Fast-Fashion's Correlation to Gen Z and Social Media

The history:

Clothing’s role in society has revolutionized over the course of the last 30 years. When clothing was purchased in the mid-1900s or earlier, it was made to last. Sourcing your own material for clothing and crafting it yourself, or paying high dollar for someone else's labor was their normal. However, at the rise of the industrial revolution with the invention of the sewing machine, something changed. All of a sudden, clothing that would have taken almost 15 hours to make, could now be made in only an hour. This new ability drastically changed the intentions behind the textile industry. Some of the large-scale fast fashion companies known today, such as Zara and H&M were the first companies that paved the way for other companies that would pop up later. These companies' mission was for clothing to take only 15 days to go from the design stage to the inside of stores and be ready for customers to purchase. The accelerated production within the clothing industry shifted the intentions behind clothes. Clothing items were no longer made authentically and to last. Instead, they now could be made cheaply to follow fashion trends and ideas presented on the red carpet. Trends developed as fast as they disappeared, and this cheap method of creation allowed for all classes of society to jump on these trends, and throw out items purchased after only a few uses. This accelerated speed of creation with cheaper materials and cheaper prices substantially increased consumerism in the fashion industry. The idea of ‘throw away’ culture developed. Constantly having to throw away cheaply made clothes after one use, caused individuals to have to buy more, and more often. This new consumer behavior caused long-term effects in the fashion industry which have led to disastrous issues in other aspects of society.

Environmental concerns:

One major problem with this glorified way to mass-produce clothing is the negative environmental repercussions. In order to facilitate speedy production, eco-friendly options were not considered or used. Fast fashion’s materials would include cheap and toxic dyes that are known to have carcinogenic properties; fabrics such as polyester which are derived from fossil fuels; and cotton, a natural fabric that causes extensive damage to ecosystems through the use of pesticides and large areas of land becoming commercialized. Materials like these cause the fashion industry to be the second-largest polluter of clean water in the world, aside from agriculture. In addition to this, it is found that 84% of clothing winds up in the landfill or in incinerators. For something that is so avoidable, this is a large and devastating feat for our planet. Various companies such as Greenpeace have been advocating against this problem and urging companies to remove these dangerous chemicals from the production method through certain fashion detoxing campaigns. Though some effort is being made to solve this problem from the source, becoming an educated consumer in our society is becoming more and more critical for ending the lasting environmental effects.

Inadequate working conditions:

In addition to extremely toxic influences on the planet, unacceptable working conditions are another significant problem. Fast fashion companies are known to take advantage of workers overseas in order to inflate profits. Not only are these workers underpaid, but they also work under dangerous working conditions, with no benefits or insurance. One example of a toxic business system going wrong was in 2013 when a building collapsed killing over a thousand people that were employed in the building. These factors are often not considered by a consumer when they go into a fast-fashion store. Generally, consumers are ignorant of the underlying problems behind the clothing they purchase. This is of course how these brands market to audiences, by putting their best foot forward, cheap and trendy clothes. However, this again accentuates the value of becoming an educated consumer. Overall, this information begins to make clear the toxic environments the employees endure in order to produce clothes that become invaluable after only a few wears.

Misinformed customers:

Next, it should be taken into account how fast fashion can influence consumers. In many cases, the throw-away culture that has developed with fast fashion leads individuals to buy and spend more than they need to. Since clothes are cheaper, an individual can afford more items. Additionally, the repercussions of these cheap materials are the merchandise falling apart much quicker, which leads to consumers buying items more frequently. However, in some cases, an individual may see frequent purchases as a highlight, since they can maintain relevance within the current fashion trends. This cycle only perpetuates the toxic cycle embedded within the fast fashion industry. A natural sense of want and discontent with our current closet pieces is how these clothes are marketed to us by fast fashion brands. In order to counteract this phenomenon, the responsibility of becoming an informed consumer falls on the individual to educate themselves.

Rise of fast fashion in correspondence with Gen Z:

Gen Z has never seen a world without fast fashion. About the time that this industry really began picking up speed, this generation began shopping. The start of the twenty-first century brought on certain fast fashion brands such as ASOS or Shein that would aim to have anywhere from 700-1000 new items per day, or around 5,000 new looks per week. Fashion was no longer seen through seasons, rather it was seen through a constantly evolving lens. This was the culture that was embedded into the childhood of this age group, which makes it hard to condemn this group of individuals when it is the only way they have ever lived. In spite of this, it is found that most of this generation does support sustainability. In many cases, this generation chooses to shop in thrift stores to reduce this problem, however, it doesn’t limit the problem of mass consumption. Thrift stores still provide cheap clothes so individuals often buy much more than they need. Yet, it is still found that with the help of environmental advocacy from Gen Z, the fast fashion industry has begun to slow down. Even if some companies are trying to source greener solutions, it still doesn’t change the massive problem with overconsumption within the clothing industry. The only real solution to this problem is to buy ethical long-lasting products and buy less. Having no more closet space doesn’t always have to be the sign that says you have too much.

Fast fashion and social media:

Social media has only heightened the problem with fast fashion culture. With the broadening reach of social media, its power to influence others has increased. Marketers have made sure to take advantage of this advertising tool. Gen Z especially has grown up with the advancement of this digital platform, and the impact it’s had on this generation should not be overlooked. Oftentimes, this generation relies on social media as an entertainer, a relaxer, and a filler for empty moments during their time. Fast fashion companies have learned to use this meld of social media and marketing to their advantage. One survey found that 30% of shoppers were using Instagram as an insight into their purchases. Many influencers having hundreds of thousands or millions of followers pair with different brands to show off their clothes. Individuals that follow these accounts are continually bombarded with advertisements from these influencers in addition to other sponsorships employed by the company. With new targeted advertising abilities, these large companies use algorithms to know what you are interested in, and how to present it to you. Shopping virtually has increased substantially because it is not only psychologically rewarding but extremely convenient. With already addictive apps and websites, and shopping at the click of a button, the correlation between media, Gen Z, and the fast fashion industry becomes evident.

Conclusion:

Substantial connections between the correlation between Gen Z, Fast Fashion, and Social Media can be made. Yes, this is a daunting problem that is having substantial effects on the environment, but there is hope. Slowly, with the advocacy and environmentally concerned Gen Z, markets like these should slowly taper away. The only way to help prevent this problem from continuing is by becoming more educated consumers and making smarter decisions.