Chapter 12: Speed

All activities have a tempo or speed to them. Some are fast and some are slow. Today’s dominant mass-market fashion business model of producing and selling cheap, homogenized clothing items in ever-increasing quantities is based on fast speed. But doing everything fast – increasing the number of stock drops into store each season, cutting lead times to supplier factories, decreasing the time to market of a design, transporting stock by road or air rather than sea – is not an inevitable feature of fashion production and consumption. Rather, it is the prevailing market and economic system, the goal of which is to grow in scale continually. Increasing the speed of operations is just one mechanism by which growth is achieved. This ...

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