Fast Fashion refers to a clothing sector that produces low-quality clothes at super-reduced prices and that launches new collections continuously and in a very short time, such as the large multinational clothing chains.
With Pronto Moda, on the other hand, we mean a production process with reduced times, in continuous production and with fast restocking without neglecting quality. The purpose of fast fashion, in fact, is to get closer and closer to satisfying the customer’s need.
The strong point of Pronto Moda is the ability to adapt perfectly to the changing tastes of consumers, satisfying their desires quickly but, unlike Fast fashion, it does not intend to give up quality.
The consumer’s attention broadens their view, in fact it no longer focuses only on the product itself, but itself is integrated into its context.
So although the consumer appears to be impatient and impulsive at the source of the purchase, there are other factors that can influence his purchase. For this reason, companies such as eco-friendly ones or those that use natural materials or those that use renewable energy in their production chain can leverage these strong points to involve all those people who not only want a fashionable product to a low price, but which also have strong values and policies to protect the environment and waste.
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