Fast and Furious Fashion

As more and more awareness about practices that go into the making of fast fashion product lines spread, more and more consumers become skeptical.

Placing more importance on quality products that involve a more background story than just the tangible product is what consumers today are really going after. Forever 21 potentially deems to filing bankruptcy as they continue to shut down several stores around the globe.

Whilst a certain nationalism seeps through that encourages to buy locally produced fashion brands to have employment opportunities for the entire supply chain within the country, a lot of young consumers seem to be buying into this logic and really going after local labels for their fashion fix.

Another issue that the young clientele takes up revolves around how quickly fast fashion changes the trend. From being able to wear an outfit only a few times before it becomes redundant in the world of fashion, buyers are constantly in the cycle of purchasing newer clothes and viewing this as a gimmick to make more sales with a play of consumer psychology.

The effect of fast fashion is perceived to be as disastrous on the environment. The more environmentally conscious consumer that makes up a fair part of this generation, refuses to partake in anything that is harmful to the environment and thus refrains from buying anything from the world of fast fashion and instead chooses to go with sustainable and eco-friendly labels.

Overall, the world of fast fashion is in danger if they do not alter their ways to meet the perspectives their target consumer holds. It is truly a matter of abiding with the values of today’s times to garner a customer base that respects the ethics enforced by influential fast fashion brands.