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Fast Fashion’s Crossroads: Sustainable Revolution or Speedy Decline?

Fashion is a serious business. This $1.7 Trillion Powerhouse employs over 300 million individuals. Production doubled from 2000 to 2014, with clothing purchases per person surging by 60%. Operating at lightning speed, fast fashion has fueled this growth.

They churn out trendy designs, letting customers refresh their wardrobes frequently. Shoppers love it! According to the State of Fashion 2024 report, published by Business of Fashion and McKinsey, 40% of US and 26% of UK consumers have shopped giants like Shein or Temu in the past 12 months.

While fast fashion fuels industry growth, its environmental and social costs are staggering. Consumers often treat these low-priced garments as disposable, discarding them after a mere seven wears according to some estimates. This translates to a shocking amount of waste: for every five garments produced, three end up in landfills or incinerators annually.

The environmental impact extends beyond overflowing landfills. Textile production generates a staggering 1.2 billion tons of greenhouse gas emissions each year – surpassing the combined emissions of all international flights and maritime shipping. Furthermore, reports highlight concerning labor practices within the industry, with garment workers often facing underpayment and unsafe working conditions.

What is ultrafast fashion?

Fast fashion’s already quick, but ultrafast fashion takes speed to an extreme. Remember Zara’s game-changing model in the 90s? Shein, a Chinese retailer, blows that out of the water, churning out 10,000 new designs daily (as of 2023). They’re also dramatically cheaper: $14 per item on average, compared to $26 at H&M and $34 at Zara.

Shein’s pandemic boom is undeniable. Driven by online shopping, they doubled their US market share, becoming Gen Z’s second-favorite shopping site (after Amazon). Their valuation skyrocketed to $100 billion in 2022, though it reportedly dropped to $66 billion in 2023, possibly due to concerns about future regulations.

How are fast fashion companies evolving the business model?

  • Fast Production & Scaling: Networks of dedicated suppliers allow for rapid production and scaling to meet demand.
  • Data-Driven Design: They leverage trend modeling, viral product analysis, and customer insights to create highly desired styles.
  • Loyal Fanbases: Affiliate marketing, influencer programs, and organic social media communities foster strong customer loyalty.
  • Engaging Apps: Gamified apps to earn loyalty points, leave reviews with other interactive features that drive app adoption and keep users engaged.

How are fast fashion organisations addressing sustainability concerns in their C-suites?

McKinsey’s “State of Fashion 2024” report reveals that nearly all of Europe’s leading fashion players now have at least one C-suite executive focused on environmental, social, and governance (ESG) issues. These executives spearhead sustainability strategies to reduce carbon footprints, minimize waste, and improve labor practices.

The most successful companies integrate sustainability into existing roles, rather than creating entirely new positions. For example, Primark, a UK-based fast fashion retailer, appointed their first chief customer officer, Michelle McEttrick, to lead their sustainability efforts.

How can the textile industry make business models more sustainable?

Fast fashion wrestle with climate pressure and changing regulations. The solution? Circular models that reuse resources, unlike the traditional “take, make, dispose” approach.

  • Visibility Matters: Full supply chain tracking across all production stages is key for regulation and sustainability. Blockchain can help achieve this, with companies like Brooks Sports using TrusTrace for traceability.
  • Greener Production: Reducing emissions in material and garment production is crucial. Brands may switch suppliers or partner with innovative startups like Hermès with MycoWorks (fungus-based leather).
  • Durable Design: Clothes built to last will be key. This means stronger stitching and recyclable materials, requiring designers to get creative.
  • Minimizing Waste: Resale platforms like The RealReal and closed-loop recycling (e.g., Renewcell) are gaining traction to reduce waste and create new life for old clothes.

Click below to read more: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-fast-fashion

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