Fast fashion allows current trends to be churned out quicker than ever. Today's consumer eats up clothing like it is their 3 meals a day, but is it healthy? With low quality material and record level manufacturing turnovers, it is no wonder that the garments are so cheap and consumable, just like ordering a Big Mac meal in McDonalds. Just like eating fast food, the pleasure of purchasing clothing wares off fast and yet again you are craving momentary happiness. So how do brands keep us wanting more?
1. A False Sense Of New.
Fast fashion garments are often made from simple patterns, allowing them to be altered and changed at a moments notice. Therefore trends can move quick as they are consumed at high speed meaning the buyers are left wanting the next thing. Brands can pump out the same generic designs month after month by simply changing the colour or slightly changing the pattern which gives a false sense of 'new'.
2. Low Quality, But Its Cheap Right?
To be able to create such a high turnover rate with garments they need to be cheap. Fast fashion is usually created within third world countries where human rights laws and working conditions aren't as important as here in the UK. Resulting in factories accepting the high demands of the brands in order to get the job done. Not only this the textiles used within the designs are low quality and not made from sustainable materials. You may think, why would consumers buy products they know are low quality and won't last the month? This makes it easier for customers to throw away the goods and replace them for less than the cost of a large McDonalds meal.
3. 24/7 In Your Face!
The majority of our lives are online now. Barely ever do people stop to look at their surroundings. Advertising once consisted of posters or billboards, even better for companies they are now in your sights every time you unlock your device. Heard of cookies? No not the ones you eat but the ones on your computer which let advertisers know what you are interested in. So how can you forget about that item you liked but talked your self out of buying when it 24/7 subconsciously shown to you.
4. Can Influencers Really Influence Our Minds?
So you have Instagram, right? Who doesn't. You follow a few influencers, you love their styles and they always seem to be doing cool and fun things. You are sat at your desk dreaming about vacations and cocktails, which seems to be the every day norm for the social media elite. Influencers give you styles and clothing styled to you in a casual setting which makes them seem all the more easier to buy. In your mind you want a taste of what they have, your work may not allow for a getaway every week but one thing that is obtainable is their wardrobe. So no wonder you are rushing to buy the latest clothing, even if your bank account is screaming NO NO NO not another turtle neck for winter! But one more won't hurt. Well wrong, it does- the environmental factors of binge buying is one of the biggest detriments to our environment. So think before you buy guys and girls.
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