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Fast fashion: The flip side of speed

18/10/2021 02:53 PM
Between two shirts with the same design, but one costs 200,000 VND and the other 2 million VND, which one will you choose? I'm sure most of the answers will be to buy the first one.

What is fast fashion? “Fast fashion” is also known as “fast fashion”, to be more specific, this is a fashion line in the low-cost, popular segment. Fast fashion manufacturers often rely on the designs of famous designers and fashion houses and quickly produce batches that are similar in style but the price is sometimes as low as 1/10. Fast fashion satisfies the beauty needs of customers but only pays an affordable price so they can catch up on trends almost instantly. The most popular fast fashion brands today can be mentioned: Zara, H&M, Topshop, Uniqlo, etc.


Huge profits from fast fashion. With the design based on the available orientation, fast fashion brands have shortened the creative step, which is the most time-consuming and brain-consuming factor in the traditional fashion industry. . As a matter of course, the old fashion collection will be outdated, new collections continuously appear on the shelves, making fashionistas stand still. The speed of production was accelerated in proportion to the excitement of the buyers and the huge profits of the producer.

According to Forbes magazine, Amancio Ortega - owner of Inditex Group - the parent company of Zara currently owns a fortune of $ 79 billion. Mr. Ortega is the richest man in Spain and ranked 13th in the world. In the past, this billionaire once surpassed Microsoft co-founder Bill Gates to become the richest person on the planet.

Between two shirts with the same design, but one costs 200,000 VND and the other 2 million VND, which one will you choose? I'm sure most of the answers will be to buy the first one.

This is an option that both saves money and you can comfortably throw it away when it is out of fashion without feeling regret. On the other hand, not everyone can afford luxury, expensive items. This way of thinking and shopping trends has led to the birth of "fast fashion"...

Huge profits for manufacturers also mean that customers buy more stuff, spend more money, throw away more old stuff and replace it with more new stuff. And this is where the dark side of fast fashion comes in...

The flip side of "buy fast, wear fast, quit fast". The pressure to launch cheap products in a short period of time means that fast fashion brands turn a blind eye to their responsibilities to the environment. The first consequence is from the use of cheap materials. Polyester is one of the most popular materials, but its production produces 706 million tons of CO2 per year. Microfibers discharged into the ocean also cause pollution. However, natural materials like cotton are no better. Cotton production – mainly in developing countries requires a huge amount of water as well as chemicals. From there, leading to drought, waste, and serious effects on the land and biodiversity. The fashion industry is the second largest source of water pollution in the world, after agriculture.

Fast fashion factory workers are also victims of dangerous and toxic working environment. The amount of money that they also do not match, does not satisfy basic human rights. Throughout the supply chain, workers are exposed to hazardous chemicals, affecting both physical and mental health.

Fast fashion about to decline? In the face of the disturbing downsides of fast fashion, a new concept was born: Sustainable fashion. This is a product line created with the aim of extending the shelf life and minimizing the negative influence of fashion on the ecosystem. And the "sustainability" here does not just stop at the environmental protection factor, but also the humanity for the people who contribute to the creation of the costumes by helping them to be paid commensurately; humanely both to nature and the environment when creating a livable green future for the next generation.

The COVID-19 pandemic has become an opportunity for fashion brands to undergo an "overhaul". In 2017, H&M boldly invested in the most advanced technology, succeeding in creating environmentally friendly polyester fibers recycled from marine waste. Other brands like Adidas are experimenting with automation equipment to ease the burden on workers. Or Ralph Lauren announced that they will use 100% of the main materials of sustainable origin by 2025 to protect the health of workers as well as for environmental factors.

And customers and consumers themselves have made positive changes. According to a study published in Forbes Magazine, 87% of Americans surveyed said they would be interested in purchasing socially and environmentally beneficial products if given the opportunity. Instead of just "looking at" whether the product is trendy or not, customers are gradually focusing on the convenience, durability of the outfit, quality over quantity to avoid waste and green environment protection.
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