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Rising consumer distrust levels, troubling labor conditions, and negative environmental and sustainability impacts have all led to the need for a business model for fast fashion retailers that is consumer, profit, and reuse driven. Consumers are purchasing apparel and textile items at unprecedented rates and the current business model utilized by low-cost fashion retailers is inconsistent and varies widely. A fast fashion sustainability business model (FFSBM) is proposed with the consumer as a central component of the model. Furthermore, the key components of the model (form sustainable business strategies, design, production/distribution, greater transparency, collaborations, and reduce/reuse) are all profit focused.

Paradigm Shift: A Call for Conceptualization of a Fast Fashion Sustainable Business Model