The concept of fast fashion is somewhat controversial. On one hand, companies invest in full force and claim that this is the future of fashion. While, on the other, there are those who do not enjoy the idea because of some negative points. These, in turn, are directly related to sustainability.
To understand more about it, see now what are the impacts of fast fashion on society and textile production. And also find out how to use it advantageously, minimizing the effects to the environment!
Let’s go?
But, after all, what is fast fashion?
Fast Fashion is a concept contrary to traditional retail. Even they aim to consolidate the brand as a trend creator for the consumer market. For this, trade invests in high quality parts, which come out at higher values.
Fast fashion follow the fashion of the moment and prioritize competitiveness. For this, it reduces product values.
The trade model also has mini collections that are changed very quickly. Sometimes this change process happens daily.
The idea here is to ensure that consumers have access to fashion trends quickly. The concept of fast fashion emerged in 1980, according to a article.
The term was employed by “The New York Times”, precisely to promote the idea of democratization of fashion. That’s because, the vast majority of people could get the news exposed by brands in fashion weeks, for example.
However, to ensure this speed and variety is essential a large-scale production. So, the Production chain has very low costs per unit produced to meet global demand.
In this system, products that remain in showcases for more than 2 weeks are considered old-fashioned and out of fashion, still according to the article. Therefore, they are discarded to maintain high turnover in distribution.
So, to reduce the leftovers, they work with small stocks. Not to mention that this model has the support of several different suppliers. In addition, purchase processes are performed regularly.
It is no coincidence that the global fast fashion market was estimated in $ 210,421.21 millions in 2021. The same must reach $ 286,397.47 million by 2031, according to Business Research Insight.
Read also: How to ensure the reduction of waste in the textile chain?
Some of the main examples of fast fashion
Fast Fashion has been more driven since pandemic. COVID-19 has expanded online purchases, causing this model to develop.
Here, the fashion cycle is fast. The products are of low quality because they are manufactured in series and to a reduced cost.
It is possible to mention some well-known examples, such as:
- Marisa;
- Riachuelo;
- Zara;
- Forever 21;
- GAP;
- H&M;
- Hering and more.
However, the one that stands out most in the national and international market is C&A! The brand, besides adopting the concept, also sought ways to solve the possible damage of this adoption.
For this, the company started the Mindse7 project, in 2018. In it, instead of taking four months to launch new clothes, the whole process lasts 35 days!
That is, the collections are smaller, called capsules. Therefore, they are released Weekly with models inspired completely in the trends of Brazil and the world.
However, C&A considered, in this subbrand, the environmental impacts generated by this high turnover.
After all, Brazilian industry generates 170,000 tons of flaps per year, and about 80% of this material will end up in dumps, according to data presented by SBVC.
To reverse the whole situation, the company adopted the following strategies:
- Cotton pieces made in a sustainable way;
- ReCyclo Movement that stimulates the disposal of urns used in 80 C&A stores;
- Constant investments in sustainability.
With this, the company collected, in 2019, 2.8 tons of fabric (more than 15 thousand pieces). Of that number, 72% were intended for reuse and 28% for recycling.
Read also: How to have a sustainable brand in the textile industry?
Impacts of fast fashion on society
Fast Fashion is linked to the satisfaction of the consumers’ need for news. For this, the products are Sold quickly and those who have no exit are settled.
Therefore, the practice causes important effects on the environment! According to eCycle, Fast Fashion pieces are used less than five times. Furthermore, they generate 400% more carbon emissions than common parts.
Large-scale production also increases the environmental impacts of the textile industry. Bearing in mind that it will be necessary to double deforestation, the use of fertilizers and pesticides, as well as transportation.
According to figures cited by Jornal da USP, the fashion sector is considered the second biggest polluter on the planet!
Furthermore, 35% of the plastic nanoparticles that reach the oceans and seas come from clothing with synthetic fabric (used in Fast Fashion). This increases the intake of these substances by marine animals and humans.
Not to mention that this production encourages slave labor. This creates important social and economic problems for some countries, especially Asian ones.
To add, this concept encourages unrestrained consumption, changing the buyer’s mentality.. This encourages the disposal of goods simply because they no longer belong to the fashion cycle.
Effects of Fast Fashion on production and the Textile Industry
Despite being a strong trend and pleasing the market, for the textile industry, the concept requires changes. Only in this way will it be possible to ensure efficiency, responsibility and profit.
After all, how to produce parts on a smaller scale at lower costs, while maintaining quality? All this while ensuring sustainability?
The good news is that industry 4.0 assists in achieving these objectives. For example, with the use of the Internet of Things (IoT) and Big Data, it will be possible to adapt demands in real time. Making production more customized according to demand.
Production efficiency requires quality control and constant analysis of indicators. To achieve this, it is essential to use equipment that can collect data while performing other functions, such as checking tissue defects, for example.
This way, it will be easier to avoid the production of second quality parts in manufacturing.. In addition to helping to identify the best cut for each roll of mesh.
It is also possible to speed up procedures with mesh relaxation and fabric testing. Which consequently increases productivity. Even the stock is benefited through equipment that pack the rolls and provide space optimization.
In short, the ideal is to invest in technological solutions capable of reducing these impacts.
The smart textile machines , for example, increase quality and reduce errors and rework. What helps to preserve resources and guarantees increased productivity. All this without the need for irregular labor.
Where to start?
As we have seen, it is possible to guarantee the reduction of the effects of Fast Fashion! Just invest in more conscious, responsible and high-performance solutions. Thus, the production system will become more efficient, fair, ecological and profitable.
Start this process with quality control. Ensure the improvement of this practice in the search for sustainable development. To do this, click the button below and download our complete eBook on the subject for free.
