Good Evening Dapperites,
I read an intriguing article yesterday morning from Fashion Beans (a site you should be reading, besides this blog of course!). About the slowing down the fashion cycle, “Why We Need To Slow Down The Fast Fashion Cycle” and I just wanted to give my two cents on the subject as well as throw in some advice for you all.
Now there’s no denying it, fast fashion is everywhere. Look in any mall and you’ll see an H&M, Zara, Topman packed with people going to grab the latest trends, while knowing full well in a few months that whatever they buy will be tossed away because of changing trends. I can personally attest to this, working in a couple of retail stores in my lifetime, I’ve seen new things out on the floor and people rushing to get them, only to end up discounted a few weeks later for lack of interest.
As the article goes on to state
However, according to the likes of Burberry and Tom Ford – both of which have changed tack to adopt a ‘see now, buy now’ strategy in recent seasons – this window is unbearable to the modern consumer. Customers aren’t willing to wait six months for clothes they’ve seen on Instagram – they want to wear a collection the second it’s shown.
Based on this, I’d say social media is a major driving force in fast fashion. Consumers see a look from a runway and want it NOW! And of course companies like Zara (who can have a new trend on the sales floor in less than a month) are happy to oblige forcing the high end designers to do release the lines the same time of the fashion shows.
Another interesting bit
What air of exclusivity does a £1,000 coat bestow, when the masses are wearing something near indistinguishable, bought for a tenth of the price? So luxury’s response is to accelerate, producing more collections, changing styles at a pace it hopes outstrips the copycats. They, in turn, invest in bigger design teams and quicker production, to get the clothes in store first.
All of this ends up driving us consumers nuts. When we are shown new trends seemingly every week, we make ourselves crazy and our wallets thin by going out and buying what is new and fresh in the moment. But for those that like and can afford the good stuff…
Luxury fashion is sold on quality. You buy the four-figure version because it’s better made and will last longer than the knock-off. But when trends evaporate so quickly, your investment comes with obsolescence built-in.
So what are you to do to combat this obsolescence? It’s simple. Use your head and invest in timeless pieces that you know will last the test of time. I’m talking about a good 2 button navy/charcoal/grey suit, dark denim, soft knit plain tees, polo shirts, plain chinos, a good leather jacket, etc. Sure you can once in a while indulge in the trends but don’t be making a habit of it. Remember the old saying: fashion comes and goes style is forever!
A last point I want to touch on and that is, what the hell do we do with clothes after we deem them obsolete? Well this is what happens
Fashion is the world’s third most polluting industry, after oil and agriculture. There are the enormous quantities of water, the chemicals and dyes pumped into fields, the factory fires and collapses that kill hundreds – all so we can get caught up in the cycle without going bankrupt.
We each throw away, on average, 32kg of clothing a year, because we’ve bought shoddy garments, or bought into trends we’ll never wear again, at prices that don’t make us think twice about tossing them in the bin.
Yeah….that’s a lot of clothes to throw away. And I’ll admit I had no idea fashion was such a bad culprit of polluting. Again the rule to break away from this is simple, buy timeless pieces and buy quality pieces that will last a few years (hint: some garments will get better with age like a nice leather jacket or pair of dark indigo jeans).
In conclusion, I sincerely hope that this post opens a few eyes and is able to be of assistance to anyone finding themselves caught up in the “Fast Fashion” cycle.
Thanks for reading as always.