How ‘ultra-fresh’ fashion is reshaping the ‘fast-fashion’ industry

Research from Cornell University’s SC Johnson College of Business in the US explores how Asian companies are producing ultra-fresh fashion with rapid product launches, digital supply chains and customer engagement strategies. The researchers note that this also presents sustainability challenges. 

“What makes ultra-fresh fashion different is its ability to not only respond to trends but actively create demand,” notes lead author Li Chen, the Professor of Manufacturing Management at the university. 

“By constantly releasing fresh styles, these brands encourage consumers to make frequent purchases, often for items they may not have originally planned to buy. This strategy taps into customers’ desire for novelty, keeping them engaged and returning for more.” 

The paper, titled ‘Ultra-Fresh Fashion: Creating Demand with Freshness and Agility’, is published in the academic journal Management Science. Co-authors include Hau Lee at Stanford University in the US, and Shiqing Yao at Monash Business School in Australia. 

Chen and his co-authors focus on the companies Shein, based in Singapore, and Temu, based in China. These companies introduce thousands of new products each day, far exceeding traditional fast-fashion launches. 

The researchers wanted to understand how this is impacting the industry and raising sustainability concerns. 

Digital technologies in supply chain management 

They found a key factor behind the success of ultra-fresh fashion is the use of digital technologies in supply chain management.  

These companies rely on advanced algorithms, mobile apps and real-time customer data to predict demand and adjust inventory accordingly. For example, Shein collects instant feedback on customer preferences through its app. 

When a product performs well, production is increased. If an item is less popular, it is quickly phased out. This level of agility minimises unsold inventory and allows brands to keep up with shifting consumer tastes. 

Additionally, the study found these companies maintain strong digital connections with suppliers, enabling them to place small production orders and scale up quickly when needed. This differs from traditional fast fashion, where bulk production is planned months in advance, increasing the risk of overproduction and waste. 

The researchers point out that ultra-fresh fashion brands thrive by offering three key benefits to consumers: high variety, low prices, and a personalised shopping experience.  

By combining these elements, ultra-fresh fashion companies turn shopping into a form of entertainment, where consumers feel encouraged to browse and buy frequently. 

Serious threats to the environment 

But this approach poses serious threats to the environment, with Chen emphasising: “The rapid production cycles and short product lifespans contribute to several environmental and social issues of increased textile waste, carbon footprint and labour concerns.” 

Chen believes that, in order to address environmental concerns, ultra-fresh fashion companies and policymakers must explore new solutions – such as eco-friendly materials, circular fashion initiatives and regulations and incentives. 

“While ultra-fresh fashion is highly profitable, companies that fail to address sustainability challenges may face backlash from environmentally conscious consumers and regulators in the future,” Chen says.  

“By balancing agility with responsibility, the industry can continue to innovate while reducing its ecological footprint.” 

You can find out more about the research here.