Back in the day, clothes shopping was only done occasionally. People tend to only purchase a few garments a couple times a year. However this has now changed. Clothes are becoming more and more cheaper and easier to access with online shopping as well as more and more collections being released for consumers to purchase... There is an increase in the number of brands that are selling clothing for really cheap where many customers are wearing the garments once and throwing them away. This meant that society could purchase what was trending on the catwalk shows and what their favourite celebrities were advertising on their social media. However consumers are questioning what is the true cost of cheap clothing, how its been possible for their clothing to be so affordable.
WHAT IS FAST FASHION?
Fast Fashion is affordable clothing, taking ideas from the runway and influential people such as celebrities, making them into finished garments at fast speeds.
HOW DID FAST FASHION OCCUR?
Before the 19th century fashion was very slow. People had to find their own fabrics, get them woven and them made into a finished garment. Then the industrial revolution happened which introduced sewing machines making the process of manufacturing clothing is much quicker and less expensive.
By the 60s and 70s, younger people were following new trends and they used it to be expressive. More recently online shopping has taken off, with high street brands taking charge and selling affordable clothing.
HOW TO DISTINGUISH A FASHION BRAND?
- Thousands of styles
- Short turnaround time from seeing a garment on the runway to seeing it in stores
- Low quality fabrics