Is fast fashion reborn by slowing down?

- Jun 17, 2019-

     Can the weakening fast fashion market really be revived by slowing down?In other words, the "only fast" fast fashion has been advocated, can slow down?

    News of Forever 21's exit from China came shortly after news that its U.S. parent company was seeking bankruptcy protection.The fate of this fast fashion giant makes the whole industry's dilemma and confusion completely exposed to the public.

    Not only did Forever 21 fail, but ZARA's inditex posted its lowest full-year net profit in five years, H&M slowed store openings, Topshop's Arcadia group filed for bankruptcy and closed all of its U.S. stores, and New Look posted a loss of 74.3 million pounds in 2018.

    If international brands may fail to localize due to acclimatization, then fast fashion "Chinese disciples" live a cool and hot life with the whole world.Local fast fashion brands, such as wenzhou Smith barney clothing, la chapelle, etc., are also facing the plight of reduced offline channels and declining net profits in recent years.

    "Fast fashion" of the collective collapse, the Chinese people from eating melon to accept, quickly staged a group version of the "heart is almost no fluctuations and a little want to laugh. JPG."The only time they make waves is when you pull up the wool for the last time at the closing sale.

    So, we won't say much about the sad stories of "fast fads". No one CARES about them except themselves.

    But after watching the whole context, we found a very interesting phenomenon, that is, in the "self-help" guide of each fast fashion brand, have branded many traces of "slow fashion".Such as using recycled fabrics, careful consumption, encouraging second-hand clothing and so on.This is clearly the opposite of the original goal of fast fashion -- Speed to Maket -- to keep up with trends and update quickly.

    Can the weakening fast fashion market really be revived by slowing down?In other words, the "only fast" fast fashion has been advocated, can slow down?

"Fashion for good" : the cruel tale of fast fashion

    Chanel-style dresses are $30 and boots inspired by givenchy are $40. MMM is for $50...This is the meaning and value of fast fashion: to copy the style of high fashion quickly and cheaply.In the early days, they were seen as the push to popularize fashion.While it used to take months to six months for fashion to move from runway shows to ordering events to specialty stores, the fast fashion industry has shortened it to two weeks or even weeks of new models, with H&M and Forever 21 shipping new models every day, and Topshop launching 400 models a week on its website.

    In the old days, people designed their clothes according to "four seasons", according to fashion designers, while fast fashion creates 52 "mini seasons" every year.This means that consumers take for granted the need to add at least one new "collectible" to their wardrobe every week.

    Thanks to the Forever 21 and H&M stores that line shopping malls around the world, the crowd has never been so hip.Now, mature markets such as Europe, North America, China, Japan and other countries have begun to take a more active look at the multiple impacts of excessive consumption on society, and the proposition of "fashion for good" has been repeatedly pushed forward.