Fashion fashion’s consequences: the mess need to be solved



Table of Contents
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    1. "Fast Fashion" occupies a big rate in the world fashion industry

    2. Short life cycle of "Fast Fashion" designs

    3. Psychological obsession for consumers

    4. Consequences cannot be denied

When you visit Gucci or Chanel stores in October, you know that those products will remain in store until February. But in fast fashion brands' stores, you have to understand that if you don't buy it right away.  All products will be replaced within 11 days with another item!

According to a report from Forbes, the fashion industry is currently ranked No. 2 in the cause of the loss of resources and the environment worldwide, just behind to the oil and gas industry.  The main factor to this seemingly harmless thing was largely due to the rise of "Fast Fashion"

Fashion fashion’s consequences: the mess need to be solved

If you don't buy it right away, all products will be replaced within 11 days with another item / ph: pexels

1. "Fast Fashion" occupies a big rate in the world fashion industry

"Fast fashion" is a term used by fashion retailers to describe inexpensive designs that move quickly from catwalks to stores in response to new trends.  Since this trend has a tradition of introducing a series of new seasonal fashion lines, today it is not uncommon for "fast fashion" retailers to introduce new products several times a week to catch up the trend. 

 The term "Fast Fashion" has been around for a long time, around the 1960s when young people began to create new trends and clothing became a form of ego expression.  At this time, there was still a distinction between high fashion and street fashion, it wasn't until the late 1990s and 2000s that "Fast Fashion" really exploded and peaked when online shopping become popularly so it was so successful that fast fashion retailers have gradually taken over the high fashion street.

It has been said that the fast fashion brands have taken the looks as well as some design elements from the top fashion designers and cooks them quickly with the dizzying speed of production and the short life cycle of a garment.

2. Short life cycle of "Fast Fashion" designs

The life cycle of a "Fast Fashion" design is extremely short and continues to be shortened each year.  It has been said that hundreds of designers from "Fast Fashion" brands began to "copy" ideas drawn from the Fashion Week seasons from famous fashion houses and then sketched and created new designs for their own collection and moved to developing countries for outsourcing.  About 3 weeks later, the most trendy and eye-catching clothing models will be available on shelves at all "Fast Fashion" stores worldwide.  Massive marketing campaigns will flourish and infect consumers' minds, forcing them to go shopping to catch up with trends and then throw them away for a few months.  Simply because the item is "out of date" and also because the quality of the clothes of these brands is often not very durable.

 Today fast fashion brands produce about 52 "mini seasons" per year.  This means at least one new "collection" per week.  It has been said that one brand among these fast fashion brands started the fever by switching to distributing new goods every two weeks in the early years.  Since then, it has become the standard in which this brand has always been in high supply.  This model has helped retail fashion businesses not run out of a certain fashion sense and isolate different customers.  

3. Psychological obsession for consumers

It is said that the fashion brands know how to redirect the consumer habits of the masses:  When you visit Gucci or Chanel stores in October, you know well that those products are still in store until February. But in the fast fashion brands' stores, you have to understand that if you don't buy right away, it will be replaced within 11 days, the whole product will be replaced by another item. You are in the middle of choosing to buy it now or never to buy it again. And because the price is so cheap, you are likely spending money to own them immediately. 

"Fast Fashion" brands easily attract a huge number of customers because the quickness of trend updates comes with low prices.  It is also for this reason that the clothes of "fast fashion" brands are easily "out of fashion".  Similarly, consumers influenced by the psychology of following the trend of the crowd plus the desire to change quickly the closet will also reject a large amount of clothes after a short time of use because they will simply find out new favorite designs in just a few days.

Some "Fast Fashion" brands are adept at marketing all sorts of new trends.  This creates an unstable mentality for users that is: have to shop a lot, a lot to be able to update more "trendy" and "trendy" styles.  If they do not continue to spend money on buying more clothes, they will have an full of clothing wardrobe and still "nothing to wear".

Regardless of any country, middle-income people will make up the majority and the demand for this segment will often be low-cost products with beautiful designs.  Capturing the psychology of mass consumers, especially the young, the "Fast Fashion" firms have launched products that are almost identical to the collections of high-end fashion brands but at lower prices of just 1/10.

"Fast Fashion" is becoming so big that even high-end brands can't turn away.  The handshake between the "big" brand and the affordable firms to launch a series of combined collection is a clear proof of that.  Instead of having to shop for Versace, Balmain, Alexander Wang, ... fans can now also hunt for lower quality products that are "crafted" from the hands of the top designers themselves.  It is also for this reason that the line between high fashion and affordable firms has never been shortened.

4. Consequences cannot be denied

So, how does fast fashion affect?  The rapid trend change causes the psychology of buyers to change continuously and creates a huge amount of clothing waste.  The annual average worldwide, the amount of waste from "Fast Fashion" is always at a high level compared with many other types of waste.  In addition, the "joining hands" of the media industry with a series of celeb / kol have used their fortune to make "fashion haul" with a few dozen clothes each time (fast fashion brands have very cheap prices) seems to drive consumer consumption on clothing even more.

 We buy clothes, and then we throw them away very soon, out of fashion, for quickly spoiling, because they don't fit, all those wastes, unknowingly, cause a huge amount of waste and hard to destroy;  Because in order for their product prices to be as low as possible, these fashion brands have to use cheap materials, often with plastic components in them.  Not only that, but "Fast Fashion" is also harmful to the environment because they only outsource to inexpensive factory chains, which will often create products from toxic chemicals.  Where will that toxic chemical go?  All are poured directly into the river, stream and pond water sources near the factory, becoming a source of water for living, absorbing and polluting the soil, leading to pollution of an ecosystem.

In addition to the direct environmental effects, the "Fast Fashion" firms are known for their extremely cheap wages ($1-2 per working day), forcing workers to work exceeding the specified time (12-14 hours per day), in an extremely toxic working environment with dye chemicals.  It has been said that these workers were treated badly, cursed at, beaten, even sexually abused at the workplace, and unable to quit their jobs or report them to the authorities.

It's time people need to sit back and think about the question "Where will be our exit to go out in this mess?"

Fashion fashion’s consequences: the mess need to be solved

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