Over the past few decades, globalization has been a hot topic and it also predicts that all aspects of the world will be connected to each other. Likewise, globalization also allows consumers to have more access to current fashion. The benefits of globalization bring a new philosophy called fast fashion, which ensures quick response time and improved design in the fashion clothing industry. In this article, I will explore all aspects of each system, conclude on why fast fashion is becoming the mainstream of the fashion clothing industry, and use one particular brand, Zara, as an example to discover the impact on the consumer. behavior in detail. Finally, I will make some comments on the future of fast fashion and which luxury brands will react to this circumstance……..It is necessary to identify fashion and explain the systems used by the clothing industry before we begin to explore the essential nature of fast fashion. According to Dictionary.com, fashion is defined as the prevailing style or custom that is fashionable and used to express oneself. This could be clothing, accessories, hair, etc. Why do some people like to shop in malls frequently and keep updating the clothes in their closets every season? From a psychological point of view, people generally view clothing as a symbol to show their values, personality and lifestyle to others. Critically, rapid imaginative change and symbolic expression support people's feeling about fashion. People believe that an ideal self-identity can be communicated to others through clothing, so understanding how people make decisions when perceiving clothing among different brands and understanding their needs and wants can help clothing industries to grow and maintain their markets..... .middle of paper...... 1% of the $181 billion U.S. apparel market (Tiplady, 3). The growth potential of fast fashion will spread across the country like a stream. H&M saw its sales increase about 20% in the first three months of 2006. Zara is also moving forward as more shoppers turn to online shopping when they can't spend time on shopping due to busy work. Asos, a market leader in the online shopping industry, announced that its sales of maxi dresses and festival outfits contributed to a 54% increase in sales during the first quarter of this year (Jessup ). From this point on, fast fashion could consider the possibility of e-commerce and gain market share. Frequent products, limited edition, seasonal designs. Consumers tend to be more demanding and more arbitrary, so using an appropriate strategy will be essential. to all fast fashion retailers.