In contemporary culture, instant gratification is most evident in the fashion industry. That’s because of the fast fashion. Also known as, disposable fashion and throwaway, fast fashion has changed the industry. And at the same time, it has posed many challenges.
Fast fashion is prevailing everywhere. Whether it is about eastern women wear or western like mommy and me, you will see how swiftly trends come and go. Many people who are a victim of FOMO, have been overspending just to tag along with the trending trends. Now many of us have realized the unnecessary pressure of social media. The fashion industry has tricked us into spending extravagantly. But many people are shifting back to capsule wardrobes and trans-season collections.
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The fashion industry has evolved significantly, especially over the last two decades. The dynamics of the fashion industry have changed. The retailers must manage flexibility and low cost in quality, design, and speed of launching in the market.
All these things are now the key strategies to hold a profitable position in the market. The market is increasingly demanding. Experts and consumers have finally begun to see fast fashion as a challenge and a problem.
Wonder why fast fashion is called disposable fashion? The main reason behind it is a significant amount of waste that comes with it. Just to flaunt the latest fashion, the consumers compromise on the quality of the garments. They understand and accept the lesser quality in substitution for lower pricing.
Therefore, they are quick to dispose of these clothing pieces because they know they are not durable. And why would they stick to them when the pieces from the next new trend are already available at lower prices!
Most people debate that large surpluses aren’t a new thing in the fashion industry. But it is notable that fast fashion has caused an intense rise in pollution. Nature-lovers are against the fast fashion for all the right reasons. Let’s talk about other challenges fast fashion has introduced to the fashion industry.
Getting early deliveries is like a race. To flaunt something that is just going to stay in trend for a few months, the sense of urgency kicks in. Pre-booking and online shopping are the new methods to get your hands on the newest fashion before anyone else does. The markdowns offered on early deliveries are hurting full-price sales. So both these factors are leading to the merchandise available at retail perceived as out of sync with the current season.
Consumers are on the look to buy clothes closer to the time when they need them. And brands and retailers are failing to capitalize on the consumer trend of “see now, wear now.” When in-season clothes are on markdowns during the relevant season, the full-price sales are bound to hurt.
Tech and social media have essentially rewired the entire fashion system. And we are all aware of it. Live images, streams, and video snippets from fashion shows and runways are available for people to see in real time. In addition, sartorial gurus and industry insiders predict the upcoming fashion.
All this exposes the consumers to style trends months before their availability for purchase. This also provides sufficient time for fast fashion brands to deliver and manufacture these trends. This leads to the ubiquity of fashion trends and the elements of uniqueness, newness, and novelty are no longer there.
Even the industry brands, which are not challenged directly by fast fashion interpretations are affected by this. Designs and trends seem stale and outdated. Mainly because they reach the stores month after consumers have already seen them. This also contributes to general consumer fatigue and confusion. And ultimately, it hurts the full-price retail for designers.
The confusion, urgency, and speed of changing trends in the fast fashion cycle have contributed immensely to leaving little time for artisanship and creative process. The increased complexity and importance of pre-collections have also contributed a lot.
The pressure is massive on creative talent and critical design. These designers feel pressured to create a new design in such a limited time. Which is bad for their creative instincts and they fail to then put their creative faculties to work.
This concern of the designers is universal. Whether you talk to designers creating ethnic wear and Pakistani clothes online USA or western styles, they all desire a system in the future that allows them to create more structurally. They also crave for predictable downtime for creative talent and design.
I am a digital marketer, content writer, blogger and professional people-watcher. She has had a passion for writing since high school, and is deeply interested in the art of visual storytelling. She loves to express herself through her art, style and fashion. She loves to play practical jokes on her friends and family and make them laugh till their stomachs hurt.
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