The answer for a sustainable fashion industry?
Written by E. Johansson
Master Thesis: Fashion clothing is first of all a function of keeping warm (or cool) and protecting our body. Fashion is another matter. Fashion can be desire, vanity, art, and the eternal pursuit and realization of perfect lines and beauty. Fashion is an ideal and body image, a symbol of morality and ethics of the age. Fashion can be status, social class, and social belonging. It reflects and arises from people's living and living conditions, and is affected by political, economic and social trends. (Hedén, McAndrew, 2005) It reflects our time, and it is constantly changing. So what does fashion reflect now, what are the current influences in our society, and how do we see them in fashion? This seems to be a struggle between speed. The fashion industry is changing rapidly, with seasons, design, consumption and production, we can continue to pursue shorter delivery times. Fletcher sees fashion and clothing as different concepts and entities. Clothing is material production and fashion, symbolic production, which are connected to us in different ways. Fashion connects us with time and space, deals with our emotional needs, and presents us as social people and individuals. Clothing is mainly related to physical or functional needs, and has the function of sheltering, shielding and protection. When we turn from one silhouette to another to find the next experience, the superposition of this emotional demand and physical goods will aggravate resource consumption, generate waste and promote short-term thinking. Fletcher believes that this makes us feel dissatisfied and powerless, no matter how much we consume, we will never be able to truly meet our psychological needs. What she means is that we need to recognize the difference between these clothes and fashion in order to design more flexibly and intelligently. (Fletcher, 2008) 3.1.1 Today's Fashion Fashion is constantly changing, and it fits the definition of the word. Today, we can see two very different needs in the fashion industry. 3.1.3 Fast fashion Today’s fashion is characterized by fast fashion, that is, according to the principle of just-in-time, a large number of cheap clothing is produced under strong time pressure. Data from the United Kingdom shows that people buy more today compared to ten years ago. In 2007, women bought 34 pieces of clothes on average, an increase of nearly 80% over ten years ago. Experts attribute fast fashion to the rapid expansion of our wardrobes, which means that manufacturers are shortening production cycles, and some manufacturers produce as many as 15 "seasons" a year. This almost constant flow of new fashion products from the factory to the store puts a pressure on shoppers to buy before the new products arrive. (Kirsten Dirksen, 2008) Inditex CEO Pablo Isla’s words reflect this problem, “If you enter the Zara store and see something you like, you know you’d better buy it, because if you come back, it will win Don't be there". Even at the highest level, this business model has completely changed the fashion industry. Brands that once launched two seasonal collections every year now launch new styles throughout the year. (Binkley, 2007) Fast fashion means "just-in-time" manufacturing and achieve faster retail turnover. The production life of styles is short, which usually means the use of cheap fabrics, low wages and exploitation of workers. (Clark, 2008) In addition, these cheaply produced garments are usually not durable, in terms of fashion or materials, which means they need to be replaced, which increases the consumption rate. (Pears, 2006) The development of the manufacturing industry in the fashion industry, such as the increase in production speed and the acquisition of cheap labor, has reduced the price of clothing. Not to make a more thoughtful buying decision. Read Less