{"id":3278,"date":"2019-01-29T09:33:19","date_gmt":"2019-01-29T04:03:19","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3278"},"modified":"2024-04-30T10:19:32","modified_gmt":"2024-04-30T04:49:32","slug":"fast-fashions-rapid-and-growing-digs-at-sustainability","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/retail-trends\/fast-fashions-rapid-and-growing-digs-at-sustainability\/","title":{"rendered":"Fast Fashion\u2019s Rapid And Growing Digs At Sustainability"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f82689d06c6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f82689d06c6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/fast-fashions-rapid-and-growing-digs-at-sustainability\/#the-%e2%80%9cpeople%e2%80%9d-problem\" title=\"The \u201cPeople\u201d Problem\">The \u201cPeople\u201d Problem<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/fast-fashions-rapid-and-growing-digs-at-sustainability\/#the-business-problem\" title=\"The Business Problem\">The Business Problem<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/fast-fashions-rapid-and-growing-digs-at-sustainability\/#transparency-is-the-way-forward\" title=\"Transparency is the way forward\">Transparency is the way forward<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/fast-fashions-rapid-and-growing-digs-at-sustainability\/#influencing-differently\" title=\"Influencing Differently\">Influencing Differently<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400\">In a consumer economy every trend, design, and pattern is determined by what the end user would like and prefer. To keep up, brands all over the world have introduced the concept of fast fashion as a way to get people the trends they want, as soon as they want it, and at reasonable prices.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Fast fashion was invented as a means to instant gratification. Luxury and semi-luxury goods that were once out of reach for most people can now be obtained at a fraction of the price.<\/span><\/p>\n<p><span style=\"font-weight: 400\">To achieve that objective, brands need to churn out inventory faster than ever. As a result, the fast fashion industry is plagued by wastage and allegations of malpractice. Some of the complaints on these<\/span><a href=\"https:\/\/www.theguardian.com\/books\/2003\/may\/04\/fashion.shopping\"><span style=\"font-weight: 400\"> \u2018McFashion\u2019<\/span><\/a><span style=\"font-weight: 400\"> brands include:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400\">Poor conditions in their manufacturing hubs<\/span><\/li>\n<li><span style=\"font-weight: 400\">Promises of sustainability not translating into real action<\/span><\/li>\n<li><span style=\"font-weight: 400\">The addition of tons of unused clothing and inventory to overburdened landfills<\/span><\/li>\n<li><span style=\"font-weight: 400\">Incentivizing customers to buy more over time<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">But, can we really blame fast fashion as an industry? The fact remains that people do want good clothes at throwaway prices. They also may not be too concerned about these clothes having a shorter shelf\/ wardrobe life. On the other hand, for the business model to burgeon, brands need to keep churning out more designs as quickly as possible.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-%e2%80%9cpeople%e2%80%9d-problem\"><\/span><b>The \u201cPeople\u201d Problem<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3279\" aria-describedby=\"caption-attachment-3279\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3279\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/consumer-kq0D-621x414@LiveMint-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/consumer-kq0D-621x414@LiveMint-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/consumer-kq0D-621x414@LiveMint.jpg 621w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3279\" class=\"wp-caption-text\">Source: LiveMint<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">As a generation, we have been shaped by quick, easy and effortless access. We tap into <\/span><a href=\"https:\/\/www.google.com\/\"><span style=\"font-weight: 400\">Google <\/span><\/a><span style=\"font-weight: 400\">for information. We don\u2019t need to cook our meals anymore because we can always grab lunch on the go, or order in. The degree of effort involved in consuming anything is relatively low today as compared even to a few years ago.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The same goes for fashion. Clothing, once reserved for special occasions, passed down as heirlooms and having a special place in society is replaced by newer notions of \u2018buying every time we pass by.\u2019 For instance, the ugly sweater trend is now almost a tradition in several Christmas parties. Did you know that it <\/span><a href=\"https:\/\/www.thoughtco.com\/the-ugly-christmas-sweater-1992591\"><span style=\"font-weight: 400\">has its origins<\/span><\/a><span style=\"font-weight: 400\"> in the tradition of knitting for the family around the chilly time of year? An ugly sweater was representative of the outpouring of love by a (usually elderly) family member who would knit sweaters for everyone, often in outrageous patterns.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Today, there\u2019s a different ugly sweater for each party, available in stores and online.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The evidence is in- people are the driving force for fast fashion businesses. Our incessant demand may just be the reason why the planet is heaving.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But because of sheer numbers (7.7 billion strong and counting), we also present a problem on the opposite end of things.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Let me introduce you to:<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-business-problem\"><\/span><b>The Business Problem<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Because of growing awareness surrounding the use-and-dispose nature of fast fashion, brands are trying to cut down on their impact both as independent entities and as a collective. As early as 2020, <\/span><a href=\"https:\/\/www2.hm.com\/en_us\/index.html\"><span style=\"font-weight: 400\">H&amp;M<\/span><\/a><span style=\"font-weight: 400\"> has made a promise to use pesticide-free cotton, and <\/span><a href=\"https:\/\/www.zara.com\/\"><span style=\"font-weight: 400\">Zara<\/span><\/a><span style=\"font-weight: 400\"> wants 10% of its products to come from recycled sources.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Beyond that, brands like<\/span><a href=\"https:\/\/www.nike.com\/\"><span style=\"font-weight: 400\"> Nike <\/span><\/a><span style=\"font-weight: 400\">are also taking steps in the right direction. <\/span><a href=\"https:\/\/news.nike.com\/news\/sustainable-innovation-air-bag-manufacture\"><span style=\"font-weight: 400\">The brand claims <\/span><\/a><span style=\"font-weight: 400\">that 75% of all their products now contain at least one recycled element. With the plastic they cannot reuse, they\u2019re building basketball courts.<\/span><\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_3280\" aria-describedby=\"caption-attachment-3280\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3280\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_286760894-300x199.jpg\" alt=\"\" width=\"750\" height=\"498\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_286760894-300x199.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_286760894-768x510.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_286760894.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3280\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Popular <\/span><a href=\"http:\/\/about.hm.com\/en\/sustainability.html\"><span style=\"font-weight: 400\">brands<\/span><\/a><span style=\"font-weight: 400\"> run initiatives that accept used clothing and promise to recycle, among other commitments. Now, imagine a billion people buying more, simply because they can now close the loop on their purchases and be guilt-free about it. Even people who may have considered restraint earlier as a way to reduce their buying and disposal footprint would now be enticed to buy more because their used clothing is going to be recycled.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is a bit like saying that our commitment to our waste is only until we drop it in the dustbin. Unfortunately for us, the time has come to make it our responsibility until it either reaches the landfills or becomes recyclable.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"transparency-is-the-way-forward\"><\/span><b>Transparency is the way forward<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3281\" aria-describedby=\"caption-attachment-3281\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3281\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/transparency-business_1940x900_33681-300x139.jpg\" alt=\"\" width=\"750\" height=\"348\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/transparency-business_1940x900_33681-300x139.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/transparency-business_1940x900_33681-768x356.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/transparency-business_1940x900_33681.jpg 970w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3281\" class=\"wp-caption-text\">Source: Dev Kerpen<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Let\u2019s dive into this section with a very relatable analogy. Whenever we opted-in to receive email updates from companies we trust, very few of them send a follow-up email asking if we would indeed want to receive communication. To a brand, it seems counterintuitive to cross-check when someone\u2019s already given their confirmation. After all, why give them a chance to change their mind?<\/span><\/p>\n<p><span style=\"font-weight: 400\">Yet, marketing experts always agree that sending that follow-up email and allowing people to unsubscribe even at this stage simply improves the overall quality of the database. Since people have now actively chosen to receive updates, twice, they\u2019re much more likely to engage with the contents of future emails.<\/span><\/p>\n<p><span style=\"font-weight: 400\">And so it goes with fashion brands and information. <\/span><a href=\"https:\/\/www.burberry.com\/\"><span style=\"font-weight: 400\">Burberry<\/span><\/a><span style=\"font-weight: 400\"> is considered one of the most transparent brands in the industry today. In early July 2018, they admitted to destroying over $40 million of unsold inventory, by burning it. While they received flak for it, the question on everyone\u2019s mind was singular- how much more are the other folks burning?<\/span><\/p>\n<p><span style=\"font-weight: 400\">Brands that have taken up initiatives to do good must also go a step further and tell people about the impact of said initiatives. For example, unless a human crisis takes place on the scale of what we saw in Bangladesh in 2013 in which more than a thousand people died, we are usually unaware or ignorant of the working conditions in sweatshops around the globe. Several fashion labels have vowed to provide better wages and working conditions to everyone in the supply chain across the world, and for consumers, it would be good to see some of these actions quantified and shared widely.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Likewise, how many used clothes does the recycle initiative receive each year? How are they sorted and sifted? Apart from making textile fiber, how else are the products used? For example, what happens to synthetic clothing and apparel with waterproof layers?<\/span><\/p>\n<p><span style=\"font-weight: 400\">Providing such information upfront is definitely not good for sales, at least initially. But over time, a mindset shift is bound to happen, and only brands can facilitate that. It may seem like an impossible dream today, but cultural changes are known to occur. The best way to start is by providing all of the information needed to make a choice.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"influencing-differently\"><\/span><b>Influencing Differently<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3282\" aria-describedby=\"caption-attachment-3282\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3282\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/download-203x300.jpg\" alt=\"\" width=\"750\" height=\"1108\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/download-203x300.jpg 203w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/download.jpg 300w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3282\" class=\"wp-caption-text\">Source: Michelle Chavez<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Luckily, in the social media era, brands are not alone in wanting to bring about a shift. Influencers on different platforms, usually Instagram, often dictate what their massive horde of followers believe in, advocate and eventually consume.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Brands can look at these influencers to bring about a cultural shift in a gradual manner that does not shake people out of their current comfort zone. The best way to make cultural shifts happen is to give them time to evolve.<\/span><\/p>\n<p><span style=\"font-weight: 400\">With more brands advocating change, influencers will rise to the occasion and start advertising more conscious buying. As a result, people will slowly, but eventually shift back to the good old times of delayed gratification.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Due to the amount of space they occupy in consumers\u2019 minds, brands can achieve this change in small but effective ways. For example, let\u2019s start with the product tag. Instead of saying, \u201cThis product was made from 50% recycled textiles\u201d, stating, \u201c20 clothes were recycled to produce this coat\u201d emphasizes the matter on hand without driving customers away.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Such labeling gives people a chance to reconsider, and hopefully spend on a costlier piece of clothing instead, but one that comes with the promise of lasting longer. Fast fashion brands, too, can benefit from such a business model because they can sell each product for a premium while also manufacturing lesser, and having to dispose of dead stock even lower.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Once the shift is complete, fast fashion brands move to a more sustainable business model for themselves, consumers invest in products that serve them well for long, and the true essence of sustainability comes to the fore, with lesser production and more use, a real closing of the loop. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> In a consumer economy every trend, design, and pattern is determined by what the end user would like and prefer. To keep up, brands all over the world have introduced the concept of fast fashion as a way to get people the trends they want, as soon as they want it, and at reasonable prices.  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3289,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1523,1161],"tags":[30,154,51,150,10],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fast Fashion\u2019s Rapid And Growing Digs At Sustainability | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"Discover the evolving landscape of fast fashion and its complex relationship with sustainability. Explore the industry&#039;s challenges, including wastage and consumer demand, alongside efforts by brands to mitigate environmental impact. 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