When we as consumers buy a product, we tend to look at the price; “Is this the best price I can get, or is there a better alternative?” This habit applies to our behaviour when shopping clothes as well. But when buying clothes, we rarely think of the true cost tied to what we buy and wear. The fashion industry including both agriculture, manufacturing and retail represents one of the biggest industries in the world. However, a rather new term in the fashion industry, the so-called fast fashion industry, has accomplished huge market shares. Fast fashion is a term defining that many clothing retailers, want new designs and collections not only faster but cheaper as well. This trading system has worked well for large companies such as H&M, Primark and Zara and has become their livelihood. However, the fast fashion industry has a great global impact, which might make you wonder; is the fast fashion going too fast?
On one hand, fast fashion might have its pros. When you look globally the fast fashion creates work and provides new technology in poor developing countries. This means that poor people can work and thereby earn for their living. As these people often agrees to work under cheaper conditions the total cost for a company will therefor fall, which is an ambition regarding most companies. The lower cost makes is possible for the company to sell their goods at a lower price, which is seen as a very positive thing for most consumers. So overall fast fashion makes an increase in the global BNP, which is viewed as very positive by most countries.
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