Are There Any Fast Fashion Industries For Sustainable Development?

Fast fashion has set a new consumption rhythm, but do people really need those things that can be quickly consumed and casually discarded? If this lifestyle itself is a huge pollution to the environment, the most valuable point in the h&m report should be how to save electricity and so on.

One question worth discussing is whether fast fashion is a sustainable industry.

Fast fashion is characterized by "fast, ruthless and accurate", which has led to the global trend of fashion.

"Fast" means fast fashion.

Always follow the trend of the season, new products to shop speed is fast, window display frequency change is more than two times a week.

For example, ZARA, HM, CA, China's MeCity, MIX BOX and vanshare and so on.

Fast fashion, super high frequency update fashion, always follow the trend of the characteristics, so that people who pursue fashion in the rush to get together to buy.

"Ruthless" means fierce competition among brands, and consumers can buy fast fashion clothes at a speed comparable to brand competition. Monthly "moonlight clan" is an ordinary thing.

"Accuracy" means eye sight.

Designers can predict the trend in the near future and design all kinds of fashionable clothes in a short time. When consumers choose goods, they will buy them without hesitation.

The characteristics of fast fashion coincide with the characteristics of women's shopping and consumption.

According to the analysis report on the development of major cities in China's fast fashion industry in the past 2013-2017 years, the survey shows that women who have online shopping behavior are not only more than men, but also have higher frequency of online shopping.

78% of the surveyed women had online shopping experience, and women accounted for more than half (57%) of the consumers who had been shopping online for at least six times in three months.

Among the 4157 consumers from Australia, mainland China, Hongkong, India, Japan, Singapore, Korea and Thailand.

61% of female consumers with impulsive online shopping experience admit that attractive discounts and low prices are often the incentives for impulse buying.

For Chinese female consumers, the low price of goods is only a licence for Internet sale.

And promotions often push them to impulse shopping.

Prospective textile and garment industry researchers believe that the characteristics of "fast fashion" are more obvious in the clothing industry, especially in the women's clothing industry with frequent consumption updates.

This will also become a market breakthrough for women's clothing industry in China.

Fast fashion advocates to provide consumers with the most and fastest fashion in the shortest time.

H&m released the sustainable development report of conscious action in 2014.

The report gives a detailed account of h&m's efforts in environmental protection last year.

For example, old clothes recycling items: customers can use h&m's old clothes to buy new clothes.

Emphasize the speed of new products and speed up the target market demand.

Fast fashion launched

Although cheap, but the texture is not good, clothing elimination rate is also very high.

Fast fashion logic is: you quickly come to the bowl to buy new clothes. Before those you don't like it, throw them away. Anyway, it's not expensive.

From a piece of cloth, a dyed pool, and then to a garment that only wears several times, this short process will feed the global textile industry.

A large number of toxic and harmful substances in textile, printing and dyeing and finishing.

The way of production of fast fashion companies aggravates this pollution.

However, although fast fashion companies can't do environmental protection in the production chain, they advocate green environmental protection.