The Indian retail industry is one of the most dynamic industries in the country. It is currently ranked at 20th position among the top 30 developing countries identified by management consulting firm AT Kearney in its 2014 Global Retail Development Index (GRDI). The term Fast Fashion refers to the clothing collection that is based on the most recent fashion trends. They facilitate the mainstream customer to buy stylish apparels matching current trends and at an affordable price. With new trends springing up every now and then, consumers’ preferences change in the blink of an eye. Fashion brands have to respond to changes in the market and changing consumer preferences to remain successful. Majority of the population belongs to the middle and upper middle-income category. Consumers are fashion conscious and at the same time want affordable prices as well. They want to adapt themselves to the changing fads, without affecting their budget. This has motivated them to go in for fast fashion apparels.