The Fast Fashion Phenomenon

February 8, 2024

Fast fashion takes the world by surprise as it continues to expand in this digital age. So what drives this rapid growth of the fast fashion industry? The allure of shopping fast fashion roots from quickly changing trends. A continuous loop of short-term purchases is developed as fads come and go in short periods of time. These trends fuel fast fashion as it is convenient, up-to-date, and—most importantly—cheap. With the rising cost of living, consumers turn to low-priced alternatives; fast fashion can be seen as the solution to keeping up with trends on a budget. 

The low prices of fast fashion allow shoppers to experience gratification without spending large amounts. A study conducted in 2007 by a team of researchers from Stanford, MIT, and Carnegie Mellon shows that there is even more pleasure received in getting a bargain (Bain). This economic accessibility has transformed the way people perceive and engage with fashion, allowing for instant gratification without the financial burden associated with high-end brands or designer labels. However, once a trend loses its allure, the garments associated with it often face a fate of neglect. With the rapid turnover of styles and the constant influx of new collections, consumers are left with a surplus of clothing that no longer aligns with the prevailing trends. The consequence is a mounting issue of clothing waste that poses environmental challenges and fuels unethical production.

Lower prices can often be associated with lower quality. Factors of whether the clothes are good quality or durable become less attributable to the buyer's decision. According to Ellen Macarthur Foundation, customers lose $460 billion USD in value globally each year by discarding clothes that could continue to be worn. Especially in relatively high-income countries, clothing is significantly under-utilized. In the last 15 years, production has approximately doubled while usage has declined by 40% (“Fashion and the circular economy”). Following this trend, we can conclude that the production and usage of fast fashion will continue to worsen. 

Although shoppers might get the illusion that they are saving money, that is most likely not the case in the long-run. While fast fashion is cheap, it is made poorly and will keep you in the cycle of repurchasing again and again. When low-priced pieces are purchased many times over, it too can become expensive. Influencer Christina Mychas tells Teen Vogue, “If you did an actual spending analysis to see how much you're spending per year on clothing, and then compare that to what you're actually wearing in your wardrobe, you may be in a position to re-evaluate what you can afford to buy” (Nasinde).

While the low prices of fast fashion offer an immediate sense of gratification to shoppers, the consequences of this affordability extend beyond the initial transaction. The quick turnover rate of fashion trends, coupled with the often lower quality associated with lower prices, contributes to a cycle of neglect and waste.

Written by Lina Li

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References

Bain, Marc. “From Forever 21 to Online Shopping, Why Fast Fashion Is So Addictive.” The Atlantic, 25 March 2015, https://www.theatlantic.com/entertainment/archive/2015/03/the-neurological-pleasures-of-modern-shopping/388577/.

“Fashion and the circular economy.” Ellen MacArthur Foundation, https://ellenmacarthurfoundation.org/fashion-and-the-circular-economy-deep-dive.

Nasinde, Shama. “Is Buying Fast Fashion in a Recession Actually Worth It?” Teen Vogue, 21 April 2023, https://www.teenvogue.com/story/is-buying-fast-fashion-in-a-recession-actually-worth-it.