Purpose – The phenomenon of fast fashion is under‐researched academically, yet has received attention in most of the fashion and business press. Therefore, as it would seem timely, this article aims to present the findings of some exploratory research. Design/methodology/approach – The...

Purpose – The paper aims to establish how fast fashion is translated and communicated in the retail store environment. Design/methodology/approach – An interpretive paradigm and inductive methodology made use of participant observation and key informant interviews. Findings – Whilst...