Ultra fast fashion: uma exploração da cadeia produtiva contemporânea

Abstract

Globalization and technological advances have brought incredible tools to the fashion industry, generating accessibility, innovations, and more dynamic relationships between industry and consumer. The speed of creation, manufacturing, and sales of garments is increasing, and digital commerce is advancing, offering greater freedom of supply worldwide and making consumption easier than ever. Social networks, in turn, generate new content every second, and in the fashion realm, new trends are launched in abundance every day. It becomes necessary to rethink production models to deliver more garments in more places, much faster. When demand rises unchecked, fueled by a society based on excessive consumption, and globalization diminishes symbolic borders between countries and cultures, the phenomenon of ultrafast fashion emerges. It is not only a contemporary fashion consumption phenomenon but also a production system with a different supply chain management than what most industries have used in recent decades. The objective of this work is to trace the differences between production systems and supply chain management used in the fashion industry with ultra fast fashion and its consequences in various social spheres such as sustainability and individualism.