FAST FASHION BUSINESS MODEL: A REVIEW OF INNOVATION POTENTIAL AND ENVIRONMENTAL RISKS

Abstract

The fast fashion industry has revolutionised the clothing industry by emphasising rapid production, low cost and trend responsiveness. However, its environmental and ethical consequences raise concerns about long-term sustainability. This article aims to conceptually examine whether fast fashion constitutes a platform for innovation or a source of environmental degradation, by synthesising key academic and industry sources and systematically comparing the practices of leading global companies. The analysis is based on a structured review of the literature, including the PRISMA 2020 guidelines, which were used to identify key studies related to the topic. The study also includes a comparative assessment of selected industry prac-tices. A thematic framework was applied to evaluate business model innovations and environmental trade-offs across leading global companies. Key characteristics of fast fashion business models were categorised by their level of innovativeness and environmental impact. The findings show that while fast fashion enables significant innovations in supply chains, digital design, and customer engagement, these advances often coexist with unsustainable practices such as resource overuse, waste generation and consumerism. The article concludes by outlining critical trade-offs between innovation and sustainability and sug-gests directions for transforming fast fashion into a more circular and responsible model.