76. The downside of impulsive buying decisions


Fast fashion is the inexpensive clothing produced by mass-market retailers on the basis of the latest trends. As the name suggests it makes the fashion industry fast-paced. The consumer buying behaviour has changed drastically over the years especially with the increasing digital usage and emerging e-commerce market. This makes shopping experience convenient and more appealing. Now, the consumers invest fewer resources such as time, energy, and with the help of fast fashion the prices are also very cheap.


Traditionally in the clothes industry, there are four major seasons on the basis of which the clothes are produced. Luxury high-end brands follow this structure to launch clothing lines for different seasons. The investment in terms of resources, time, and money is very high for these luxury brands. Immediately after the launch, fast fashion brands such as H&M, Zara make knockoffs of the trending products and sell them at very cheap prices.

The idea behind fast fashion is that clothes should not last long and the purchase should be continuous and in short time span. So, instead of four seasons, these brands change the collection 54 times in a year. The clothing is then marketed through advertisements and other promotional activities such as discounts which increase sales.

Fast fashion has a huge downside when it comes to its impact on the environment. The textile industry is the second biggest contributor to water pollution. The manufacturing process uses tons of water which exploits the resource to an extreme. Climate change is already a prominent subject worldwide which demands collective attention. Fast fashion adding to the environmental issues is another red signal for the climate.

The answer to the problem here is conscious fashion. The first step towards this could be to invest in clothes that have a longer shelf life and avoiding frequent and impulsive purchases.
The problem is prominent now and increasing day by day. Now would be a good time to take a step.          

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