COMS0002 Foundation Of Communication Assignment

Introduction-

In order to keep up with the newest trends, a sizable portion of the fashion business is known as "fast fashion," which focuses on quick and inexpensive production of low-quality clothing. It entails quick clothing design, production, distribution, and marketing, allowing shops and companies to offer a large range of goods at competitive prices. Fast fashion, however, has a number of negative effects on the economy, society, and the environment (Niinimäki et al., 2020). The fast fashion business is not sustainable and has a serious detrimental impact on the environment, society, and the economy, it is vital to emphasise. By purchasing clothing made of sustainable materials, buying used clothing, and cutting back on the number of outfits they purchase, consumers can lessen the negative effects of rapid fashion.

Fast Fashion-

In order to meet constantly shifting market expectations, cheap and quickly made clothes is referred to as "fast fashion". Its capacity to provide great fashion at a reasonable price has helped it grow in popularity. Companies like Boohoo, Shein, and Fashion Nova have been at the forefront of the fast fashion industry's recent expansion. These businesses have had success attracting young women under 352(Nguyen et al., 2021). With social media users rising from 970 million in 2010 to over 4.48 billion in July 2021, social media has been instrumental in the growth of fast fashion.

Social media and influencers have become important venues for spreading trends thanks to the fast fashion business model, which has altered advertising and marketing channels. Concerns have been expressed regarding the fast fashion industry's effects on society and the environment, though. Fashion obsolescence is a result of the introduction of trends and the quick replacement of goods, both of which are harmful to the environment. The fashion industry, which is a global market of more than $2.5 trillion and an important contributor to our economy, employs more than 75 million people worldwide (Bailey et al., 2022). From 2000 to 2014, apparel production doubled, and the industry has seen extraordinary growth in recent years. “Although people bought 60% more clothes in 2014 than in 2000, people only wear them half the time. While the fashion business is booming, the environmental damage of the responsible industry is increasing. Water resources are destroyed, rivers and streams are polluted, and 10% of humanity's carbon emissions come from the fashion sector. In addition, according to UNECE (2018), 85% of textiles are thrown away once a year, and washing some types of clothing releases large amounts of microplastics into the ocean (von Busch, 2018)”.

Human Cost of Fast Fashion-

Fast fashion also has human costs; Textile workers, especially women in developing countries, are sometimes poorly paid and work long hours in harsh conditions. This situation has led to human rights violations in many places (Human Rights Watch). Health problems arise from the use of chemicals in the production of clothing for consumers and industrial workers. Pollution has other health effects apart from those mentioned above. “Localised dressmaking enterprises made apparel for middle-class women outside of couture houses, while women with lower means continued to make their own clothing(Zhang et al., 2021)”. Dressing companies usually employ a group of workers in the workroom, and some tasks are transferred to "sweaters" or people who work at home for a small fee. The use of "sweaters" in the 1800s offers a modest peek of what would later serve as the foundation for the majority of modern clothing manufacture, despite the fact that these kinds of operations were largely localised.

People buy more garments than they need and swiftly toss them out of their closets thanks to the fast fashion business. Due to this, a lot of waste has been generated, which also contributes to the depletion of natural resources. “By 2030, solving the social and environmental issues brought on by the fashion industry would boost the world economy by $192 billion. Although historically firms would prepare new ranges many months or even years in advance, fashion brands have traditionally leveraged new trends and cheaper pricing to draw customers.” There are fewer items available and the rate of change is slower. In contrast, the goal of fast fashion is to adapt as quickly as possible to the ever-changing needs of consumers. “Social media, celebrity/influencer culture, and the rise of quick fashion are all connected. Fast fashion companies scramble to be the first to offer an item after a celebrity shares a picture of themselves in a brand-new outfit and their fans demand it. Young people, or so-called Gen Zs, who have grown up in a social media and influencer culture are frequently the target market for fast fashion firms. In fact, a recent survey indicated that over 75% of people aged 18 to 24 think that influencers might be partly blamed for the growth in disposable clothing.” As a result of fast changing trends, manufacturers are under pressure to make clothes faster. “With only a few months' notice, factories are expected to create new routes that make the workload and number of jobs available to employees unpredictable and unstable.”

Many British fast fashion companies have moved their clothing production to the UK due to the pressure of clothing production. In the past, almost all clothing brands sourced their products from underdeveloped countries such as Bangladesh or Vietnam. “Synthetic fibres made from intensively processed petrochemicals (fossil fuels) including polyester, nylon, acrylic, and elastane have been crucial to the growth of fast fashion. The low cost of production of these materials—polyester, for instance, costs half as much to create per kilo as cotton—allows brands to keep pricing low, but at a high environmental cost(Brewer, 2019)”. More than half of the textiles produced today contain the most commonly used synthetic fiber, polyester. It is often made from polyethylene terephthalate, or PET, which is made from natural gas and petroleum and is used to make things like plastic bottles.

Are you struggling to keep up with the demands of your academic journey? Don't worry, we've got your back! Exam Question Bank is your trusted partner in achieving academic excellence for all kind of technical and non-technical subjects.

Our comprehensive range of academic services is designed to cater to students at every level. Whether you're a high school student, a college undergraduate, or pursuing advanced studies, we have the expertise and resources to support you.

To connect with expert and ask your query click here Exam Question Bank