Fast Fashion, Fashion Brands and Sustainable Consumption by Subramanian Senthilkannan Muthu

Author:Subramanian Senthilkannan Muthu
Language: eng
Format: epub, pdf
Publisher: Springer Singapore, Singapore

With a place dedicated to them, women discover that they have a body, needs and desires, which until then was only reserved for men.

Moreover, in 1851, an innovative machine was created to facilitate the way of producing goods; its name is the SINGER sewing machine. The fashion industry has been totally reshaped; it allowed fashion companies to produce clothes in bigger quantities. It is also the time of size standardization. Clothes were for all of them tailor-made, however you cannot produce in a large quantity if you have to adapt each clothes to each morphology. This is one of the reason why size standardization has been the solution to make fashion industry more profitable in term of lower cost of production for cheaper prices. Cheaper prices also had a result on increasing the sales.

It as well had a huge impact on the consumption and on the consumer behavior for one main reason: Frustration.

The main motivation for buying clothes at that time was self-image and social class recognition, customers got frustrated when they could not buy a dress they liked because it didn’t fit. Thus, people began to buy more and more to counter this feeling of frustration. Purchasing became a necessity to compete against the other bourgeois to really set up their rank in the society.

These historical facts really show what is the problem nowadays, it hasn’t changed that much. Today people are buying more and more in order to stay fashion and satisfy a need. Consequently, people spend more and more money into clothing, thinking it’s cheap so they can afford it, in fact they become poorer and poorer and make this fast fashion industry growing faster and faster.

In the old days, every fashion brands had catwalks and fashion shows to exhibit their creation to clients and yet this is completely different with today’s fashion industry, we shift to a way of producing in order for companies to make big interests.

We just have to look at the following figures to state on this. During the 1960’s almost 95% of the garment district clothing sales were made in the United States unlike today it only represents roughly 3%.

Subcontracting and outsourcing has been the best answer for companies increasing their profit. The idea here is, at less price they will produce it, at less price they will sell it but in bigger quantities.

A study conducted by l’Institut Français de la mode shows the importance of this trend nowadays.

In 2011, European Union countries imported 67.7 billion euros of clothing from around the world. An increase of 22% in five years and 8% over one year, despite a gloomy economic situation. The first export country is China with more than 18.9 billion euros clothing export in 2006. Importing clothes in the European Union is growing year on year.

The EU is Bangladesh’s main trading partner, accounting for more than 24% of Bangladesh’s total trade in 2017. In 2015, Bangladesh was already the EU’s 35th largest trading partner in goods, imports from Bangladesh being dominated by clothing, accounting for something like 90% of the EU’s total imports from Bangladesh.

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