Fast fashion and the ‘where to source’ debate have come together. New York boutiques are now entering the world of fast fashion – by getting their goods made in New York. But what happens when those retailers expand into other markets, as Zara and H&M have done? Do they source locally elsewhere? This all begs the question: is this the start of a wide-ranging new trend that cuts out logistics, or is it simply another twist and turn in the fast fashion supply chain.
By Alex Lennane