the early 1980s to address a competitive threat to its own textile manufactures from imported textiles in low labor cost countries. During the project lead times in the manufacturing process were halved; the U.S. industry became more competitive for a time, and imports were lowered as a result. The QR initiative was viewed by many as a protection mechanism for the American textile industry with the aim of improving manufacturing efficiencies. The concept of quick response (QR) is now used to support "fast fashion," creating new, fresh products while also drawing consumers back to the retail experience for consecutive visits. Quick response also makes it possible for new technologies to increase production and efficiency, typified by the introduction of the complementary concept of Fast Fit. The Spanish mega chain Zara, owned by Inditex, has become the global model for how to decrease the time between design and production. This production short cut enables Zara to manufacture over 30,000 units of product every year to nearly 1,600 stores in 58 countries. New items are delivered twice a week to the stores, reducing the time between initial sale and replenishment. As a result, the shortened time period improves consumer's garment choices and product availability while significantly increasing the number of per customer visits per annum. In the case of Renner, a Brazilian chain, a new mini-collection is released every two months. Delivery Fast Fashion typically offers buyers quick shipping, meaning their delivery can be same day or only take a few days.Due to the trends constantly evolving, buyers need to have their item before it is no longer in style. Oftentimes, these Fast Fashion brands will offer the buyer deals, where they can spend a certain amount of money to get free shipping.This creates a lot of impulse buying, resulting in the items being returned. However, Fast Fashion returns do not always get sold again. It is likely that the company will throw the item out because it is no longer in style. Marketing Marketing is the key driver of fast fashion. Marketing creates the desire for consumption of new designs as close as possible to the point of creation. Marketing closes the gap between creation and consumption by promoting this as something fast, low priced, and disposable. The continuous release of new products essentially makes the garments a highly cost effective marketing tool that drives consumer visits, increases brand awareness, and