Case Study Fast Fashion

5 May 2016

After two decades of fast fashion popularity, retailers and consumers have come to realize one of its biggest issues, its impact on the environment. Can fast fashion and sustainability work together?

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Step 2

The affordability of Fast Fashion is one of the main reasons for its high demand. Lack of authenticity or Intellectual Property.
Fast Fashion has forced retailers to desire low cost and flexibility in design. Lack of quality in production Rapid production prevents consumers to get an idea of what’s to expect. (Forecasting) Excess of production.

Wastes of these products from the retailers and consumer harm the environment. Reveals what is exposed in runways and fashion shows ahead of time. Fast fashion exploits the young consumer by incentivizing impulse behavior. Consumers are getting used to buying more frequent.

Due to such rapid turnover, there’s a lack of exclusivity.

Step 3
1. Higher quality, lower quantity.
Pros
Better option for repair: The customer will rather repair a good quality garment than can last than an inexpensive low quality one. Customer satisfaction: Consumers will be happier with a better value product. Long life: Products that are of better quality will definitely last longer so the consumer wont be forced to dispose.

For the retailer, there is a great possibility they may attract a variety of new consumers that do appreciate superior quality. As a result of lower quantity, garments will stand out by
look fresher and spacious on the sales floor.

Cons
Retailers may suffer fewer sales. There is a possibility they may lose some of their usual customers. Fewer options, now that there is a lower quantity. Higher quality means it wont be as affordable for the consumer as it used to be. Companies may have to reinvent themselves and state the fact that they are now enhancing the quality of their products. Consumer will be unwilling to compromise on price.

2. Personalization of Clothing

Pros
Consumer will be satisfied with having a say in the creation of its particular product. This idea will attract and motivate many more consumers. It’s innovative and fun for the consumer. The design will be personalized and the consumer will want to keep.

Cons
May require more shopping time for the consumer
Products may not be as inexpensive now that the retailer will cater to every individuals needs. Consumers of fast fashion may be disappointed that there will now be less variety. Consumers may not adapt to this idea and reject it.

2. No more wasting, get compensated! Recycle and Reuse.

The system involves customers bringing all the used items back to the stores and getting compensated with either a discount or a minimal refund. This is to incentive the customer to care more instead of wasting and harming the eco-system.

Pros
Companies will be take back used garments and send them off to countries in need. Companies will be able to reuse and reproduce them. Customer’s ability to help other in need is facilitated by the companies they have purchased from. Customers get an incentive to bring items back after knowing they also get a discount/store credit/ refund.

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