“It’s not just about clothing, it’s about a disposable society,” Michael Solomon, a consumer behavior expertFast Fashion is a concept we’ve hearing quite often in the last years; however, are we sure about what it means and what it involves? In the following lines, we’ll try to explain it in easier terms and present the case for what it is important for us, as brand, and for you, as consumer, to be aware of these definitions.
Fast Fashion is the process by which (large) retailers can launch and supply the market with several collection on a short period of time. This includes both garments and accessories; nevertheless, Fast Fashion is usually more often linked to clothing. On itself, Fast Fashion is not a bad idea since it provides consumer with more options from where to choose their next outfit. Supply and demand laws of economics. The problem comes due to the shadow of bad practices that covers the garments and accessories industries, included but not restricted to environmental impact, underpaid workers, lack of control due to lax legislations on countries where factories manufacturing on behalf of these retailers operate, etc.
In times of social media and influencers’ industry, Fast Fashion has become the norm, the new standard, with consumers focused on trends and looking to avoid wearing the same outfit twice. In a recent survey from the New York Times, a 20-year-old student said, “when I’m dressing to go out, I’m dressing to be seen, which is weird to say because we’re not influencers”, a situation turned into a habit due to the daily scrutiny of followers on social media channels.
The revelation that large retailers are turning their focus into more compliance with environmental regulations and care more on their footprint has proven not enough according to some studies; nonetheless, it is a starting point to change the industry standards. Consumers are also changing their buying patterns based on a 2015 Nielsen survey that found that 66% of shoppers worldwide appear to be more willing to pay a premium for products or services from environmentally friendly companies. Yet, according to another study from Harvard Business Review, we still see the so-called “intention-action gap” between what consumers say and what they purchase in the end.
At Qullqi, we believe that our customers come first. Therefore, we try our best to provide them with new and better options of unique pieces to complement their daily outfits; however, this should and will come without compromising on our products footprint, or fair pay to our artisans and other related parties. Achieving big results demand high standards and high ethics, and we understand it clearly.
For further reading, please refer to https://www.vox.com/the-goods/2020/2/3/21080364/fast-fashion-h-and-m-zara?mc_cid=25be49d2a1&mc_eid=e7f745be13