Chandler Ivey Oct 25, 2021
The history:
The history:
Clothing’s role in society has revolutionized over the course of the last 30 years. When clothing was purchased in the mid-1900s or earlier, it was made to last. Sourcing your own material for clothing and crafting it yourself, or paying high dollar for someone else’s labor was their normal. However, at the rise of the industrial revolution with the invention of the sewing machine, something changed. All of a sudden, clothing that would have taken almost 15 hours to make, could now be made in only an hour. This new ability drastically changed the intentions behind the textile industry. Some of the large-scale fast fashion companies known today, such as Zara and H&M were the first companies that paved the way for other companies that would pop up later. These companies’ mission was for clothing to take only 15 days to go from the design stage to the inside of stores and be ready for customers to purchase. The accelerated production within the clothing industry shifted the intentions behind clothes. Clothing items were no longer made authentically and to last. Instead, they now could be made cheaply to follow fashion trends and ideas presented on the red carpet. Trends developed as fast as they disappeared, and this cheap method of creation allowed for all classes of society to jump on these trends, and throw out items purchased after only a few uses. This accelerated speed of creation with cheaper materials and cheaper prices substantially increased consumerism in the fashion industry. The idea of ‘throw away’ culture developed. Constantly having to throw away cheaply made clothes after one use, caused individuals to have to buy more, and more often. This new consumer behavior caused long-term effects in the fashion industry which have led to disastrous issues in other aspects of society.
Environmental concerns:
Inadequate working conditions:
In addition to extremely toxic influences on the planet, unacceptable working conditions are another significant problem. Fast fashion companies are known to take advantage of workers overseas in order to inflate profits. Not only are these workers underpaid, but they also work under dangerous working conditions, with no benefits or insurance. One example of a toxic business system going wrong was in 2013 when a building collapsed killing over a thousand people that were employed in the building. These factors are often not considered by a consumer when they go into a fast-fashion store. Generally, consumers are ignorant of the underlying problems behind the clothing they purchase. This is of course how these brands market to audiences, by putting their best foot forward, cheap and trendy clothes. However, this again accentuates the value of becoming an educated consumer. Overall, this information begins to make clear the toxic environments the employees endure in order to produce clothes that become invaluable after only a few wears.
Next, it should be taken into account how fast fashion can influence consumers. In many cases, the throw-away culture that has developed with fast fashion leads individuals to buy and spend more than they need to. Since clothes are cheaper, an individual can afford more items. Additionally, the repercussions of these cheap materials are the merchandise falling apart much quicker, which leads to consumers buying items more frequently. However, in some cases, an individual may see frequent purchases as a highlight, since they can maintain relevance within the current fashion trends. This cycle only perpetuates the toxic cycle embedded within the fast fashion industry. A natural sense of want and discontent with our current closet pieces is how these clothes are marketed to us by fast fashion brands. In order to counteract this phenomenon, the responsibility of becoming an informed consumer falls on the individual to educate themselves.
Fast fashion and social media:
Social media has only heightened the problem with fast fashion culture. With the broadening reach of social media, its power to influence others has increased. Marketers have made sure to take advantage of this advertising tool. Gen Z especially has grown up with the advancement of this digital platform, and the impact it’s had on this generation should not be overlooked. Oftentimes, this generation relies on social media as an entertainer, a relaxer, and a filler for empty moments during their time. Fast fashion companies have learned to use this meld of social media and marketing to their advantage. One survey found that 30% of shoppers were using Instagram as an insight into their purchases. Many influencers having hundreds of thousands or millions of followers pair with different brands to show off their clothes. Individuals that follow these accounts are continually bombarded with advertisements from these influencers in addition to other sponsorships employed by the company. With new targeted advertising abilities, these large companies use algorithms to know what you are interested in, and how to present it to you. Shopping virtually has increased substantially because it is not only psychologically rewarding but extremely convenient. With already addictive apps and websites, and shopping at the click of a button, the correlation between media, Gen Z, and the fast fashion industry becomes evident.
Conclusion:
Substantial connections between the correlation between Gen Z, Fast Fashion, and Social Media can be made. Yes, this is a daunting problem that is having substantial effects on the environment, but there is hope. Slowly, with the advocacy and environmentally concerned Gen Z, markets like these should slowly taper away. The only way to help prevent this problem from continuing is by becoming more educated consumers and making smarter decisions.