According to Common Objectives, a business network for the fashion industry, the global clothing retail industry generates about $1.34 trillion in annual sales. When footwear and jewelry are added, the total value climbs to approximately $2 trillion.
To give the figure $1.3 trillion a frame of reference, consider consumer spending on apparel, shoes, and accessories each year matching the combined GDP of the world’s 126 poorest nations. Or similar to the entire economy of Italy!
The United States spend about 50% less on clothing as they did in the 1990s, but owns more clothes than ever before. Also, Americans buy an average of 53 new items each year. Why is this? The culprit is the explosion of fast fashion! A business model of trendy clothes sold at super cheap prices that contribute to a range of negative impacts on the planet.
4 Key Traits of Fast Fashion Brands
- Extremely low prices: Fast fashion labels are known for slashing prices drastically. Some even give away products for free just to clear stock.
- Sense of urgency: Fast fashion brands rely heavily on creating pressure to buy. Their marketing tactics often include buzzwords like “must-have” or “don’t miss out” to push impulse purchases and make consumers feel like they need to act fast or they will loose a fantastic deal.
- Constant trend turnover: Fast fashion companies release new designs at a breakneck speed—sometimes daily. Their ability to replicate popular styles or viral looks and get them to market within days or weeks is a clear indicator of their business model.
- Poor quality materials and construction: Fast fashion clothing tends to look and feel cheap, which aligns with how it’s made. These items are often made with plastic (synthetic) fabrics like polyester and skip important quality features like linings, sturdy fasteners, absorbency, and functional pockets. Fast fashion clothing tends to look and feel cheap.
Understanding the above warning signs is only the first step. Learn to shop smarter—where to buy quality clothing and which brands are worth your trust and money.
Fast Fashion Brands to Avoid
Making yourself aware of fast fashion brands is another first step in knowing which brands to avoid. Common culprits such as Zara, Forever 21, Shein, Temu, Top Shelf, and H&M are just a few. Go to Commons.Earth and Good On You to check out other clothing brands to avoid. Many of these businesses often claim ‘sustainability’ by publicizing programs like tree planting or use words such as ‘better materials.’ But the real harms lie in the volume of clothes they manufacture, and the waste they create, damaging the environment with landfills of textile waste and discarded clothing
- Shein
- Cider
- Revolve
- Forever 21
- H&M
- Zara
- Nasty Girl
- Temu
- Asos
- boohoo
- Primark
- Uniqlo
- VRG GRL
- Edikted
- Missguided
- Fashion Nova
- Romwe
- Hot Topic
- Pacson
- Brandy Melville
Get Started on Ditching Fast Fashion Companies
Consciously moving away from fast fashion brands is a process.
Step 1: Be aware of the detrimental impacts of fast fashion on people, the environment, animals, marine life, waterways, landfills, and resources.
Step 2: Think second-hand before buying new. By doing this, you are extending the life of a garment. Thrifting, vintage boutiques, online second-hand marketplaces like TheRealReal, ThredUp, Poshmark, Depop, and Vinted.
Step 3: Take a shopping break for a pre-determined timeframe, e.g., 3 months, 6 months, 1 year. And stick to your plan.
Step 4: Consider rentals instead of one-offs: Rental is perfect for one-off needs, like a fancy event, a wedding, job interview or vacation. But the best decision is to wear what you already own.
Step 5: Research sustainable alternatives to fast fashion brands. Patagonia, Kotn, Whimsy + Row, and ABLE. Start with Conscious Life and Style for sustainable and ethical clothing brands.
Step 6: Learn to sew, mend, upcycle and purpose. These activities will stimulate your creativity and avoid further damage to the environment.
Sources:
- Common Objectives, Volume and Consumption: How Much Do We Buy?
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