How Sustainable is Fast Fashion? An Investigation of Shopper Opinions in the Zaras of Taiwan, Thailand and India
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The fashion industry has significantly evolved since the 1990s, forcing retailers to adopt low cost strategies in design and quality to remain competitive. In this context, the so-called “fast” fashion requires companies to react quickly to changing tastes. Fast fashion refers to low-cost clothing styles that mimic luxury trends (haute couture), but in considerably unsustainable ways. It leads to premature obsolescence and in economic terms to “negative externalities”. Indeed the environmental impact of this business model forces policymakers to enact initiatives such as waste disposal regulations and production taxes.
We address in this paper dissonances among fast fashion consumers from Thailand, Taiwan and India, who share various levels of ecological concern. Semi-structured interviews were carried out, showing that there is a growing awareness of environmental issues; however a gap between attitude and behaviour remains. We interrogate fast fashion in the context of climate change, and discover innovative and downright sexy ways of promoting sustainable fashion in order to counter climatic threats wherever you are and whatever you do.
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