Fashion industry is a big one, where there is a lot to show, choose and buy. Fashion keeps changing every year along with new trends coming. Designers keep experimenting to give best collections to the people all over the world through fashion shows. As long as people remain happy with the designs and colours, they are ready to pay a few extra quids. But they forget, all this bright & shiny stuff comes at a price. And that includes a lot of things, such as harm to environment, labour woes, tough competition from e-commerce firms, and dumping fashionable clothes just after wearing them for a handful of times, etc. Let’s talk about them one by one.
- Harming the environment
Those vibrant colours and designs that keep changing with every season, have a high cost. And that cost is heavy usage of water, harmful chemicals for colouring and wastage of clothes that go to garbage. The whole world is looking at the threat of shortage of drinking water in the next decade, while people don’t give a thought to it that their fast fashion is the cause of it and one of the biggest reasons behind wastage of water that could have been used for drinking. Add to it, chemicals that harm the soil after they are released from tanneries.
- Worker Woes
There are many famous brands that pay less to their skilled workers and make them work for 12-14 hours a day. This is outrageous as many start suffering from various diseases due to working so hard in tailoring and colouring process, as they remain vulnerable to harmful chemicals which they inhale daily. Breathing problems, nausea, headache and blood pressure are a few to name. This needs to be addressed by providing workers with masks and their pay should be increased.
- Competition from e-commerce
E-commerce firms like Reve en Verte, ASOS Green Room, Gather and See, etc. are offering variety of designer clothes. This saves the travel and time and people look for clothes online instead of going to stores, where prices are higher.
- Retail Price Inflation
The mall culture has become a bane, as it increases retail price of having a store in it by 4-5 times. Many times, people are unable to buy their favourite label and brand clothes and end up buying something similar or less catchy from online stores or from local market. Thus, 50% of clothes in malls remain unsold or get returned, later ending in dump.
- Dumping clothes due to fast fashion
Another damage caused by fast fashion is dumping clothes after wearing them just a handful of times. Not because there was anything wrong about them, but to show off and remain in the limelight. There is also pressure from the society to look cool according to changing fashion trends. Such clothes end up in cupboards and later getting dumped, again a waste of money and resources that were used for making them.
- Sustainability for young designers & brands
Europe is full of talented people, who with creative thinking and observing peoples choices in fashion, keep coming up with new styles. Problem is that people are not aware of these new designers and brands, due to which the pieces of many talented designers and their brands remain unsold. This can be changed by creating awareness using online ad campaigns to help such designers sustain competition like established brands and designers.