Fast Fashion

Fast fashion is a business model in the fashion industry that focuses on producing low-quality clothing with the latest trends quicker and cheaper. The manufacturer produce these products in bulk to meet leverage the demand. It includes speedy design, production, and marketing to provide consumers with varied styles at a lower cost.

Fast fashion is popular despite its negative environmental impact. It's a tactic that relies on quick design to attract those interested in the latest trends. In addition, people find it more cost-effective to buy inexpensive clothing with shorter life spans than to spend money on expensive high-end clothing lines that gradually lose appeal.

• The fast fashion industry is a part of the fashion industry that encourages the rapid production of cheap, low-quality clothing and accessories to be replaced quickly with newer trends.
• The industries make huge profits from it despite the harm it causes to the environment. It pollutes the natural resources, contaminates the food chain, and creates health issues for humans and animals.
• A slow fashion system shall be encouraged to prevent the fast fashion problems. Consumers can opt for local artisans and eco-friendly items as an alternative.

Fast fashion is the result of fashion industries ramping up manufacturing low-cost fashion lines to keep up with rapidly shifting trends. Brands take inspiration from runway looks and produce clothes in large quantities to meet customers' demand for frequently changing trends.

As a result, consumers often get to wear new and stylish clothes at affordable rates. Since these clothes are available at low prices, the concept of fast fashion is widely popular irrespective of the environmental damage it causes. Although new varieties and styles are always welcome, it comes with a price; they contribute to pollution, landfills, health issues, and herd mentality. Large-scale disposal of clothes adds to the wastage on the planet. And there will be societal pressure to follow the trends that everyone else is following. Furthermore, some people think that these clothes are a product of the exploitation of poor workers in developing countries where the production takes place. We often hear stories of the big brands compelling them to work in harsh conditions for poor pay.

Consumers know that these clothes won't last because they're made faster and in larger quantities and replaced soon enough. Super-quick productions are rarely stress-tested before being marketed to cut costs, and synthetic fabrics are commonly employed. Fast fashion brands support this strategy since it generates a lot of money. Even if they lose money, this sector will be able to rebound swiftly by producing a new design or product because of the pace at which fashion moves.

Let us take a look at these examples to understand the concept better.

Example #1

Let us say a new style of ripped denim jeans has entered the market. The designers have showcased it in several runaways and have managed to capture the attention of the masses. In addition, several celebrities are caught wearing the same at a few global events. Naturally, the common people, especially the young people, want to replicate the trend in their day-to-day lives. Therefore, the clothing companies began rapid production of these specific denim types and made them available to people at low costs.

Even though most people are aware that the trend is not to stay here for long, as ripped denim is not an ideal choice for professional environments or middle-aged people, many youngsters buy it just for the sake of going with the trend. In addition, the clothes are not meant to last as they are low quality. Once the trend runs out, they dispose of the clothing item, contributing to throw-away culture, thus aiding environmental pollution.

Example #2

This example gives readers a basic idea of how the fashion industry favors the system.

2013 was a year that witnessed one of the shocking events in fashion history. Rana Plaza, an eight-story tall retail and apparel manufacturing complex, crumbled, killing more than 1100 and gravely injuring 2500 people. Many think that it is one of the most deadly fast fashion industry accidents. The incident got worldwide media coverage and revealed the involvement of big fast fashion brands such as H&M, Zara, Walmart, etc. However, these companies refused to take responsibility for the mishap.

This tragedy occured mainly because of poor working conditions. The workers had to work in such situations to fulfill the giant pile of orders these fast fashion brands gave. They earned meager amounts, to begin with, and even after the tragedy, brands were reluctant to provide compensation. Incidents like Rana Plaza show us how consumerism has overtaken the moral obligations o society by ignoring the negative impact of fast fashion on the environment.

#1 - Production hazards

Manufacturing of clothes requires the making of natural and synthetic fibers. For example, cotton and Polyester are two popular fast-fashion materials in the U.S. Polyester is a derivative of oil, and cotton requires huge amounts of water and pesticide for production. In addition, dyeing those clothes contributes to releasing and increasing pollutants in the food chain. Chemical contaminants generated in the process, such as heavy metals and toxins, can adversely impact the health of wildlife and humans.

#2 - Waste

Consumers feel the need to replace clothes with newer clothes frequently when produced in faster and larger quantities. While the unsold inventory is already filling up spaces, used clothes contribute to the problem. They become solid waste and clog waterways. Whether used or not, these clothes add to the heaps of synthetic wastage that is already choking the planet.

#3 - Microfibers

The synthetic fabric used in clothes releases microfibers. They are synthetic fibers with less than ten micrometers in diameter resulting from the degradation of larger plastic into smaller plastic particles. Microfibers majorly enter waterways through landfills or washing machines into the drains, the sewer systems, and the ocean. Fishes consume them, and humans consume fishes, ending up in the human body. Microfibers can cause various adverse health effects, including respiratory issues.

#4 - Stress on Natural Resources

The United Nations estimate that manufacturing one denim pair of jeans requires 1kg of cotton, and the water requirement is 10000 liters. That is ten years of water consumption per person! Since there is already a growing demand for clean water with the growing population, fast fashion contributes to the problem. The UN also states that the production of these clothes accounts for nearly 10% of the global greenhouse gas emissions.

As their names suggest, they are opposites of each other. Fast fashion is producing cheap low, quality clothes in massive numbers. On the other hand, slow fashion is hand-woven, slow- artisan-made, of high quality, and priced on the higher end. It is not seasonal, intended to serve for long periods, and is sustainable. It places quality over quantity. They also contribute to fair wages and zero wastage. Fast fashion has clothes for several and micro seasons, but slow fashion is made in low volumes and as limited editions rather than being produced in large numbers. The ingredients used in finished fashion products are locally and legally sourced, with organic natural dyes and materials. They may include recycled materials.

Parallel to the minimalism movement and worldwide awareness to lead an eco-friendly life, slow fashion is gaining momentum. The newer generation is opting for good quality products that last longer and are also one-time investments. Shopping for a lesser amount is also gaining popularity as a minimalistic lifestyle.

This has been a guide to Fast Fashion & its Definition. We explain its environmental impacts, examples & its differences from slow fashion. You can learn more about economics from the articles below –

• Luxury Item
• Inferior Goods
• Multilevel Marketing