Fashion Brands Speed Up The Pace Of Renewal And Quality Is Being Squeezed By Consumption.

The autumn trousers, which are disliked by "fashionable personages", seem to have turned salted fish in 2014, or even become popular. With the brand clothing represented by H&M, UNIQLO, Oysho, Zara and so on, at the technical level of "autumn clothes" and "autumn trousers", the "MeMore Cool" has finally been recognized by many young people. However, the updating of materials is far from vigorous. Fast fashion, by instilling "concepts" into consumers, is accelerating the speed of buyers updating clothes.

A passage about a fashion brand is very popular in the industry. Once the founder of a brand stopped at a traffic light intersection and saw a young man wearing a cowboy jacket full of metal sequins. Although many people felt that they were being dressed in such a way of rebellion, the big man felt very innovative. He immediately telephones his design director, saying that he wanted to have such sequins on his own brand clothes, so 2 weeks later, after the first draft was improved and the final molded jacket was placed on the shelf, it sold very well. Among consumers, there are both sports boy and white-collar elite who play street fashion. The popular elements in the street have entered the fashion circle through fast fashion design.

　　 clothing The inspiration can come from the big show, or from the streets and lanes. According to media reports, Inditex, the parent company of Zara, has not only more than 300 designers, but also a team of dozens of people, looking for inspiration in New York's bars, Paris business district, and Spain's streets.

At the same time, fast fashion. market Create fresh feelings through various hints. A fast fashion sale says that consumers who enter the shop know that although they will always encounter new models, it is very likely that the clothes they tried on last week will be off shelves again. In this way, customers will tell themselves that if they see something they like, they must buy it at that time. Whether this fashion is an autumn trousers or a light down feather.

Lucy Siegel, a guardian columnist, once remarked that the vicious mode of "quick satisfaction" and "discarding" and "reconsuming" is the symbol of "fast fashion", which not only makes most consumers indulge in indulgence, but also changes the emotional relationship between people and clothes. Fast fashion is constantly appearing in the joint liability of quality and environmental protection. Who should pay the bill?

During the 2014 employment season, a fast fashion interview was popular in major forums. The author has experienced several fast fashion interviews as a participant, and believes that there are many details for overseas fast fashion brands to learn: one brand is very demanding for the details of the store, and the way of clothing folding is very particular, for example, it is easy for customers to see the width of the trouser legs. Another detail is the placement of mirrors and the matching of lights. "Because the profile of the yellow race, especially the deep outline of the face, is not suitable for the light directly from the top. Therefore, when looking at the mirror, it is more appropriate to light the lamp from the front or the back, and at the same time, the choice of the lamp is also right, not yellow or dazzling, it can foil or even beautify the skin.

However, some things can not be beautified by packaging. According to the report of China's General Administration of quality supervision and quarantine, in the first half of 2014, there were 107 fast fashion brands, accounting for 27%, in 396 imported garments of unsatisfactory quality. The main problem is color fastness and fiber content. Although these substandard products are blocked outside the country, industry insiders emphasize that the cost of environmental protection behind them should be more concerned than the safety of fast fashion.

Resources and environmental problems are Fast fashion The "by-product" of consumption concept. In the textile industry, chemicals are widely used in the production process, and its durability and toxicity are one of the main sources of water pollution. Including dyeing, cleaning, printing and fabric finishing, it is also easy to produce a lot of toxic and harmful substances.

At present, "environmental cost" is becoming the largest purchase of the fast fashion industry. Some commentaries say that although some fast fashion brands start to recycle old clothes and reduce clothing waste, when you get a fast fashion garment produced by Kampuchea and Vietnam, can you think that this is a way that some fast fashion brands will shift the "human and environmental costs"?