Assignment 3 (5)

Taimour Abbasi RCM 200 June 06, 2023 1 Fast fashion, as Joy et al. (2012) defined it, is "cheap, trendy clothing, that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed." This business model thrives on the desire of consumers to keep up with rapidly changing fashion trends, promoting a "throwaway culture" characterized by frequent purchasing and discarding of clothing. Barnes and Lea-Greenwood (2006) assert that "consumers' increasing desire to keep up with the latest trends has resulted in an attitude of disposability - a throwaway fashion culture." This shift in consumer values and attitudes towards clothing and consumption fosters a mindset where clothes are viewed as disposable items, rather than lasting investments. Journalist Lucy Siegle poignantly noted in the documentary The True Cost, "Fast fashion isn't free. Someone, somewhere is paying" ( ,2016), encapsulating the serious ethical, environmental, and social concerns stemming from fast fashion The intersection of fast fashion and throwaway culture is a critical issue worth investigating due to its profound implications on societal values, consumer behavior, and sustainability. It not only reshapes our understanding of value but also underlines our consumption patterns and their repercussions on the environment and social equity. As Eileen Fisher, a clothing industry magnate, put it, "The clothing industry is the second largest polluter in the world... second only to oil" (Webber, 2022). The growing urgency of environmental issues and the recognition of labor exploitation within the fast fashion industry add to the importance of this topic. As suggested by (Turker & Altuntas, 2014), "Changing consumption patterns and business models in the fashion industry could lead to a decrease in negative environmental and social impacts." Understanding this relationship could be pivotal in reshaping consumer behavior towards more sustainable practices.
Taimour Abbasi RCM 200 June 06, 2023 2 The report will focus on three main aspects: the mechanisms through which fast fashion promotes a throwaway culture, the influence of this culture on societal values and attitudes, and the resulting impact on consumer behavior. It will consider examples from prominent fast fashion brands and consumer behavior trends. The report will not delve into detailed company- specific practices or the economic impact of fast fashion. It will use sustainability, social equity, and ethical considerations as primary judgment criteria. The research will rely on both primary and secondary sources. Secondary research will include analysis of scholarly articles, industry reports, case studies, and reputable news sources. Primary research may involve conducting surveys or interviews with consumers to gain insights into consumer attitudes and behaviors. Quantitative data will be used to supplement qualitative insights and provide a comprehensive analysis. The report will begin by outlining the emergence and growth of fast fashion and throwaway culture. Then, it will delve into the relationship between these phenomena and their impact on societal values and attitudes towards clothing and consumerism. It will analyze the social and environmental implications of these trends, backed by relevant data and case studies. Finally, it will discuss potential strategies for promoting sustainable consumption habits, considering both industry-led initiatives and consumer education.
Taimour Abbasi RCM 200 June 06, 2023 3 References Barnes, L. and Lea‐Greenwood, G. (2006), "Fast fashioning the supply chain: shaping the research agenda ", Journal of Fashion Marketing and Management, Vol. 10 No. 3, pp. 259- 271. Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of Luxury Brands. Fashion Theory, 16(3), 273 - 295. Linden, A. R. (2016). Bard College Bard Digital Commons. 6 Siegle, L., Firth, L., Vittorio, V., Harvey, C., & McCarthy, S. (2016). The true cost . Berlin; cmv- laservision. Thomas, D. (2019, August 29). Fast fashion, sustainability, and the ethical appeal F. Sherry, Jr ... The High Price of Fast Fashion. Turker, D., & Altuntas, C. (2014). Sustainable Supply Chain Management in the Fast Fashion Industry: An Analysis of corporate reports. European Management Journal , 32 (5), 837 - 849. Nguyen, T. (2020, February 3). Fast fashion, explained . Vox.
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