Clever Ploys Keep Fast Fashion Alive And Kicking

by: Well Made Clothes Staff | 1 month ago | News

Image: movie still from Confessions of a Shopaholic. Image source.

British MPs last year predicted that the planet cannot continue to sustain fast fashion production. They named the industry a major source of greenhouse gases and said that discarded clothes are also piling up in landfill, while fibre fragments flow into the ocean. As a result of figures like this, ethical fashion is now on the rise. However, that doesn’t necessarily mean that fast fashion is suffering. 

It might seem this way, given that H&M closed about 140 stores last year and Zara closed 355 stores, with more still to come. However, as Fortune points out, these closures signal less a death knell for fast fashion retailers and more a sign that these big players are learning to adapt their clever ploys to trick us into buying more than we need.

“Europe’s fast fashion giants may have been slow to wake up to the threat posed by e-commerce,” writes Geoffrey Smith. “But it looks more and more like they have raised their game enough to survive – and maybe even prosper.”

It’s no secret that, as sustainability has become more popular, fast fashion retailers have begun greenwashing more. But their recent move to double down on the ever-growing sphere of e-commerce just goes to show that these brands are more adaptable than ever.

According to the Norwegian Consumer Authority (CA), for example, H&M is “misleading” consumers by failing to provide adequate detail about why their garments are less polluting than other garments. This vagueness, they say, is at the centre of fast fashion’s clever greenwashing tactics.

“We would like to underscore that we consider H&M’s claims to be misleading—not false,” says Elisabeth Lier Haugseth, director general of the CA. “Since H&M is not giving the consumer precise information about why these clothes are labelled Conscious, we conclude that consumers are being given the impression that these products are more ‘sustainable’ than they actually are.”

So before we rest easy with the assumption that ethical fashion is on the rise and fast fashion is on the decline, then, it’s important to see these clever ploys for what they are: carefully crafted strategies that help keep this sector alive and kicking.

 

 

 

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