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The global textiles, apparel and luxury goods market had total revenue of $3,049.5 billion in 2011, representing a compound annual growth rate (CAGR) of 3.7% for the period 2007-2011 (marketresearchers.com). Clothing is one of the main products that people need and have to buy. Modern labels, however, introduced innovative way for consumers to shop and distinguish themselves. The phenomenon of fast fashion is relatively new, and quite frequently researchers neglect its individuality, and as a consequence bypass taking notice of its unique qualities and implications of those. This study aims to fill this gap and assemble a theoretical base, while introducing fresh ideas and unconventional viewpoints, supplemented by relevant examples from real brands in the business.