The Detrimental Effects of Fast Fashion on The Fashion Industry

Introduction

Fast fashion, a trend characterized by high speed and low prices in the fashion industry, has brought about various negative consequences, such as pollution and textile waste. However, its impact on the fashion industry as a whole deserves closer examination. This essay aims to argue that fast fashion has mostly had a detrimental effect on the industry.

Discussion

Fast fashion has cultivated a new consumer culture where companies like H&M, Gap, and Buffalo offer popular and cheap clothing, leading to excessive consumption. This behavior is even considered a mental disorder by some specialists, yet it is perceived as normal by the majority. The wide range of options and appealing features make it hard for customers to resist the temptation to buy more (McNeill & Moore, 2015). Retailers also contribute to this culture by holding big sales and offering discounts. Shopping not only satisfies customers' desire for trendy clothes but also boosts their confidence and self-esteem. However, this excessive consumption is a departure from the previous generation's more modest approach to clothing. Additionally, modern consumers often do not use most of the clothing they purchase, leading to an enormous growth in the fashion industry (Singh, 2017). The global fashion industry was valued at approximately $1.4 trillion in sales in 2017 and is predicted to reach $1.65 trillion by 2020 (Singh, 2017). These statistics indicate a significant increase in spending on clothes and a growing interest in shopping.

The rapid development of the fashion industry can be attributed to the phenomenon of fast fashion that emerged in the early 21st century. People's desire to look trendy, cultivated by celebrity culture, led to the production of affordable clothes that replicated designs from high-end fashion brands like Prada and Louis Vuitton (Brooks, 2015). Companies like Zara and Uniqlo successfully implemented fast fashion strategies through efficient supply chain systems and elaborate logistic operations (Turker & Altuntas, 2014). This new approach disrupted the traditional four-season fashion calendar and introduced micro-seasons. Fast fashion companies also adopted limited stock strategies, allowing them to import up-to-date products multiple times a week (Cook & Yurchisin, 2017). This global phenomenon of popular and inexpensive clothes has created a real addiction to shopping, facilitated by globalization and the availability of these products in every country (Choi et al., 2014).

Fast fashion has also transformed the fashion industry by becoming a leader, while prestigious brands have struggled to maintain their influence. High-quality brands find it difficult to compete with fast fashion companies that offer similar products at much lower prices. This shift in consumer perception has resulted in luxury brands collaborating with fast fashion firms to increase their value. However, these partnerships often face challenges such as intellectual property theft (Brooks, 2015).

Conclusion

In conclusion, fast fashion has had a negative impact on the fashion industry. It has promoted excessive consumption and the production of low-quality clothing. Luxury brands have lost their traditional value, and the industry as a whole has been affected. Fast fashion companies primarily replicate the products of successful designers, focusing on cost reduction and fast production cycles at the expense of quality. It is crucial to address this multifaceted issue by supporting luxury brands as industry leaders and highlighting the negative effects of the consumer culture cultivated by fast fashion on the global economy.

Reference List

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