The Evolution of Fast Fashion Business: Key Drivers and Historical Perspectives

This paper explores the historical trajectory of fast fashion and its underlying drivers using Whetten's framework. By bridging existing theories across disciplines, we aim to provide multi-level insights into the industry's evolution and propose actionable directions for future inquiry. To provide a robust analytical structure, we employ David Whetten's framework for theory building. This framework, emphasizing the crucial elements of "what," "how," "why," "who," "when," and "where," will serve as a lens through which we examine the multifaceted nature of fast fashion's development. By systematically addressing these fundamental questions, we aim to move beyond descriptive accounts and offer a more theoretically grounded understanding of the industry's dynamics.