Boohoo, Asos & Missguided pave the way for 'Ultrafast Fashion'

London - The rise of the fast fashion model is said to have transformed the fashion industry and the way we perceive and consumer fashion. Amancio Ortega, otherwise known as the man behind the runaway fashion success retail story Zara, is said to have been the one to bring the business model into mainstream fashion, which has since been picked up by a number of fast fashion players, ranging from H&M to Forever 21 and Primark. The fast fashion business model was originally developed to rapidly respond to latest trends and deliver them to consumers in store within a matter of weeks.