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    Fast fashion has become an incredibly popular trend in this day and age. Fast fashion is the practice brands use to knock off popular fashion trends and sell those similar items at cheaper prices. Often times sacrificing quality, to bring clothes to the consumers at an incredibly rapid rate. Often times consumers who want to keep up with the newest fashion trends aren't looking for quality, and would prefer to pay cheap prices to increase their social status. In this day and age, the fashion trends seem to shift so often that previous trends become obsolete at the speed of light. 

    Companies that have the most money are the companies most able to keep up with the fast fashion style of business. Therefore when you follow these trends you will typically only be supporting a select few businesses. Businesses such as Forever 21, Target, and so on and so forth. This can be bad for small  businesses. Smaller clothing companies and brands don't have the type of capital that those other big competitors do. Therefore they cannot compete in the faced paced production way of business. This can cause small businesses to go out of business. Quality of cloth is also sacrificed in the fast fashion market. Speed and lack of expense are the name of the game. When this is the case clothes are only good for a handful of wears. The cheap clothing can't survive the wear and tear as well as the laundry cycle. 

    When you choose to steer clear of fast fashion you are choosing to support small and quality businesses. You are also doing yourself a favor. You will have much more quality clothing that will last you much longer. The consumer wins and small businesses win as well.