms that our establishing of a conceptual approach to fast fashion is still as relevant as ever in the dynamic arena of fashion”.

Covering fast fashion and marketing communications, supply chain management and ethical considerations in fast fashion, articles includes:

•    Hedonic customer responses to fast fashion and replicas
•    Corporate responsibility management in fast fashion companies: the Gap Inc. case
•    Consumption practices of fast fashion products
•    The motivational drivers of fast fashion avoidance

Published by Emerald Group Publishing, the Journal of Fashion Marketing and Management is leading the debate in this area, keeping senior managers and academics in the field abreast of the latest trends and developments. This special issue is published as Volume 17 Issue 2 and can be accessed for free by visiting until 21 October.

The Journal encourages the production and dissemination of rigorous academic papers addressing major marketing and management issues facing the world's fashion manufacturing and retailing sectors - for more information, visit

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About Emerald Publishing:
Nurturing fresh thinking that makes an impact

Emerald Publishing was founded in 1967 to champion new ideas that would advance the research and practice of business and management. Today, we continue to nurture fresh thinking in applied fields where we feel we can make a real difference, now also including health and social care, education and engineering. We publish over 300 journals, more than 2,500 books and over 1,500 case studies, via our dedicated research platform


Nicole Mountain
User Engagement Manager
Emerald Publishing Limited
Phone: +44 (0) 1274 777700