The general long-term future of fast fashion firms does not level upwards. While Fast Retailing, which owns Uniqlo, nearly doubled its value since 2017, Inditex, proprietor of Zara, solely increased its share price by about 14 per cent, whereas H&M has shed 17 per cent. But the task of ensuring Women Fahion a hassle-free shopping experience—whether in-store or online or both—is going to be an arduous one and not all will succeed. Physical buying is a very enjoyable experience for many consumers and replicating that online is one of the challenges,” said Madura’s Kumar.

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