For the past few decades, globalization has been a hot topic and it also involves every aspect of the world connecting with each other. Likewise, globalization also allows consumers to have more access to catch up with updated fashion. The benefits of globalization bring a new philosophy called fast fashion, which ensures quick response times and improved design in the fashion apparel industry. In this article, I will explore all aspects of each system, conclude why fast fashion becomes the main trend of the fashion apparel industry, and use one brand in particular, Zara, as an example to discover the impact on consumer behavior in detail. Finally I will make some comments on the future of fast fashion and how luxury brands will react to this circumstance…….. It is necessary to identify fashion and explain the systems used by the clothing industry before we begin to explore the essentiality of fast fashion. According to Dictionary.com, fashion is defined as the style or custom that is prevalent, current, and used for self-expression. It can be clothing, accessories, hair, etc. Why do some people like to shop in malls frequently and keep updating the clothing in their closets every season? From a psychological point of view, people usually consider clothing as a symbol to show others their values, personality and lifestyle. Basically, rapid imaginative change and symbolic expression support people's sense of fashion. People believe that an ideal personal identity can be communicated to others through clothing, so understanding how people make decisions when perceiving clothing across different brands and understanding their needs and desires can help apparel industries spend and maintain the market... .half of the paper......1% of the $181 billion U.S. apparel market (Tiplady, 3). The growth potential of fast fashion will spread across the country like a stream. H&M reported a sales increase of about 20 percent in the first three months of 2006. Zara is also moving forward, as more shoppers focus on online shopping style when they cannot devote time to shopping due to busy work. Asos, the online shopping market leader, has announced that its sales of maxi dresses and festival wear helped its sales increase by 54% during the first quarter of this year (Jessup). From this point, fast fashion could consider the possibility of online business and gain market share. Frequent products, limited edition, seasonal design. Consumers tend to be more demanding and more arbitrary, so using an appropriate strategy will be crucial to all fast fashion retailers.