Only 7 times wear fast fashion clothes: the sector needs to change
In recent years, much has been said about the survival of the fast fashion model. More and more consumers are thinking about the climate impact their purchases and other consumption have, so they have begun to look at "less disposable" options that allow them to reduce their environmental footprint while allowing them to spend less effective.
El asunto no es menor y ha comenzado a ser reconocido por ciertas firmas. A mediados del año pasado, Pascal Brun, responsable global de sostenibilidad de H&M, en el marco de la segunda jornada del Fashion Ideas Forum destacó que “el fast fashion no es sostenible, por eso tenemos que cambiar”.
En este punto, el representante de H&M puntualizó que “la única forma en la que el fast fashion puede ser sostenible es siendo circular. Todavía no estamos ahí, pero tenemos que poner todos nuestros esfuerzos en eso”.
The issue is no less and has a lot to do with the awareness that the consumer (especially from younger generations) has about the useful life of the products and the environmental footprint involved in developing them.
In this sense, a new study signed by the consulting firm Julius Baer makes sense, which highlights that clothes designed under the fast fashion concept are only used 7 times on average before being discarded or ignored, thus making the environmental impact of the fast fashion discovered.
In this way, the report points out that this trend has led to excessive waste in the use of clothing, since on average one person uses only 20 to 30 percent of the garments he has in his closet.
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"rapid fashion comes with an increasing environmental footprint. A great deal of water is needed for the manufacture of the nearly 80 billion garments that are produced annually. It takes almost 15,000 liters of water to produce a kilo of cotton, which is roughly equivalent to the weight of a shirt and jeans, "the report says.
The urgency of the fast fashion to join the circular economy is a priority to conquer the generation of buyers of the future, who have an ideology that is particularly contrary to what fashion meant for older buyers and who profess a special attachment to the circular economy.
We talk about the Z generation as a group of shoppers who want the garments to have as long a useful life as possible before being discarded.
In the post-chronavirus era the premise will become important for all generations. Because of the weak economy that will remain after the epidemic, as well as the sense of fragility about well-being, people will try to save more, improve their quality of life with few resources and adopt habits, generally "low cost".
While millennials will continue to buy few products, demand will now be for them to last longer, while at the same time being responsible for the environment and society.
The trend has been read by giants in the retail sector. For example, Walmart announced that he established a strategic partnership with thredUP, an e-commerce platform that specializes in second-hand fashion.