Fast Fashion Volume Over Margin Strategy

“The newly-made father of two does everything to get the people of Västerås to buy his clothes. Often, he offers prices up to thirty percent lower than his competitors. Although he earns less per garment with this strategy, the volumes are larger and thus also the total profit.[5](private://read/01jas9tvg84jycb27616w1f9k8/#note-5) He is also concerned that the clothes should follow the latest fashion. He wants to sell to girls "who did not want to look like their mothers," as he described it himself at a store opening.[6](private://read/01jas9tvg84jycb27616w1f9k8/#note-6)”

“Erling decides to give it a try. Poinsettias and pens have taught him a lot about how to make a profit – high turnover and as small an inventory as possible. Now he wants to try the same model in fashion.”