RESEARCH ON FAST FASHION AND FAST FASHION RETAILING IN TURKISH APPAREL SECTOR

Apparel sector has a significant market structure which is affected from economical developments as well as changes rapidly. Then, fast fashion is especially for the recent 10 years has increased its effect on apparel sector. It started to be evaluated as a differentiation strategy and a business model applied by firms in order to create competitive advantage. It is obviously seen that in the structural processes and retail networks of brand marks, which are adopting fast fashion, significant changes are being noticed. In our country, Turkey, there are specific brands coming out by their fast fashion strategies. In this research, four Turkish brand marks, applying fast fashion retailing strategy, are investigated. Fast fashion business models in all processes; design, product development, supply chain, information systems, store operations are looked over relatively and Turkish apparel retailing has reviewed.