![]() These brands might not categorize themselves as fast-fashion, but despite their relatively modest sizes, they understand the importance of instant gratification to their style-savvy, cost-cognizant audience. They attribute these strains to divergent spending habits and the rise of competition, but it's also coming from the ground up-via young, independent, hungry labels that have used social media to attract young, trend-hungry customers. In the first quarter of this year, H&M had their first monthly sales drop in nearly four years, and Zara parent company Inditex SA saw profitability shrink to an eight-year low. Interest in fast-fashion is, for the first time, waning. As menswear became more like womenswear-more driven by “it” items from season to season-guys started looking for new ways to keep up with the revolving door of trends. Fast-fashion retailers like Zara and H&M were there to give them the trends they craved at a fraction of the cost (and often testing the boundary between "inspired by" and outright ripped off in the process). But swapping heritage gear for high-fashion looks put pressure on their wallets. It wasn't long before they were trading in Yuketen for Yeezy, Ralph Lauren for Raf Simons, and A.P.C. After the #menswear boom of the mid-to-late aughts, guys began looking in the mirror at their chambray shirts, raw selvedge denim and moc toe boots and wondering what was next for their sartorial lives.
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