During the Cop26 many fashion houses united to plan for a future with zero emissions, they made clear the fashion industry needs to work together to reduce its carbon footprint.
But as always, a greener path is not something some brands are looking forward to. A greener path means investment and new methods to produce garments.
Online fast fashion brands as Pretty Little Thing and Shein are some of the many brands known for their extreme cheap clothing.
Shein Shame
A recent study by ROUGE MEDIA classified Shein as extremely ‘manipulative’ in the fashion industry, explaining their techniques to increase their sales. Making consumers believe they have a limited amount of time till their products go back to regular price.
After offering massive sales up to 100% off plus 10% discount codes during this Black Friday and Cyber Monday, many questions are raised about how the brands keep coming with so many designs so quickly and selling them for less than £5.
While these stores still rule over Gen Z wardrobes, companies have been accused of exploitative working conditions and contributing to fast fashion.
Rising East Investigates
A social media survey by Rising East asked consumers about what they like and dislike when shopping in these stores. The questionnaire found that consumers are aware of their scandals in the industry, but they still find the prices very appealing due to their personal budgets.
Sales Vs Sustainability
As the headline asks, ‘Is sustainability a plan for online fashion brands?’ – we have seen collaborations between celebrities and the brands, but not plans to stop overproduction, eliminate unsustainable garments, and the number of sales every month.
During this time of the year it is common to see sales in many stores, but choosing to shop sustainably and for a better environment is a lifestyle.
Top Tips
Here are some tips to avoid contributing to fast fashion:
- Rethink the 3 Rs: Reduce, Reuse and Recycle.
- Go shopping knowing exactly what you need.
- Try to read about the brands before choosing a store.