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TELEPHONE ORDERS: +30 2271401178 & +30 6932010561FREE SHIPPING FOR CARD PURCHASESTELEPHONE ORDERS: +30 2271401178 & +30 6932010561 WHAT IS FAST FASHION?
Fast fashion is “fast” in several ways: fashion changes are rapid, the pace of production is rapid, the customer’s decision to buy is quick, delivery is fast, and garments are worn quickly – usually only a few times before being discarded.
At its heart, the fast fashion business model is based on consumers buying more and more clothes. Brands entice consumers by offering extremely cheap clothes (for example, Missguided’s £1 bikini) and constantly changing new ranges.
DID YOU KNOW?
"Clothing sales doubled from 100 to 200 billion units per year, while the average number of times a garment is worn decreased by 36% overall"
Source: EARTH.ORG, JULY 2022STRATEGIC MARKETING INSIGHTS
Marketing is primarily focused on women of “GENERATION Z” - those born in the late 1990s.
Retailers are leveraging the power of social media alongside smart influencer strategies to bring their latest trends to market. With user-generated content focused on sourcing, from video reviews across Tiktok and Youtube, they are using the power of recommendations from trusted influencers to sell their product.
With a top-notch user experience and presence across multiple channels, followers are within a stone’s throw of buying the latest trends.
BUT WHY IS FAST FASHION BAD?
Carbon emissions from fashion are at the heart of global warming, meaning that every ton of CO2 released into the atmosphere
CARBON EMISSIONS
Clothing manufacturing is responsible for over 10% of global carbon emissions. It ranks clothing emissions higher than those of air travel.
Considering the entire life cycle of a garment, from manufacturing to transportation and ultimately ending up in landfills, a total of 1.2 billion tons of carbon emissions are released by the fashion industry each year.
WATER USE
Fashion is one of the top industries with the highest water consumption—about 79 billion cubic meters each year. A single shirt requires up to 2,720 liters of water and about 3,781 liters for a pair of jeans.
WATER POLLUTION
Fast fashion retailers use materials that are also known to contain high levels of hazardous chemicals, such as lead, perfluoroalkyl substances (PFAs), and phthalates. They are dangerous to human health and cause serious harm when released into the environment.
DID YOU KNOW?
According to the United Nations Environment Programme, 20% of the world's wastewater comes from textile dyeing. Because most of the production is in countries with fewer regulations, the wastewater often finds its way into rivers and seas.
Why is buying and promoting second-hand clothes so important?
For us, redistributing clothes is very important because the clothes should remain in their life cycle for as long as possible. In this way, valuable energy resources are saved and you will see this below.
The production of a simple t-shirt requires natural cotton for example, cotton requires irrigation and specific pesticides. After harvesting, chemicals are used to process the raw cotton, with the further use of chemicals for the production of the garments in order to dye the clothes and improve the comfort of the material. In total, over 2,000 liters of water are used to make a simple t-shirt! While over 5,000 liters are used to make a pair of jeans!!!
All of the above have taken part in transportation of tens of thousands of kilometers from production to consumption, for which hundreds of liters of fuel have been consumed, resulting in increased CO2 emissions. And all this to be purchased by the consumer, worn for a few months and then discarded. The result is that new clothes are required for purchase quickly, if one considers that the average Greek buys 20 kilos of clothes per year, and this whole cycle repeats itself from the beginning.
