WHAT IS FAST FASHION?
Cheap, trendy clothing that samples ideas from celebrity culture. These items are mass produced and pumped out quickly to consumers in order to maximise the latest trends and consumer demands.
HOW IT WORKS
The fast fashion model is a streamlined system involving rapid design production, distribution and marketing allowing retailers to pull smaller quantities of a greater variety of styles sold at a low price point.
These business model's have ensured that unlike your standard label they have weekly drops. For example, Zara receives new stock twice a week. Although each store only receives small quantities Zara ensures they create an illusion of scarcity. Consumers get FOMO, so impulse buying decisions are more likely when stock is low. It also keeps shoppers coming back to avoid missing out on new designs.
WHAT IS THE PROBLEM?
Throw away culture, overconsumption, fast fashion waste – all have a negative impact to systems and communities around the world.
Microfibre Pollution – The production of synthetics like polyester and nylon is an energy-intensive process. These fabrics break down into microplastics – the strands that are shed from our clothes after washing them. A 2017 report from the International Union for Conservation of Nature (IUCN) estimated that 35% of all microplastics in the ocean come from washing synthetic textiles like polyester. But hey stop using those plastics straws!
Land Pollution - 85% of the clothes are dumped into landfills––it can even infuse the Sydney Harbour.
Human Rights Violations - Garment workers are often paid far too little and employed in factories where there is minimal regard for health and safety practises, allowing brands to keep their profits as high as possible. For example, a factory in Leicester, England that is linked to making clothes for the brand Boohoo revealed to be paying their workers as little as 3.50 pound an hour. However, the UK National living wage is 8.72 pound an hour.