Fast fashion and its negative impacts
Introduction
Although Fast Fashion fashion is affordable and has a high demand, causes a negative impact on areas of quality, environmental and labor ethics, so they must use other alternatives. To begin, the tendency to buy Fast Fashion has had great growth over the years. Therefore, the authors Vázquez, Navarro and González, highlight that they are economic imitations of designs that are in tendency and mark the latest fashion in the world.
That is why Romero López states that Fast Fashion brands differ from competition for using different advertising techniques. On the other hand, Ghemawat and Nueno, mention that the garments are produced massively to sell them quickly and a more affordable price can be purchased. In this regard, López Barrios, ensures that the textile industry is one of the most pollutants worldwide for the waste it generates, the high consumption of water, energy and chemicals. Also, Monroy Kleemann.
Developing
In principle, the authors Vázquez, Navarro and González, academics from La Salle University, in their report published in the renowned Latin American Social Research Magazine state that some of the brands that enter the Fast Fashion category are: Zara, Pull &Bear, Shein, Forever 21, H&M and GAP.
They explain that some of the characteristics of this type of clothing are: their affordability, due to the type of material, its reduced delivery time and the low cost of the labor used;In addition to a short production process, it is highlighted that some brands take only two weeks to elaborate said merchandise. Also, Romero López, adds that another factor of their popularity is that although they are economical, people customize them with accessories and combine with other garments so that it makes them see elegant. In addition, Monroy Kleemann, mentions that another aspect is the frequent innovation in the designs that put on sale with the aim of fulfilling the tastes of buyers.
Therefore, Vázquez, Navarro and González say that the high demand of these products is due to satisfy the momentary desire of customers, since it gives them the opportunity to buy clothes in trend, that is to say fashionable, at a low cost. The author Romero López, a degree in advertising and public relations, graduated from the University of Valladolid, says that in addition to being cheap, the Fast Fashion brands use marketing strategies, which show that the price is not the only thing that impacts the consumer at the timeof the purchase decision.
Their communication campaigns have an attractive and captivating content that impacts their buyers and makes them relevant, thus managing to integrate into the trends and cultures of different countries. This is reflected in stores such as H&M, which invest much of their budget in advertising, both in traditional media, as in events and alliances with other brands.
Some of them make use of influencers, who through social networks promote and share garments to their followers, influencing their purchase decision;It is very important to determine which are the most appropriate media for the campaign to be attractive, original and striking.
They use media such as television, magazines, ads, alliances between brands and the Internet, to highlight the benefits of their products, inform their consumers about the latest news of fashion, promote their campaigns, even reach a mass audience and relateWith your customers. Today, technology has revolutionized the way to sell and allows companies to do it online, without having to open a place or have a physical location, where customers have to go buy their products, facilitating thus facilitatingTHE SALE PROCESS.
So when Monroy Kleemann comments that the Fast Fashion generates the overconsume of garments purchased by customers, he explains it by stating that individuals buy more than they need. Monroy Kleemann, quotes Greenpeace, to comment on how the life cycle of clothing has become much shorter.
Therefore, López Barrios mentioned that the low quality of these garments causes them to have little use and then they are quickly discarded. Similarly, Vázquez, Navarro and González explain that those who acquire Fast Fashion clothes are satisfied at the time, but these clothes suffer damage easily and have little durability so they have to get back again clothes again, before expected.
They express that around 80 billion garments in this sector are bought annually in the world that, in the short term, may seem cheaper, in the long term they represent a much greater expense because of the low durability of the material, with which they are manufactured . Consequently, Fast Fashion has a tempting appearance, but it is not a timely or profitable investment.
To continue, the authors Ghemawat and Nueno, academics from Harvard University, argue that although the textile materials with which this type of garments occur are more economical generally more damage to the environment, because the materials used in theseTrends are cotton, animals such as wool, leather and silk, artificial base such as lycra, rayon or polyester;which is important since they estimate that 25% of among all insecticides used in the world are used in cotton cultivation.
Likewise, the author López Barrios, designer of fashion, whose article was published in Google Academicamong others.
The problem is that not all the chemicals used remain in the final product, because after fulfilling their work they are discarded. Jeans are an example of the most used garments and their manufacturing is one of the most pollutants in the market. This is due to the fact that after the dye process washed, drying and sometimes bleaching, so they give off variety of fibers, dyes and chemicals, contaminating wastewater.
Also, Monroy Kleemann, explains that the poisoning of rivers and seas originated by the textile industry causes great devastation in the natural resources of the planet. In addition, excessive water use and energy consumption in this industry causes a great impact on climate change, which makes this sector the second most polluting in the world.
On the other hand, Vázquez, Navarro and González comment, that this type of clothing has negative impacts since it occurs until the time their materials deteriorate. Therefore, author Monroy Kleemann, graphic designer graduated from the University of Chile, explains that another of the problems generated by Fast Fashion is the lack of labor ethics.
Monroy Kleemann, quotes Fernández, mentioning that Fast Fashion has been immersed in breach of labor and human rights regarding the treatment of workers who make clothes, with the aim of lowering production costs. According to the organization of the organization against poverty, War on Want, in Bangladesh during 2009, 74% of workers not achieve their goal raised, were forced to work overtime without any remuneration.
The workers have working days of up to more than 12 hours a day, while their salaries are so low that they do not reach their vital minimum. It has been demonstrated with different investigations how fast fashion companies have put their own economic benefit in the place of seeing for the welfare of their workers.
Therefore, authors Vázquez, Navarro and González comment that although in a way, this fashion has high demand, its negative consequences have been tried. Through alternatives such as bazaars, outlets and second -hand clothing, which are also economical, they have better quality and variety.
Currently, there are even cell phone applications that allow you to buy clothes in good condition, without falling into the purchase of fast fashion clothes. On the other hand, López Barrios, says that the damage that textile waste does affects the environment but there are ways to gradually reduce this damage. For example, the “vintage” fashion that is to wear old clothing and mix it with modern, thus saving expenses for buying clothing and avoiding waste.
Another alternative is to use natural materials that do not damage the environment such as the use of natural fibers, linen or bamboo. In the same way to be more aware when discarding a garment, analyzing whether it can be reused in any other way. That is why, Ghemawat and Nueno (2006), mention that stores such as Zara, H&M and Forever 21 are working to launch a limited number in sustainable garments, made with organic cotton pretending to obtain greater durability.
Monroy Kleemann, insists that buyers of these multinational stores need to inform them. In the same way to be more aware when discarding a garment, analyzing whether it can be reused in any other way. That is why, Ghemawat and Nueno (2006), mention that stores such as Zara, H&M and Forever 21 are working to launch a limited number in sustainable garments, made with organic cotton pretending to obtain greater durability.
conclusion
In conclusion, all authors agree with the idea that Fast Fashion mainly has a negative impact on the world. This is why Romero López states that this trend has a high demand due to its low cost, as well as its successful marketing strategies to attract its customers. In addition, Vázquez, Navarro and González explain that although these garments are economical when acquiring them, in the long term they are a greater expense due to their little durability.
Therefore, López Barrios, Ghemawat and Nueno agree that when producing these garments many pollutants are detached to the environment. Monroy Kleemann, explains how Fast Fashion stores are focused on the success of their company regardless of whether the labor rights of their workers are left aside.
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