The appeal of fast fashion from stores such as Primark stems from the consumerist desire for disposable, new clothing without the hefty price tag. The rise of social media influencers wearing trendy pieces compels fast fashion brands to imitate the styles for cheap prices, which buyers may justify as a steal of a purchase. However, the disposability of fast fashion comes with a cost unrelated to money. Retailers have extreme systems resulting in abuse of labour workers, copious amounts of waste in landfills and overall a very unethical, vicious cycle that is exacerbating our environment.
Why do people love fast fashion?
In the U.S. 88% of consumers said they prefer fast fashion, but why is this the case? Predominately, fast fashion is very affordable and accessible. The high increase of supply and demand results in a need for clothes to arrive quickly without the need to travel to the nearest charity shop or take a long browse on Depop. Furthermore, the online aspect of fast fashion revolutionised the idea that every type of style and item from a brand is accessible with a click. This simple element of fast fashion drives consumers who are too busy to shop, yet want new and trendy items.
