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This paper presents the "fastfashion" model, its historical development, and its prospects. Fast fashion departs from traditional norms of designer-led fashion seasons, using instead designers who adapt their creations to customer demands on an ongoing basis. From its origins in Galicia, Spain, in the 1960s fast fashion changed the fashion industry. With annual sales of $8 billion in 2005, Inditex, the leading practitioner offast fashion, is now the second-largest fashion company in the worldfatcat:eghkstqi35hxbf6ap5exze5rb4