Abstract
Fashion market is a very important market with a turnover of 26 Billion euros. This market is characterized by a steady general turnover over the last 15 years with decreasing average prices. Effectively, prices have decreased contrary to sales. As we are in a consumption society, fashion market has followed the consumer's expectations. Today, a woman prefers buying two cheap tops more than an expensive one. Women are acting like that because of fashion. In the past, a fashion period, a fashion wave lasted five or six years. Today, a fashion period only last few months, that is to say two or three months. This is the reason why consumer is able to buy new clothes every month. Thanks to the average price which has decreased in the past few years and buying clothes every month has become possible. In addition, to attract consumers every month, manufacturers have to be very reactive to meet consumer expectations. In order to propose attractive prices, fashion houses had to reduce their production costs. This motivation drives the manufacturers to become bigger than before, to produce more to decrease the final prices, without decreasing their benefits.
