Continuing from our previous post, we would like to delve more deeply into fast fashion. Specifically, we will look at some of the reasons and behaviours among consumers that have contributed to the fast fashion problem.
Between December 2016 and March 2017, Greenpeace conducted a survey on the spending and psychological behaviours associated with consumers in Asia and Europe regarding clothing and accessory purchases. One significant observation that was made was that consumers are very influenced by social media, fashion blogs, and celebrity trends in the media. This fact is very disturbing because the purchases are not initiated out of necessity, but out of a false perception of “fitting in” or of appearing “trendy”.
The survey also found that consumers feel, and know, that they already own too much, and that when their shopping excitement wears off, usually in 1 to 2 days, they feel more empty, unhappy, and unfulfilled. This psychological pattern is no different than that for any addiction, and fast fashion really appeals and propagates compulsive shopping for meaningless and useless things.
Our feeling at Creativ Dezign has always been on focussing on high quality—materials, manufacture, and ethically sound conduct. We don’t believe in mass production, or exploitation of people or the environment. That is why we manufacture bespoke clothing because we believe that less is more.
It is far more important to purchase clothing that you truly love. It is only when you love something that you will want to keep it, take care of it, and not trash it. And that love can only come from clothing that fits well, has high quality materials and craftsmanship, and is ethically and environmentally sound. It is your heart that should appreciate the garment, and it is your mind that should understand the implication of the purchase on the planet.