Fashion Needs and consumption-Global Aspect

                                           

FASHION BOMB

The more I read about Fashion Industry. I have realized that it's most polluted industry and for that the biggest culprits in the fashion industry is "fast fashion" or clothes made cheaply to meet demands for the hot new styles. However, fast fashion is putting our future planet at risk. We have to understand that a supply chain is its own ecosystem that must be sustained and supported indefinitely in order for the world to see true environmental impact. we must design, develop, and manufacture into that premise. 

• In recent times, despite the deep financial crisis of the last decade, the fashion industry has attained fast growth and has experienced vast transformations. 
• According to the market analysis provided by some of the main international consultancy companies (McKinsey, Deloitte Group, BCG), fashion companies today are operating in a very dynamic competitive environment, dominated by sudden changes and increasing uncertainty.
• The fashion industry is more and more interconnected with the digital world. Digital platforms and digital marketing strategies are becoming prevalent in the fashion market and many new brands have emerged with the development of e-commerce, which allows companies to engage consumers through virtual reality.

Another reason is the fact that fashion tendencies are changing very fast as explained below:

                      

The Origins of Fast Fashion Consumption

working conditions at fast fashion suppliers for brands such as H&M, have not much improved since. Workers still work overtime to meet production targets.

Shifts in Production

Manufacturing was outsourced to low wage countries and demand-driven flexible supply chains were established to ensure a quick response. These changes have led to a doubling of production. At the same time, people are wearing clothes much shorter than before – all at the expense of our health, the environment, and garment workers in developing countries.

With Greenpeace putting pressure on the industry some of the companies have agreed to decontaminate their production until 2020. they will replace harmful substances that pollute river and drinking water in the countries of production, with non-toxic alternatives.

Dead End

One in three person cleans out his or her closet once a year, to make room for new items. The thrown out clothes, 1.3 million tons yearly, either end up in the garbage or a charity bin. Fashion has become disposable, worth little more than a plastic bag. More than 42 countries have restricted, or completely banned, these imports. Apart from the fact that bad quality makes it hard to resell these clothes, the large quantities also harm the local textile industry.

Competitive Pressure

Fast fashion creates competitive pressures and its becoming higher and global demand continues to ask for new collections rapidly. Changing collections about every three weeks has induced consumers to act with a new behavior called “see now—buy now”. Collections and new fashion items are not only seasonal brought to market, but increased during the year.

Smartphone obsession.

According to data from McKinsey and the BoF Fashion Survey of 2018 and 2019, mobile data traffic has surpassed desktop traffic and half of the young generation called “millennials” spend more than three hours every day on their personal smartphones [26,27]. This trend forced many fashion companies to create apps for mobile phones, where customers can visit the website adjusted for mobile devices and buy online directly from the smartphone. As consumers every Sustainability 2020, 12, 2809 5 of 19 year discover.

Found this video quite engaging worth taking look to get some clarity on that.

Please, share your thoughts on it. 

References

1.MDPI 

2.BOF & McKinsey. The State of Fashion Report 2019.

3.FORBES