How fast fashion is redefining the fashion industry
New garments that are continuously released to the market at very affordable prices and with a quality that matches that low cost. Fast Fashion is a concept that entered the fashion world with brands such as Zara and H&M, and it has come to stay, redefining an industry that has adapted to market trends.
One in every six people has a job related to fashion, and clothing production has doubled since the year 2000, with around 80 billion items being manufactured each year. The figures handled by the fashion industry are astonishing, and behind these staggering numbers lies, to a large extent, the revolution brought about by the ‘fast fashion’ concept. Alongside low cost, this idea refers to the rapid consumption of almost disposable garments, with high turnover in stores, online shops, and even in users’ wardrobes and closets.
What lies behind this phenomenon? How is it influencing the sector, production systems, the labor market, and business structures? What professional opportunities come with the world of fashion?
What is fast fashion and how is it changing fashion?
It refers, consciously or unconsciously, to fast food: the rapid consumption of clothing. Low-price purchases, with quality that is often questionable due to the reduced cost, and collections that are constantly renewed. This is what sets in motion a cycle that leads consumers to want to refresh their wardrobe, which they can afford, resulting in high clothing turnover both at home and in retail environments, as this same dynamic is present among manufacturers and sellers.
In essence, this is fast fashion, a phenomenon that is here to stay. The following aspects and consequences for the industry can be highlighted:
- High turnover in retail stores and websites: the importance of investing in design teams and anticipating street trends.
- Low prices: production is carried out in countries where manufacturing costs help keep retail prices down.
- Marketing and communication: it is more important than ever to gain visibility in stores and through social media, working with influencers and celebrities to bring new collections to consumers.
- Increased competition: the number of players in the industry has grown, with small businesses trying to compete with large multinational companies by sourcing products from third parties.
- Fashion democratization: low prices have expanded the potential audience and reach of clothing products, increasing the economic importance of the industry.
All of this is covered in a specialized program offered by EAE Business School Barcelona, the Master in Fashion Retail. Given the role that fast fashion plays, it is part of the curriculum.
Disadvantages of Fast Fashion: impact on sustainability and quality
Just as important as the benefits and advancements it has brought to the fashion industry are the disadvantages of fast fashion and how this trend is affecting the environment. One of the most illustrative examples of mass clothing production is the Atacama Desert in Chile, which has become a giant landfill, showing how disposable clothing leads to significant and unnecessary consumption of natural resources, with countless items being discarded daily with barely any use.
It is therefore essential to consider the following:
- This activity generates up to 8% of global carbon emissions, one of the main disadvantages of fast fashion.
- A pair of jeans requires around 7,500 liters of water to produce.
- On average, people today buy 60% more textile items than 15 years ago.
- Use of toxic substances in the industry, such as synthetic fibers and polyester derived from petroleum.
- Goods transportation is increasing the carbon footprint.
- More than 92 million tons of waste are generated worldwide every year.
It is clear that fast fashion has many downsides that should encourage reflection among companies, manufacturers, and society as a whole. In addition to environmental impacts, there are other negative aspects to consider.
- Labor exploitation of factory workers in countries with high inequality.
- It promotes materialism and excessive consumption.
- It undermines cultural identity by encouraging homogenized styles and harming artisanal and handmade sectors.
The Fast Fashion industry: analysis of its influence and current trends
More and more voices are speaking out against this deeply rooted trend in the sector. The fast fashion industry is constantly evolving, and today there is increasing focus on its disadvantages, leading to movements toward more ethical and sustainable fashion that reduces harm to both the environment and society.
What progress is being made? What movements are emerging in this field?
- Slow fashion, the counterpart to fast fashion: clothing produced in factories that respect labor rights, use sustainable materials, and promote responsible consumption.
- Recycling and reuse: growing platforms for second-hand clothing and companies that reuse fabrics to create new garments.
- NGOs working to combat the consequences of fast fashion in the fashion industry.
This is a complex challenge because large companies continue to make significant profits through this model. Therefore, it is important for society to understand the consequences of this approach. This is studied in detail in one of the programs offered by EAE Business School Barcelona, specifically the Master in Fashion Retail, which provides different perspectives on this challenge and trains those who wish to build a career in the textile industry and the world of fashion.
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