Retailers like H&M, Zara and Forever 21 offer a convenient and inspiring shopping experience that everyone enjoys. Who doesn’t want to have all the trendy pieces for the season at your fingertips? However, producing cheap, stylish clothing with a fast turnover comes with a price.
An apparel company is deemed as fast fashion due to high production levels, low costs, low quality and a broad variety of trendy items. The key players of the industry combat these qualities by introducing campaigns in attempt to better the industry’s image. Whether it’s through H&M’s “Conscious” collection or Forever 21’s “Give to Love, Love to Give” campaign, the industry has manipulated consumers into thinking their business practices are up to par — it is far from that.
Below are five things that you may not know occur in the fast fashion industry:
The industry produces clothing with toxic chemicals.
Katherine Martinko, a writer for Sustainable Fashion on TreeHugger, reported that a number of fast fashion retailers have signed agreements to reduce the amount of chemicals and metals in their merchandise, but many haven’t followed through. According to the Center for Environmental Health, Forever 21, H&M, Wet Seal and other fast-fashion powerhouses still sell lead-contaminated accessories — purses, belts, shoes, etc. These chemicals have serious consequences and are used well over their regulated limits. Lead exposure has been directly related to high blood pressure, strokes, and heart attacks. Not only could there be lead present in the clothes, but also there may be traces of pesticides, formaldehyde, insecticides and other carcinogens within the production of the clothing.
Campaigns and PR stunts mask the unsustainable practices conducted in the fast fashion business.
No matter what program is implemented to improve conditions or production, the facts still remain true; the fast fashion industry creates environmental disaster. It is the opposite of sustainability. Clothes are produced at such high rates, leaving the Earth with more waste, pollution and water destruction. By maintaining this high turnover of product, companies are directly hurting the environment. This high volume also requires a vast amount of raw materials, energy, labor and water to get the job done.
Cheaply made products come with regulation and labor issues.
The key players in the industry will do whatever they can to increase their profit margin. That being said, the lowest paid workers in the cheapest labor markets are the way to go. The Rana Plaza, which collapsed last April leaving over a thousand people dead, brought light to the labor issues. In addition to low wages, fast fashion companies are either blind or careless towards the horrible working conditions in foreign factories. With bad conditions come long hours, few breaks, ignored regulations and poor management. It is said that some companies may still be using child labor for the assembling of embellishments, jewels, sequins, and beads.
Fast fashion apparel purposely produces garments with short life cycles.
Because of poor quality, fast fashion pieces are usually disposed of within a year of being worn. It is meant to be thrown out after the season — that’s how the company makes money! Therefore, consumers are dumping clothes more so than ever before. The average American throws out about 80 pounds of textiles each year. This production strategy of fast turnover is far from representing sustainability.
Consumers, loyal to the low price of fast fashion goods, end up spending more than they think.
Of course, we all like to save money when we can but when did we become irresponsible about the value of goods? We want the best bargain and the best product — appreciating low prices but willing to pay a little more for elevated goods. However, in regards to fast fashion, the money you save on a shirt may have consequences, in the long run. Say you purchase a trendy peplum top from Forever 21 for $30; let’s also say you wear it once, at most twice due to loose stitching. The cost is $30 for the one-time, $15 for wearing it twice.
Now let’s change it up. You purchase a top that may not be as trendy but it a classic black top from Madewell for $60. Yes, it is a larger purchase commitment but you are able to wear it all year long, totaling up to 12 times. That shirt instantly becomes a smarter purchase and can actually save you money, in the long run. This lesson teaches you how fast fashion has successfully manipulated consumers’ purchasing decisions.
