From the social and economic background of the birth of fast fashion, due to the slowdown in the growth rate of major economies in recent years, there is a certain gap between the actual spending power of the people and the demand for high-end fashion, especially young consumers in Europe and the United States. In the group, this contradiction is even more prominent. This concept of fast fashion has thus received universal recognition from society. H&M and ZARA are popular all over the world and are not related to this background.
According to Skoll, fast fashion is the transitional phase of fashion towards commodification. It eases the snobbery mentality of fashion consumption: buying fashionable styles at low prices. At the same time, fast fashion has problems with plagiarism, poor fabrics, poor workmanship, and throwing after wear. In Skoll's view, this vicious model of rapid satisfaction, discarding, and repurchasing is a manifestation of Fast Fashion's emphasis on profit, investment, and recklessness. It also makes most consumers increasingly indulge, unrestrained, and excessive. Greed has become a symptom of the times.
Therefore, in addition to calling for people to reject fast fashion, Sculdger even suggested that Western consumers follow the slow fashion rules - carefully selected, buy better quality, more durable clothes, restrain unlimited desires and irresponsible consumer behavior . According to reports, Sgel's views have had a tremendous response among European and American fashion industry and consumers, and even changed the way many people dress.
From the perspective of environmentalists, Sger studied fast fashion and called for people to go against it. This is undoubtedly worthy of respect. However, from the perspective of people's daily life and spending habits, fast fashion does conform to the trend of the times: Today's people have already lived in an era of pursuing speed.
In fact, the waste of resources is not caused by the fast fashion model itself. If the ecological cycle speed of fabrics can keep up with the speed of clothing consumption under the fast fashion model, the problem will naturally be much simpler. Therefore, it can be said that fast fashion and the rapid elimination of electronic products have in common, they are all the inevitable costs of industrial production levels can not meet consumer desire.
At present, most of the Chinese apparel industry's practice of fast fashion is at the stage of exploration and imitation. For Chinese companies, when all companies are scrambling to define the concept of “Chinese local fast fashion†creatively, we may look at how the West reflects of.
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