Fast fashion is the term used to describe clothing designs that move quickly from the catwalk to stores to take advantage of trends. The collections are often based on styles presented at Fashion Week runway shows or worn by celebrities. Fast fashion allows mainstream consumers to purchase the hot new look or the next big thing at an affordable price.
What is fast fashion ?
The term ‘fast fashion’ was coined in 1989 by the New York Times in reference to Zara boasting that it only took them 15 days to ideate a new design and get it into its stores. Fast fashion is inexpensive, cheaply made clothing rapidly produced by mass-market retailers in response to the latest and most popular trends. Fast fashion is literally designed to fall apart and is a large contributor to throwaway culture and overconsumption.
Fast fashion became common because of cheaper, speedier manufacturing and shipping methods, an increase in consumers’ appetite for up-to-the-minute styles, and the increase in consumer purchasing power—especially among young people—to indulge these instant-gratification desires. Because of all this, fast fashion is challenging the established clothing labels’ tradition of introducing new collections and lines on an orderly, seasonal basis. In fact, it’s not uncommon for fast-fashion retailers to introduce new products multiple times in one week to stay on trend.
- Fast fashion describes low-priced but stylish clothing that moves quickly from design to retail stores to meet trends, with new collections being introduced continuously.
- Innovations in supply chain management among retailers make fast fashion possible.
- Zara and H&M are two giants fast fashion field.\, Others include UNIQLO, GAP, and Topshop.
- Affordable prices and instant gratification for consumers, more profits for companies, and the democratization of stylish clothing are among fast fashion‘s benefits.
- On the downside, fast fashion is also associated with pollution, waste, the promulgation of a “disposable” mentality, low wages, and unsafe workplaces.
How fast fashion became the new normal
“It’s not just about clothing, it’s about a disposable society,” Michael Solomon, a consumer behavior expert, told. According to Solomon, fast fashion’s development falls in line with globalization and the logistical efficiency of the 21st century. “Companies weren’t able to have such a quick turnaround time, and now with artificial intelligence, they can be even more efficient.”
In the 1950s, if a woman wanted to purchase a ready-made dress, she could spend about $9 (or $72 in today’s dollars) to order an item from a Sears catalog. Today, a shopper could walk into Forever 21 and buy a simple dress for about $12. The price of an article of clothing today — along with the cost of material, labor, and supply chain logistics required for its creation — is cheap, but it’s likely not made to last.
The Advantages of Fast Fashion
Fast fashion is a boon for business. The constant introduction of new products encourages customers to frequent stores more often, which means they end up making more purchases. The retailer does not replenish its stock—instead, it replaces items that sell out with new items. Accordingly, consumers know to purchase an item they like when they see it no matter what the price because it’s not likely to be available for long. And because the clothing is cheap (and cheaply made), it’s easy to get people back into stores or online to make fresh purchases.
Fast fashion is also responsible for big profits, especially if a manufacturer is able to jump on a trend before the competition. The speed at which fast fashion moves tends to help retailers avoid markdowns, which cut into margins. If there are any losses, fast-fashion companies are able to recover quickly by launching a new clothing line, design, or product.
As for advantages for the consumer, fast fashion has enabled people to get the clothes they want when they want them. Also, it’s made clothing more affordable—and not just any clothing, but innovative, imaginative, stylish clothing. No longer is the latest look or being “well-dressed,” or having a large wardrobe the province of the rich and famous.
For that reason, advocate argue fast fashion has had a democratizing influence on fashion—and on society. Even those of modest means can constantly buy smart new clothes, indulge in fun or impractical items, and wear something different every day.
The Disadvantages of Fast Fashion
Despite the advantages for customers, fast fashion has also been criticized because it encourages a “throw-away” attitude. That’s why it’s also called disposable fashion. Many fast fashionistas in their teens and early twenties—the age group the industry targets—admit they’re only wearing their purchases once or twice.
You could debate whether such a disposable mentality really results in the economy: If multiple purchases of fast fashion garments, cheap as they are, end up eventually costing the consumer more than buying a few pricier ones that last longer.
Certainly, it costs the planet more. Critics contend that fast fashion contributes to pollution, waste, and planned obsolescence, due to the cheap materials and manufacturing methods it uses. The poorly made garments don’t age well, but they can’t be recycled, since they’re predominantly (over 60%) made of synthetics. So when they’re discarded, they molder in landfills for years.
Most fast fashion companies outsource the production of their goods—usually to manufacturers based in developing countries—and some have been none too stringent in overseeing their sub-contractors, nor transparent about their supply chain. That’s led to critics charging that fast fashion is built on bad working conditions, poor pay, and other abusive, exploitative practices. Because the clothing is made overseas, fast fashion is also seen as contributing to a decline in the U.S. garment industry, where labor laws and workplace regulations are stronger and wages are better.
Fast fashion has also been criticized on intellectual property grounds, with some designers alleging that their designs have been illegally duplicated and mass-produced by the fast fashion companies.
Pros
- Profitable for manufacturers and retailers
- Offers fast, efficient delivery
- Makes clothes affordable
- Democratizes style and fashion
Cons
- Uses cheap materials, poor workmanship
- Encourages “throwaway” consumer mentality
- Has negative environmental impact
- Associated with exploitative, abusive labor practices
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