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The term, fast fashion has increased in the amount of people and companies that refer to it. Do we really know what fast fashion is and if so, how do we know when a company contributes to fast fashion? This blog post will go on to explain what fast fashion is, where does it originate from, and what you should be looking out for.
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What is fast fashion?
As explained in the above image, fast fashion is rapidly produced clothing items for multiple seasons and the latest trends at a remarkably cheap price. This new way of shopping has contributed towards a throwaway culture with the addiction of needing to wear on trend, celebrity styled outfits. With such a high demand, mid seasons have formed to create a time for more catwalk shows or new collections. Companies are constantly having to compete with lower prices which takes a toll on stock distribution, the garment quality and company values. The reason why fast fashion has risen in popularity is due to the convenience. Fast fashion allows people to own garments worn by celebrities only one week ago. The cheapness of the garments means the pieces can be thrown away or forgotten when the consumer wants to buy the next celebrity fad without feeling guilty.
Where does fast fashion come from?
Fast fashion comes from multiple sources, the main two being catwalks and social media. The cycle of fashion is usually from catwalk, to high end retailers, eventually making it to the high street; with the design element being watered down in the process. In recent years, designers have taken influence from the high street to create collections ready for the catwalk, meaning fashion is now making a full circle. There is many stages to the fashion cycle, however, with the demand of fast fashion meeting new records of consumption each year for the past ten years, certain elements have been compromised. To keep up with recurring demands and the competition of cheap prices, companies have taken their production factories abroad. This is due to labour costs being significantly less and the working conditions are not regulated. The factory staff are also pushed to their limits to meet unnecessary targets for production, contributing to the company being able to lower the cost of each garment. This also contributes to the staff being ill mentally and physically.
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What should you watch out for?
With the term ‘fast fashion’ increasing in the amount it is used, it makes it difficult to see which business’ are genuinely wanting to make a difference and who is just following current trends. One common occurrence is business’ green washing their consumers. Greenwashing is a new term for brands promoting ethical production within the company when some or all given information may not be true. To make sure the company does not try to greenwash you, make sure to research the company. This could be as simple as checking out how they promote themselves on social media, their bio, chosen influences etc. Another way you can check is by looking at the products on sale online or instore. This is because you can observe the quality of the manufacture, fabrics used, and price points. Brands who are serious about reducing fast fashion norms will usually have easily accessible traceability information about their company. Make sure the company does have information about their workers, factories, sourcing etc. to ensure the quality of traceability.
As a mini task, have a look at brands you would not usually purchase from, ranging in low, medium, and high price points. This is for you to gain understanding of different quality garments, presentation, and different fabrics. Just remember, a high priced label does not always mean better products.
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