Is Slow Fashion Worse Than Fast Fashion?

It seems that they are always pursuing how to make themselves "faster".

According to the world clothing shoes and hats net,

A coat produced from

It takes only 25 days to complete the whole process of delivery, production and logistics to the flagship store in Fifth Avenue.

But now, fashion brands including ASOS and Boohoo are already faster than Zara and H&M.

According to the world clothing and shoe net, according to Goldman Sachs's latest research results, ASOS has 4500 new products per week, while Boohoo only takes 1-2 weeks from design to up-to-date.

Thanks to the rapid operation, both companies will increase their revenue growth expectations in the new fiscal year.

Fast fashion brand

Another Japanese fashion giant, UNIQLO, also said that speed decides everything, and its founder Liu Jing said in an interview earlier that, just as its parent company called "fast sales", the company plans to reduce the shipment time to 13 days.

When all brands are making efforts for faster efforts, young people who like to catch up with fashion and fashion do not have to worry about not finding the popular fashion nowadays.

Of course they get it.

But I wonder why the quality of such a fast fashion product is so cheap. What is the quality of such a dress? Why do consumers buy them? Once the tide is out of fashion, it may remain in the closet after a season, so today we would like to talk about it. If it slows down, will it really be worse than fashion?

How did slow fashion die?

We must be familiar with the definition of fast fashion. No matter the traditional brand, the Internet brand or the new brand are imitating the fast fashion mode, thinking about how to make a quick response to fashion and push it to consumers.

Knowing fast fashion, slow fashion is the opposite.

It is considered to be a more rational and lasting fashion, emphasizing the eternity and individuality of style and difficult to reproduce.

But the fashion of fast fashion is slowly killing slow fashion.

Why should you spend more money on less clothes? Starting from the European clothing market of fashion origin, combing how fast fashion can slowly erode your wardrobe.

In the view of author Lucy Higl (Lucy Siegle), the production mode before 80s strictly distinguishes the boundaries between fashion and clothing, and the whole system is also divided into three parts: the top of the uniform, clothing and the fashion in the middle market.

Slow fashion for uniform

The unique selling point of uniforms is that each garment can embody exquisite craftsmanship, the integration of designers and creators, and limited capacity.

At present, many independent designers still follow this pace, most of them meet with buyers through various fashion week.

The design and production of garments are still unique, and there will be masterpieces of professional designers, but the production is relatively industrialized.

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With the gradual disappearance of "home-grown fashion", the labor force has shifted to lower cost areas, the import ratio has soared and clothes are becoming cheaper and cheaper.

Fashion is almost completely reduced to the product of industrialization. They take samples from standardized edition and add fashion elements, which are given shorter life cycle when designing.

Fast fashion brand Forever 21 store

They all have the title of "fast fashion", and they also make the separation between fashion and clothing more and more obscure.

At the moment, whether it's underwear, pajamas, or sweaty sportswear in the gym, consumers want to be the latest, the most tidal, and the best styled styling of a star designer.

As a result, a big wave of clothing entrepreneurs in the field of subdivision, taking advantage of the escalation of consumption has mushroomed.

Fast fashion brands have become masters of fashion psychology, successfully refreshing the history of people buying the most fashionable costumes at the lowest price.

H&M is better.

As early as ten years ago, it was good at leveraging the charm of the designer of the trump card, trying to create a high fashion atmosphere, so that both sides were happy.

After that, ZARA, UNIQLO and Topshop are all competing to follow suit.

For mainstream retailers, cross border joint names can ignite public enthusiasm for any products that are associated with celebrities and luxury products, but also for front-line designers and independent designers to increase exposure to a large number of mainstream people.

After catching up with consumers' desire for shopping, the fast fashion train becomes more and more out of control.

Why is fast fashion so cheap?

For fast fashion, time is money.

"The success of this business is all about shortening the strain time.

In the fashion world, inventory is like food, and it soon breaks down.

Former Zara parent company Inditex Group Chairman Jose Maria Castigano (Jose Maria Castellano) said.

H&M product advertising

When Topshop reduces the production cycle from 9 weeks to 6 weeks, the delivery time of H&M takes only 3 weeks, and even detonating the "throwability" of fashion products.

A piece of clothing is like a disposable chopstick. No one cares if it can be worn several times.

If Topshop and H&M just consciously conform to the shape of teenagers' tastes and take advantage of the red people to attack young people's market, the role of the fast fashion mode revolution is played by the brand Zara, which is more mature in popular fashion.

Lucy wrote in his book that several practices of Zara have completely broken the traditional rules of fashion game.

ZARA draws inspiration from the style of Saint Laurent.

This Spanish retailer draws inspiration from the popular style of the show, each model producing only a small number of products, and stimulating buyers through fast response flexible supply chains.

In addition, some non technical methods are also helping speed up the circulation.

For example, buying semi-finished products, planning professional logistics corridors, and so on, and in order to save time to pport to stores, Zara style 50%-80% is manufactured in Europe.

These superficial reasons are often used to explain why fast fashion people can sell such low prices.

But what kind of alchemy is there? Amy Howarth, UK marketing director, explains: "UNIQLO is a SPA retailer with its own clothing brands, including raw material acquisition, design, product development, manufacture, distribution, inventory management, and final sales, so as to get rid of middlemen for lower prices." (Amy Haworth)

Taking advantage of its own stores, Asda, one of the British retail giants, has also taken a fancy to the clothing market and established its own brand George.

Fiona Lambert, its brand director, owes its low price to sustained and efficient operation.

In addition, centralized procurement of raw materials, large-scale production and pportation have made the single price lower.

Zara style 50%-80% is made in Europe.

In such a situation, some of the old fashion retailers like Martha's department are not so easy.

Fashion factories are destroying your taste.

In the MODE TALKS industry talks held in Shanghai fashion week, Xu Shi, the purchasing director of H&M China, was asked how to balance the relationship between fast fashion and environmental protection.

She talked about the brand's attempts to solve environmental problems, such as integrating environmental protection concepts into the selection of money, studying the recycling economy of clothing from science and technology, and developing joint designers and using environmentally friendly fabrics.

For this commonplace problem, fast fashion people always have their own response.

But it is undeniable that this will make clothing costs higher and higher, which means losing the intention of fast fashion and low price.

Therefore, although fast fashion enthusiasts are talking about environmental protection, they are still regarded as hypocrisy by many people.

Of course, we do not want to discuss too many environmental issues here. This may involve more human and social problems, but rather talk about how brands, styles and fashion industries themselves are affected by fast fashion.

"Fashion is a man-made infectious disease."

In 1906, George Bernard Shaw, a prominent British realistic playwright, once said contemptuously, "demand can be instilled, which is completely understood by fashionable businessmen.

It is easy for them to persuade consumers to buy old clothes before they are worn out and replace them with new ones.

More than 100 years ago, the literary master accurately predicted the current situation of the clothing industry and consumer groups.

Buying clothes seems to have become an impulse to refresh wardrobes according to season and fashion trends, rather than to love or respect styles.

Fast fashion may be the culprit.

According to survey data, 64% of the clothes in women's wardrobe will not wear more than 3 times, only 20%-30% will wear it regularly.

The real "original sin" of fast fashion is actually "over consumption culture".

"Compared to its massive, cheap and two week business model, the direct impact on the environment is more damaging. Fast fashion culture has completely changed people's consumption habits and reduced the economic cost of impulse shopping and wasteful behavior."

Losing the judgment of style not only makes consumers blind, but also makes more small and medium-sized clothing brands lost in the tide of fashion.

In order to get a picky market and the approval of the budgetary buyers, designers are bound to balance their individuality with the good selling.

It is always a difficult point to combine brand with fashionable elements.

Fortunately, more and more independent designer brands and buyer shops are trying to make style confrontation, and some electronic business platforms and online collection stores are also making efforts.

In a Taobao shop owner with original design brand, even a fast-paced electricity supplier with good product design can still slow you down within a reasonable range.

In contrast, the pursuit of quantity update speed, good design can make the brand more vitality.

Even with H&M, born in Sweden, the raincoat brand Stutterheim is totally different from its clothing creation logic.

It makes the raincoat a fashion item priced at 2000 yuan and can be worn for a lifetime. It opens more than 1000 retail stores worldwide, so that everyone can remember it when it rains.

Fast fashion has the rules of fast fashion.

But redefining clothing as a meaningful investment, rather than a daily consumable, is actually in the hands of more people.

More interesting reports, please pay attention to the world clothing shoes and hats net.