Su-mi sits at her desk and pushes computer-operating buttons. In addition, she does internet surfing. When she finishes internet surfing, she connects to internet home shopping malls, G-market, auctions, etc, and buys two or three articles of clothing. The clothing that she buys on the Internet is a lot cheaper than a normal clothing market. Moreover, when she goes to Dongdaemun, her hands hold many shopping bags. Is she rich? No. She is normal. She swims with the stream that is ‘fast fashion.’

The word that is ‘fast fashion’ is similar to ‘fast food’. ‘Fast fashion’ is clothing that is reflected by the customer’s taste or the latest vogue. Moreover, fast fashion is cheep but not low quality. In fast fashion, a longer term of selling clothing is a month and a shorter term is a week. In this situation, this fast fashion reduces clothing cycle considerably. So sometimes, if a customer goes fast fashion shop again a week later, customer cannot find clothing they saw it a week before. So fast fashion satisfies a customer’s taste and desire - I am special – because it is hard for me to find the same clothing. These elements appeal to people equally.

This fast fashion comes to a foreign country. Fast fashion companies in a foreign country are aware that their competitive power is speed. So all companies investigate customer’s tastes and desires and send the designer this information. In addition, the company plans out the necessary material needed and orders only what is necessary.  The result is the company reduces stock.

Korean fast fashion starts at street bonded markets. Some street bonded markets start to satisfy customer needs. Therefore, the market uses some strategy of management. For example, the market takes charge in planning, production, and selling, this combines two strategies of management and the latest plan with merchandising, and constructs large-scale production network inChina. These elements can distinguish between fast fashion in Korea and previous street bonded markets.

 The result is the markets have more merit than normal brand markets due to these elements. Moreover, the markets do not lower clothing design and quality any more than normal brand markets. Therefore, these days fast fashion brands in Korea go with the rising stream. Now Korean customers do not only purchase (inner sort (?), but weightily buy expensive clothing such as coats, jackets, etc.

 This buying trend shows that the Korean bonded market is gaining competitive power relatively to the people choosing lower pricing due only to inflation. The market plans to sell area-extensions, and promotes this selling-policy actively. Therefore, the markets increase major selling areas in Myungdong, near Ewha University, etc, and build recognition.

 This fast fashion satisfies the taste of each person; however, does fast fashion have only good benefits? No. This fast fashion creates some issues.

 First issue is environmental pollution. Britons’ selling of women’s clothing increased about 21% in 2001~2005 year. However, there is a lot of clothing dumped before its life cycle has ended. For example, one Briton throws away an average 30kg of clothing a year. In contrast, recycling of dumped clothing is only one-eighth of the dumped clothing.

  Korea is similar. Korea Fashion Association’s Park, young-su, the chief of the  department, says, “Young men have sensitive fashion sense. In addition, clothing companies show new clothing continually. Many Japanese purchase clothing that is low in price.

 Increase of in purchase equals an increase in dumped clothing. Because a clothing storage that people have has limitation, people dump clothing that is still valued. This dumped clothing is buried or destroyed by incineration. If dumped clothing is buried  the clothing does not decompose for 30years or more. In addition, if dumped clothing is destroyed by incineration, carbon dioxide that causes global warming is produced.

 Second, Cambridge University reports a misunderstanding of cotton that is used considerably in fast fashion. Clothing that is made from synthetic fiber uses more energy than clothing that made from cotton. However, clothing made from cotton needs about double the energy to maintain long-term than clothing that made from synthetic fiber.

 Third, now fast fashion companies are extending their areas. Therefore, other fashion brands have anxiety over this development. Other fashion brands can choose the  solution to make lower priced of clothing. Moreover, the area of Dongdaemun, the Mecca of fast fashion in Korea plans to be more even competitive.

The fashion business-summit that is held by Baiin & Company in Shanghai , China in 2005 announced three new words about famous clothing brands. Among the words are ‘follow fast fashion’. Moreover, now foreign companies are entering department stores, and other fast fashion companies in foreign countries are planning to enter the Korean market soon. Then people will purchase more clothing and dumped clothing will increase proportionately.

Moreover[SA1] , fast fashion can influence other companies in Korea with cheap & chic. Actually, some air company [SA2] does lower price than previous air company in foreign country, big discount stores and cosmetic stores apply cheap & chic in Korea. Moreover, Samsung fashion institute expects that fashion area to expand  about 4% due to fast fashion. This problem will bring more dumped clothing.

 This solution of environment pollution is many steps. First, fast fashion companies change material, for example is favoring environmental friendly material. Lee, kyung jae, Design graduated school of Kookmin University, shows corn-wedding dress. Only cornstarch, is used to make this dress. However, this dress is feels nearly the same as silk. If this dress is buried in ground, the dress decomposes in just four weeks. Second example is fiber of reduced carbon dioxide or cleared carbon dioxide. This fiber is used in fire protection clothing, space clothing, etc. but the fiber is expensive. Therefore, this fiber needs to be studied further.

 Second solution is ‘beautiful store’. ‘Beautiful store’ recycles used clothing etc. and sells at a discount new products that people did not buy in other channels. Beautiful store repairs then sells recycled products at low prices people will pay. In addition, the money earned is donated to charity for public benefit. If dumped clothing is recycled by beautiful store, reduce dumped clothing contributes to public benefit, in other words, killing two birds with one stone. However, this solution needs more promotion. Now beautiful store is losing recognition since it was first established.

 Third solution is a recycling store now appearing in Korea . Firstly. It is the same eco- party mearry. The store has clothing, bags, wallets, etc. The clothing in Eco party mearry is made from cotton that is contributed by beautiful store. Kim, dong hwan, a designer in Eco party mearry, says, “I feel that this work is more invention than design. but I feel a delight that I can make new thing old ones.” Famous recycling stores also exists in foreign countries. Now the store has some obstacles. One obstacle is that it is hard to make into a brand. The recycling material is a great resource for new products but recycling material cannot produce same or similar products in a large numbers repeatedly.

 Fourth solution is reforming of old clothing. Now reform of old clothing information is available in books, and the Internet, blog, UCC (User Created Contents) etc. Moreover, the information is mixed.

 Now the Ministry of Environment does not have concrete policies about recycle of clothing. Because the Ministry of Environment thinks that dumped clothing has value. The Ministry of Environment entrusts recycling enterprises in clothing recycling. Moreover, Ministry of Environment accommodates with a loan, clothing recycling enterprises, but clothing recycling stores do not receive advanced funds.

 Now, fast fashion companies grow, customers do not give up fast fashion that is not far behind popular brand’s quality and design, is cheep in price. In other words, soon dumped clothing will increase in Korea . Therefore, we should be aware of solutions. Moreover, existing solutions will improve and help to find new solutions. Government support is also required.