Why can’t we stop buying fast fashion? Fast fashion term is used to describe a highly profitable business model based on replicating runway trends and high-fashion designs, mass-producing them at low-cost, where sustainability is usually not the priority. Due to increasing influence of social media people buy more clothing/accessories than they would previously because fast fashion changes so quickly and is also budget friendly.
Fast fashion’s development falls in line with globalization and the logistical efficiency of the 21st century. H&M is one of the largest retailers in the world and holds a stronghold over most people’s shopping habits. The rise of influencer culture and aggressive marketing has opened up a niche for fast fashion brands. Visual platforms like Instagram and Facebook drive the fast fashion economy and affect how normal people think about their own clothing choices. Now-a-days people are dressing to be “seen” when they go out, thanks to social media. Wearing the same outfit twice has become a taboo. Fast fashion has changed the game for frequent shoppers, resulting in lot of options to shop in the budget. Brands like Forever 21 & H&M are often considered as preferred shopping place for many people, considering the price points and seasonal/trendy pieces.
