Fast Fashion or Fast Destruction?
Over several decades, there has been
a controversial debate about the true cost of fast-fashion pieces versus investment
pieces. Consumers have longed to dress in designer garments that they have seen
modelled on celebrities, athletes and royalty. However, the issue has always
been the high-cost of these unique pieces and the ability to actually purchase
them. With this consumer base, fast-fashion retailers then thrive on the
opportunity to copy these original designer garments, have them on the shelves
within 1-2 weeks and sell them for a fraction of the price. Unfortunately, this
has its pros and cons to the industry and effects it in many ways in which we
will look at both consumer sides of this debatable topic.
In the late 1990’s, the idea of fast-fashion
came into the market as promoted by brands such as the Gap, Nike and Adidas.
Today, our fast-fashion market is dominated by 3 retailers: H&M, Zara and
Forever 21. According to Investopedia, “Fast-Fashion”
is defined as, inexpensive designs that
move quickly from the catwalk to stores in order to meet new trends. These
designs are usually known as, fads
and have a short lifespan in the fashion industry. This includes certain
colours, patters, graphic designs and clothing with sayings on them. This benefits many consumers to purchase
these pieces at a lower cost while still being able to re-create these celebrity
looks instantly. Who wouldn’t want to look like Kendall Jenner in a big, bright,
red puffy coat? For those who want to update their wardrobe or keep up with
these rapid trends, fast-fashion retailers are the absolute goldmine for this demand. Fads come off
as intriguing, unique and daring and it allows for that quick craving to be
bold and trendy while it’s in the market and on the streets. From a marketer’s
stand point, fast-fashion lets for a broader market to support the industry and
designer’s pieces with wearing similar or mimicked styles from the original collection.
This is seen greatly H&M and Zara, as they have been controversially known
for copying pieces from Gucci, Alexander Wang and Celine.
On the other hand, fast-fashion has been under fire
for copyright infringement of these original designer pieces. With consumers
buying these widely available pieces, original designers lose recognition at
times for the work that they have spent months on. In addition, it devalues the
original pieces when consumers know that they can purchase a replica or “copied”
piece for a fraction of the price.
Back in the 1990’s when
mass-produced styles were becoming the successes and mainstream for retailers,
Nike and Gap were widely criticised for using sweatshop labour to keep up with
the demand of their products. Fast-fashion retailers are able to offer these
low-prices by using cheaper materials that are manufactured overseas, typically
around Asia, India and South America. In order to duplicate a current trend at
a rapid pace, these retailers subcontract with the lowest bidder overseas.
According to an article on Lifehack by Kate Wood, companies, such as Forever
21, would rather have a short-term relationship with these manufacturers in
case they need something produced more rapid and so they do not have to sign
any long-term contracts. These manufacturers may convert certain materials or
designs from original pieces into less expensive fabrics or print designs
instead of embroidery to lower the cost. Moreover, these pieces are designed to
be made easily, quickly and mass produced to keep up with retailer and consumer
demand. Not only do these pieces have a short life-span in the industry, but
they also do not last long quality-wise. By providing business overseas, it
contributes to the decline in Canadian and U.S manufacturing and rather,
promotes sweatshop labour in third-world countries.
Fast-fashion has also received criticism
for its disastrous measures towards the environment. The issue is a result of
people constantly disposing used, and unused, clothing. According to a
Huffington Post article on May 3rd, 2014, the average American
throws out approximately 68 pounds of clothes per year, rather than donating it
to a second-hand shop. Because most fast-fashion garments are made with
inexpensive, petroleum-based fibers that don’t easily breakdown, they will take
many years to disintegrate and will add to the pollutants that are currently in
the earth. Unfortunately, even if you donate used clothes to charity, nearly
half of the donations directly go to textile recyclers, which contributes to coal
pollutants and water waste during the manufacturing process. Moreover, the
fast-fashion business has put a strain on the recycling business of clothing
due to the lower quality of clothing and second-hand stores throwing it away
because it is not in re-sellable condition.
The prices of fast-fashion may
intrigue you to buy a $50.00 coat from Zara, over a designer one, such as
Canada Goose, that looks similar for $800.00; however, there is a cost to
everything. Although the cheaper price of a garment seems much more inclining
to buy, the risk of purchasing it is the poor quality and therefore, the frequency
of having to replace it for every time it breaks down. In contrast, when you
buy that winter jacket that’s $800.00 instead, you increase the worth of the
purchase you made, which results in better quality and longevity, rather than
having to purchase that $50.00 jacket over several seasons to come. In the end,
the cost may be lower, but time and money being wasted outweighs the designer
jacket by a long shot.
This is not fast-fashion, but it’s investing in fashion by buying pieces that will
remain in your closet for any occasion at any time. It’s the relief that the
price tag represents its stretch in the value of what you are tapping into.
Literally. Yes, fast-fashion distorts your sense of value. Nowadays, people
easily drop $10.00 or more on gluten-free and low-calorie lunches, but hesitate
to buy a garment that’s truly worth the price its selling for. We get so lost
in the dollar signs and sale signs, that we are unaware of the value of what we
are buying and with so many options to compare to. So, yes, it’s okay to spend
a few extra dollars on that designer coat you’ve been dying for, because it’s
going to last you a lifetime. It’s okay to indulge. It’s okay to see the value.
And it’s okay to hesitate and be doubtful. But, yes, it’s okay to tap in and
make that Goose jacket all yours.
No comments:
Post a Comment