Introduction
Fashion is an industry to which each individual contributes, either directly or indirectly. The current market is saturated with a variety of brands. Some offer luxury goods, while others sell handmade ones. For other companies, the selling point is to offer unique design pieces. However, it is essential to acknowledge that the most prominent brands are those combining trendy styles with a price that the consumer will find attractive.
The industry as a whole became an outlet for in-and-out styles that change by the week. As a result, the concept of fast fashion was established. The current paper exemplifies fast fashion through a reflection on its background, its problematic impacts on sustainability, overconsumption, and ways to mitigate environmental damage. Specifically, purchasing from ethical brands and considering second-hand clothing can help mitigate the negative impacts associated with the current state of the clothing industry.
Background
The clothing market has undergone dynamic changes over the years. Trends, styles, and materials have evolved from the linens, wool, and silks worn in ancient times to the current fabric selection, including polyester and denim. Nonetheless, fashion has always been used as a status symbol, as exemplified by fur coats, which were historically associated with a high socioeconomic class (Shin and Jin). However, in the past, the accessibility of goods was limited, and it was challenging to replicate a trend worn by aristocrats and reproduce it with affordable materials.
The industry has since evolved. Clothing brands implement designs to remain relevant, up-to-date, and trendy. Hence, the pieces sold by an expensive clothing company can resemble those offered by more affordable retailers. However, the opportunities to produce affordable clothing quickly have increased, and demand has become more substantial.
Customers who have access to affordably priced items are willing to invest in quantity and have a variety of pieces that suit their activities and lifestyles for any occasion. Currently, the fashion industry has reached an audience and saturation that it has never experienced before. This, however, has led to a variety of negative impacts that will be discussed further.
Characteristics
Fast fashion is a branch of the clothing business, characterized by specific qualities that distinguish it from other areas. Namely, researchers emphasize that brands make pieces of clothing that are, by definition, designed to be disposed of after a short time (Centobelli et al.). Hence, they are made from inexpensive, non-durable materials, are trendy yet not timeless, and are not crafted in a way that allows the consumer to wear them years after purchasing. Besides traits associated with the products themselves, the industry is similarly unique in its nature.
Unsustainability is one of the characteristics associated with fast and ultra-fast fashion (Dzhengiz et al.). This includes the excessive amount of water used in clothing production, pollution, microplastics, and the release of greenhouse gases. Relevant literature mentions that the fashion industry is responsible for 20% of global water pollution and 10% of all greenhouse gas pollution worldwide (Dzhengiz et al.). The fast-fashion branch of the fashion industry is inherently detrimental to the environment. Organizations often do not invest in practices that mitigate the adverse effects they cause, instead prioritizing financial focus on the supply chain and sourcing of cheap labor and materials.
Sustainability
A variety of fashion brands make sustainability claims. They can be correlated with a low carbon footprint, recycling programs, sustainable sources of materials, and fair working conditions for laborers involved in the production process. However, the truth is that the apparel market continues to generate a growing environmental burden every year.
Consumer demand for large quantities of clothing at an affordable price drives manufacturers to cut costs. Literature mentions that the real prices for footwear alone have halved within the last two decades due to the changes in material and quality (Pucker). Needless to say, the ability to create cheaper pieces implies that consumers will have more opportunities to purchase a broader range of items. This, however, contradicts the principles of sustainability and introduces significant drawbacks.
As illustrated previously, the areas in which the fashion industry creates the most risks are water consumption and pollution. Researchers suggest that brands within this market are the second-biggest consumers of water among all industries (Maiti). Additionally, water pollution is another significant threat associated with modern production practices. Sustainability, however, goes beyond the primary environmental concern.
One area where affordable clothing brands can save money is labor costs. As a result, countless underpaid workers, some of whom are underage, work in hazardous conditions to meet the demand for products being produced quickly and cheaply (Nguyen). Human rights violations, dangers, hindered well-being, and low wages are typically the conditions offered by brands within the industry whose manufacturing facilities are in countries such as Bangladesh, China, India, and Vietnam.
Overconsumption
The level of consumption in most industries is relevant to one’s socioeconomic status. Researchers note that overconsumption is rooted in the desire to achieve a “good life” (Vladimirova 102). A “good life” is, to an extent, an economic concept that emphasizes one’s ability to spend more. Fast fashion enables people from diverse socioeconomic backgrounds to access a range of goods without requiring excessive wealth.
However, the affordability of clothing is a key factor in overconsumption. The term itself implies the overuse of goods and services. Companies facilitate the phenomenon through effective marketing, attractive prices, deals, and trends. Individuals, on the other hand, feel pressure to conform to their peers and role models by dressing in a manner deemed fashionable at the time. Overconsumption is directly linked to the aforementioned sustainability barriers, as most affordable clothes do not last and are often discarded after a short period, ultimately ending up in landfills until the following collection prompts consumers to repeat the cycle unknowingly.
Solutions
Despite the current market conditions, consumers can employ various solutions to mitigate the adverse effects of fast fashion. Needless to say, supply depends on demand, which is why a scenario in which people seek different options can have a significant positive impact. First and foremost, investing in sustainable clothing can help mitigate the risks associated with sustainability issues. There are countless brands that, despite the demand for fast and affordable pieces, choose to invest in ethics when it comes to sourcing materials, labor, and delivery. For example, companies specializing in goods made from organic, sustainable-sourced materials, such as linen and cotton, or vegan, non-plastic leathers made from apple, cork, or fruit waste, offer high-quality options.
Contrary to opposing beliefs, consumers do indeed appreciate marketing that aligns with environmental contexts (Mandarić et al. 176); however, such organizations are typically smaller and less exploitative towards their employees and those involved in collecting the raw materials. As a result, the clothing items are significantly more expensive than those offered by fast-fashion brands such as H&M, Zara, Forever 21, and Shein.
The high price of such goods becomes less of a problem in the context of the second solution. The solution is linked to the previously highlighted problem of overconsumption. The fact that the quality has decreased alongside the price generates the need to purchase more and, as a result, contributes to the lack of sustainability in the apparel market.
However, by investing in high-quality, sustainably produced clothing, the need to buy new goods on a monthly or seasonal basis is eliminated. One of the biggest challenges faced by environmentalists is the sheer amount of clothing that ends up in landfills, as well as the per-capita waste generated during the production of goods (Vesterinen and Syrjälä). Ethical brands, however, are focused on utilizing previously unused materials and minimizing overall waste.
When it comes to facilitating a less harmful market, the responsibility lies with brands to minimize the risks they create. At the same time, consumers have the power to either endorse or avoid specific organizations as their business strategies do not align with the values of the potential buyer. Hence, an additional solution that people can adhere to is shopping for used, second-hand items instead of new ones.
Shopping for used goods is linked to the establishment of a circular economy (Persson and Hinton). The same researchers note that the alternative to fast fashion reduces the amount of water wasted, as well as the additional waste generated in clothing production. Second-hand shopping has become increasingly popular due to growing concerns about environmental issues and climate change. By engaging in this activity, consumers support the “reduce, reuse, recycle” motto, contribute to a less damaging fashion industry, and minimize the ecological burden.
The aforementioned solutions involve choosing better options by investing in ethical businesses. However, as highlighted in the previous sections, over-purchasing of goods is one of the drives that motivates fast-fashion brands to create new items every month. The solution is to practice mindful consumption, which implies that the buyer is aware of their actions as a result of self-reflection (Milne et al. 3). Buyers often act on impulses and momentary desires when making purchases, which leads to investments that would otherwise be avoided. Customers can ask themselves questions such as “Do I really need it?” or “Do I have something similar that I can wear without buying something new?” to be more rational when buying fashion items. Needless to say, the approach will generate a healthier approach to shopping, which will help individuals move from overconsumption to economically, environmentally, and ethically driven purchasing decisions.
Conclusion
The fashion industry is one of the primary contributors to water pollution and waste generation. Fast-fashion brands often lack sustainable practices. They waste and pollute large quantities of water, exploit workers, generate significant textile waste, and produce low-quality clothes that often do not last more than one season. As consumers, the solution is to invest in sustainable fashion companies and shop in second-hand clothes. When it comes to overconsumption, mindful consumerism can help reduce the number of items purchased and satisfy the urge to act on impulse when buying new clothing.
Works Cited
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Dzhengiz, Tulin, et al. “(Un)sustainable Transitions Towards Fast and Ultra-Fast Fashion.” Fashion and Textiles, vol. 10, no. 1, 2023.
Maiti, Rashmila. “Fast Fashion: Its Detrimental Effect on the Environment.” Earth.Org, 2023.
Mandarić, Doroteja, et al. “The Impact of Fashion Brand Sustainability on Consumer Purchasing Decisions.” Journal of Risk and Financial Management, vol. 15, no. 4, 2022, p. 176.
Milne, George R., et al. “Mindful Consumption: Three Consumer Segment Views.” Australasian Marketing Journal, vol. 28, no. 1, 2020, pp. 3–10.
Nguyen, Lei. “The Danger of Sweatshops.” Earth.Org, Earth.Org, 2022.
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Pucker, Kenneth P. “The Myth of Sustainable Fashion.” Harvard Business Review, 2022.
Shin, Daeun Chloe, and Ellie Jin Byoungho. “Do Fur Coats Symbolize Status or Stigma? Examining the Effect of Perceived Stigma on Female Consumers’ Purchase Intentions Toward Fur Coats.” Fashion and Textiles, vol. 8, no. 1, 2021.
Vesterinen, Essi, and Henna Syrjälä. “Sustainable Anti-Consumption of Clothing: A Systematic Literature Review.” Cleaner and Responsible Consumption, vol. 5, 2022.
Vladimirova, Katia. “Consumption Corridors in Fashion: Deliberations on Upper Consumption Limits in Minimalist Fashion Challenges.” Sustainability: Science, Practice and Policy, vol. 17, no. 1, 2021, pp. 102–116.