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French luxury brands face growing competition from ultra-fast-fashion
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French luxury brands face growing competition from ultra-fast-fashion

  • FMM - F24 Video Clips
  • Jan 29, 2026
  • Jan 29, 2026 Updated Apr 6, 2026
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Hank Brown | Iowa Football | April 16
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Paris fashion week is currently underway with luxury brands showcasing their "haute couture" summer collection for the upcoming season. But the industry is now facing increasingly growing competition from ultra-fast-fashion, which has transformed consumer behaviour. Giants like Shein now use artificial intelligence to identify growing trends and produce and sell faster.

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