Fast fashion brands thrive on technology. Most of these fast fashion brands solely exist online and have no brick and mortar establishments. Brands such as Misguided, Princess Polly, FashionNova and many more use their social media presence and the boom of online shopping to make more sales and sell more. Since we receive information at a quicker rate, our attention span lessens and we lose interest a lot faster than in the past. Fast fashion brands like Fashion Nova and Misguided profit off of this and use the ideas of designers and produce their clothing at a faster rate which gives them an unfair advantage.
This new found speed of trends and mass production in my opinion is a really bad thing. This not only has a incredibly negative impact on the environment it is also morally wrong to steal ideas from another person and make a profit off of their creativity. Personally I think that this also has a hand in the way we perceive style and personal style. Teenagers now a days are more likely to buy things just because they think it’s trendy rather than because they genuinely appreciate it. Do people actually like what they’re buying or are they just buying into the hype of a trend and waiting for the next one to come around? And how do we even know what we like anymore, when we are constantly being sold things with the idea of whichever lifestyle we think we’re supposed to have.
Most of us already know that the fashion industry is the second most pollutant industry in the world and these fast fashion brands aren’t helping. They produced their garments in an unforeseen mass quantity that is detrimental to the environment. Fast fashion leads to a large amount of fabric waste and water pollution. It also takes a lot of water to make a garment, so the fast fashion industry
These fast fashion companies use social media and and their online presence to to lure in their consumers, and since attaining their product is so convenient because you dont even have to leave the comfort of your own home to receive their garments, they gain a large following. This large following that they’ve now acquired, buys a lot of items at once because their clothing is so cheap. These brands no have to supply a large demand that is constantly being spread throughout social media and through the promotion of influencers, leading to even more unsustainable production, waste and low paid labor. All in the name of a trendy look for less.
Not only has technology allowed these brands to become increasingly more popular in a much easier way than in the past, it is allowing them to quickly copy the ideas of lesser known brands and make a larger profit off of someone else’s creativity. It isn’t fair in my opinion that these coma pies make millions of dollars off of the hard work of someone else regardless of how expensive it is to buy the original item.
Thefashionpost 