FAST FAST FASHION

Sale is here, and people will once again scramble to the nearest store. These fast fashion labels have taken it a notch higher with their websites beckoning shoppers

We have always loved this one thing about International fast fashion labels – its ability to churn out a new collection, in a style cosmopolitans love, in a matter of fifteen days. Try imagining what sale season is like at stores like Zara and H&M, with an addition of their online shops. At least ten outfits (because that’s the limit at each store) in each person’s arms, waiting in the snaking queues outside the trial room. The aftermath is, everything selling off like hot cakes.

In a country where Levi Strauss used two decades to turn profitable, these fast fashion brands have done business in ten digit figures in just a few years of launch. Their business model is such, that responds to real-time trends. As you were eyeing for those overly-expensive-cat-eyed shades Priyanka Chopra wore in each of her public appearances, a number of high street labels already put a similar design into production. The latest fashion shows, blogs and cinema are other sources of ‘inspiration’ for them to fabricate ‘affordable’ clothing for all. A sale at these stores make it only better, both for the shoppers and the businesses in India.

These brand’s popularity among everyone from college students to young professionals to celebrities have proved India’s growing appetite for fashion. Heavy discounts in these high-street brands ensure an increased traffic of diverse crowds. While the sale lasts till the stock lasts, one must have ample time to look through the humongous amount of merchandise that is available.

The news of a sale, comes as a pleasant awakening to most of us, sending us scrambling to decide a budget before we rush to the nearest store. But now, the easiest thing is opening up a tab of the brand’s website on our systems, while we are still at work, or from the comfort of our homes.

“I was looking through their products, as soon as I was told a sale was on. They have this mobile app that just makes it so much easier,” says Reema, adding that the sale strategy is well thought off, with the festive season around the corner, and colleges about to open.

Discounts are starting from 30 per cent, going up to 60 per cent, which ensures all the merchandise has an eye-catching price, and everything gets picked up. In fact, prices were reduced twice on various products at Zara, a Spain based label. A denim shirt, with an MRP of Rs. 2590, was on sale for Rs 1790 in the initial days and is now available at a price of Rs. 1190. With such price range, a person who has splurged at these stockpiles a day go, will first go through a nervous breakdown and then head to the nearest Zara sale to make a quick recovery.

“I remember buying around five shirts from Nnnow.com. They are on sale most of the time,’’ tells Aaina, a graphic designer about her experience of shopping at the online portal owned by Arvind Mills, a textile and apparel export house. “The thing with online shopping is that it has made spending too easy for many of us,” she adds, elaborating about her quick decision as soon as she sees a sale in the house.

So, do these heavily discounted clothing sale push many of us into buying things we do not need? It is a question we all ask ourselves only after having spent enough money to make us feel guilty.

While we go to a birthday party in the dress we bought from one of these sales, we come across a girl telling how she decided to not buy the same dress, having waited for far too long outside the trial room. That’s the reality of high street fashion – many will buy the same thing.

Who cares about the effects of fast fashion on environment, when we are all going to end up looking like clones?