The textile industry’s business approach of copying recent catwalk trends and high-fashion designs, mass-producing them at minimal cost, and bringing them to retail outlets rapidly while demand is high is known as fast fashion. Fast fashion is also a generic word for the things produced under the fast fashion business model.
In the language of Oxford Fast fashion is inexpensive clothing produced rapidly by mass-market retailers in response to the latest trends.”
Fast fashion grew in popularity in the late twentieth century as clothing manufacturing became less expensive as a result of more efficient supply chains and new quick response manufacturing methods, as well as a greater reliance on low-cost labour from South, Southeast, and East Asia’s apparel manufacturing industries. Primark, H&M, Shein, and Zara are among the retailers who use the quick fashion strategy.
The fast fashion enterprise version in all fairness is new, empowered through the net and mainly through social media posts. In the past, scouts of speedy style manufacturers needed to attend (physically) catwalks to movie and replica high-give up fashion dressmaker creations. Or, recourse to posts on published magazines to duplicate and reflect rare haute couture and restricted version fashion dressmaker creations. Nowadays, speedy style manufacturers have armies of spies scouting celebrities on Instagram 24/7, making sure that the copying manner is nearly instant. As quickly as a superstar wears a completely unique fashion dressmaker piece on social media, speedy style spies spot it and begin the ‘stealing’ manner. Then, the photographs with the superstar sporting the ones designs are accrued and despatched for approval. If the fashion is deemed financially sound, the copying-duplicating manner starts off and evolves immediately.
Thousands of fast-style scouts are hired to discover and imitate the state-of-the-art developments worn through celebrities on social media or fashions at the catwalk. The maximum current and elegant models are then shipped to factories in growing international locations to be heavily produced at a low cost. Unfortunately, the whole commercial enterprise version has a dangerous effect on the environment due to mass production, increase in Child labor and modern slavery, Using of Toxic dyes and unsustainable materials
Problems related to fast fashion-
Fast fashion companies thrive in a “low cost, ultra fast” cycle of copying, manufacturing, shipping and selling. The normal 6-month processing time from the
The catwalk to the consumer is reduced to weeks.
However, the fashion business model is very fast, but it brings a world of problems as detailed below.
1.Stealing & Copyright Issues
Fast style businesses thrive in a “low cost, extremely speedy” cycle of copying, manufacturing, transport and selling. The regular 6-month processing time from the catwalk to the customer is decreased to weeks. However, while the style commercial enterprise version could be very speedy, it poses many issues as defined below. In a sense, social media has empowered the short style industry. However, for immediate style brands, social media may be used to scouse borrowing the entirety that sells. No one is safe, from high-give up designers to rising designers. Able to copy, manufacture, and deliver in mass, speedy style giants are the primary to marketplace the contemporary designs, lengthy earlier than the authentic author does. Even worse, as frequently there are numerous speedy style businesses focused on the equal design, the authentic author is misplaced in the work .
2 .Pollution
Beyond the ripping off of other’s work, fast fashion creates severe ecological and ethical problems.
A recent report highlighted that over 87 percent of fast fashion brands are sourcing materials and labour from China, India, Pakistan, and Turkey, with serious consequences for the environment.
Moreover, of all fast fashion giants investigated, only Zara and H&M have proper waste management and recycling policies in place.
Granted, not everybody can afford to dress like a celebrity, with the price tags straight off the catwalks of London Fashion Week.
But that’s not an excuse to let fast fashion companies deplete, pollute, and destroy the environment with millions of copies that almost always end up in landfills.
The high speed of manufacturing required by fast fashion creates further issues relating to low wages and poor working conditions.
3.Modern slavery Low-price
Modern slavery Low-price production calls for now no longer best low-price substances however additionally reasonably-priced exertions. According to a survey with the aid of using ‘Fashion Checker’, 93% of rapid style manufacturers aren’t paying garment people a living wage. To preserve production prices low, rapid style manufacturers have moved manufacturing to ‘developing’ international locations in which exertions is unethical, inhuman in what the media describes as instances of cutting-edge slavery in rapid style.
According to a former Topshop emblem director: “Girls see a movie star carrying something and need it immediately.” For the short style commercial enterprise version to thrive, the advent of trend-applicable merchandise designed to cause one’s impulsive shopping for conduct is key. Moreover, for the cycle to continue, the short style commercial enterprise version employs a deliberate obsolescence strategy, as defined with the aid of using Guiltinan (2009).
