Hi readers! In this post, we will uncover various factors that enable fast fashion. 

The fast fashion model preys on consumers through marketing tactics that encourage them to purchase much more than they practically need. Popular fashion brands release many “seasons”/collections a year. Zara releases about 20 collections yearly, while companies like Missguided release 1000 new pieces monthly. This amount goes way beyond the 4 seasons we have on Earth. From that perspective, purchasing anything beyond what is needed for 4 seasons would be considered excessive. 

The novelty of new releases every few weeks keeps things exciting for consumers. There is something new to look at every time you visit a store. It encourages potential customers to buy more, regardless of whether they need it. The low prices seal the deal. Shopping is inherently hedonistic, but feel-good activity which is often referred to as “retail therapy” due to the pleasure and enjoyment it brings to consumers. People shop for many reasons, be it to relax, to take advantage of discounts and good bargains, to express themselves or even to maintain social status. But regardless of the reason, our human consumption is taking a toll on the planet.

For most, fast fashion becomes an avenue to shop consistently without burning a hole on their pockets. “It doesn’t matter if the quality isn’t built to last, it’s what you get for a low price anyway. Plus, I’m only planning to wear this once.” Such is the mentality of consumers that have created a disposable society.

Fast Fashion Model (Source)

The simple image above shows the nature of the fast fashion model, in that it is linear. Its linear nature is unsustainable, ending with lots of waste and leftover materials. This contributes to heaps of textile waste, clothes that were discarded without a second thought. This linear model feeds on the consumer mentality of acquiring more and more, regardless of quality, sustainability or ethics.

Circular Fashion Model (Source)

On the other hand, this is a circular fashion model, which is more sustainable and recycles what is leftover. This ensures that our resources are not wasted, and prevents us from harvesting more raw materials, an issue which brings its own set of ethical problems. While the nearshoring model removes the need for shipping which greatly reduces greenhouse gas emissions from aeroplanes and ships, it may not be feasible for companies looking to cut costs, and can only be implemented by already wealthy companies. Furthermore, this model is unlikely to be implemented in smaller countries like Singapore, where there is simply no space for 1 factory to open up for every operating company.

I hope this post helped you understand why the Fast Fashion model is destructive, and how the Circular Fashion model (a topic I’ll be covering in the future!) can be implemented instead. Stay tuned for my next post on social media marketing!

♡, Qystina

Sources:

Nguyen, T. (2020). Fast fashion, explained. Vox. Retrieved September 10, 2020, from https://www.vox.com/the-goods/2020/2/3/21080364/fast-fashion-h-and-m-zara

Loureiro, S. M. C., Serra, J., & Guerreiro, J. (2019). How Fashion Brands Engage on Social Media: A Netnography Approach. Journal of Promotion Management.