Fast fashion, how exactly does it affect sustainability and
the fashion industry? Fast fashion is the revolving door of trends. Companies
are constantly coming up with “new and exciting” lines to keep up with the ever
constant demand. Consumers take part in this cycle, they are on top of the
latest output of the fashion industry. Every season, for example, has a new
line than the last. Different color jackets each with their own cut for the
fall or winter can be an example of the ever changing designs that go out onto
the racks. As consumers, we are convinced we need to purchase a new set of clothes
to keep up with the trends and the need to look our best, whether it is casual,
out on the town, or for business.
Fast fashion directly affects the supply chain; with the
constant demand for new materials at a quick rate for low prices, industries
look to convenient and efficient methods. From the toxic chemicals used to
treat clothes, the weak materials produced to be sewn together, the lack of
decency for factory workers, and the disposal of unwanted, rarely used,
clothes; fast fashion magnifies the waste of each of these elements. More toxic
chemical treatment for the mass amounts of fabric, which affects the environment
and its inhabitants including the water, animals, and people; lesser quality
for more product, easily worn down garments that may not even be comfortable
and more likely to be thrown out; lower wages and abysmal conditions to meet
deadlines, workers in small quarters inhaling polluted air, overworked and
likely their children helping them to not even be able to “make ends meet”. An
overabundance of what is in the consumers’ closet gives way to millions of
garments gone to the landfills. Overconsumption has increased significantly over
the years, and the industry is doing all it can to keep up. There is however a
new trend that has gained some interest.
Slow fashion. Opposite to the former, it focuses on clothes
made with quality, not quantity. These lines are of course more expensive up
front, however, they are also made to last. In other words the threading won’t
come out within the first few months of having bought the item. Focusing on
quality includes what materials are used, how they are cultivated, and fair
treatment of workers. But what about the consumer side of it? Most of us are
more willing to pay more for better quality than you might think. One of the
best ways that slow fashion can help is by it acting as functional clothing.
Designing and buying clothes that can be worn with more than one outfit and be
kept over a longer period of time caters to slower consumption. Garments that
can serve multiple styles provides the variety that many of us seek in our
wardrobes, without having to go out to buy that extra item to achieve the look
we are going for. With overall slower consumption waste would be dramatically
reduced. Marketing towards this kind of fashion and design is what is needed of
the companies. Knowing your style and how to efficiently make the most out it
is what is needed of the consumers.
To learn more about understanding consumers and slow fashion go to:
http://onlinelibrary.wiley.com/doi/10.1111/ijcs.12276/full
Jung, S. and Jin, B. (2016),
From quantity to quality: understanding slow fashion consumers for
sustainability and consumer education. International Journal of Consumer
Studies, 40: 410–421. doi:10.1111/ijcs.12276
Collings,
Kat. "18 Trends We're Totally Over-Are Any Hiding in Your Closet?"WhoWhatWear. N.p., 24 Jan. 2014. Web. 06 Aug. 2016.
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