Fast fashion

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Fast fashion describes a business model of the textile trade in which the collection is constantly changed and the time from the latest designs by fashion designers to mass-produced goods in the branches is greatly reduced. The constant change in the range and a shortened shelf life of the materials used are intended to encourage customers to return to the sales areas . By evaluating sales data and reacting quickly to this ( quick response ), sales can be increased further. This provides enterprise resource planning systems with challenges that larger companies such as Inditex or H & M , however, already mastered. The best known providers of “fast fashion” are often textile discounters such as H&M, Primark and KiK .

criticism

In addition to the shortened delivery times, the term "fast fashion" is also intended to indicate the poor quality and the associated short shelf life of the mostly cheaply manufactured items of clothing. Numerous studies warn of the consequences of “fast fashion”. According to a study by the British Ellen MacArthur Foundation, the entire textile industry is responsible for a large part of the CO 2 emissions. According to Greenpeace , the manufacture of clothing currently causes more emissions, such as CO 2, than shipping and global aviation combined. According to a report from 2012, every German citizen buys an average of 60 pieces of clothing per year with a significantly shorter period of use. In addition, Greenpeace points out the high consumption of resources, difficult working conditions and increased environmental pollution due to production in low-wage countries .

According to Ulrich Müller, the managing director of the German clothing foundation, due to the use of inferior materials, only just under a fifth from the used clothing collection can now be reused.

Individual evidence

  1. ↑ Gerrit Heinemann, Kathrin Haug, Mathias Gehrckens and dgroup (eds.): Digitization of retail with ePace: Innovative e-commerce business models and digital time advantages . Springer Gabler, Wiesbaden 2013, ISBN 978-3-658-01299-1 , doi : 10.1007 / 978-3-658-01300-4 .
  2. ↑ Sustainability: What do we hide? Worse than cruises: fashion madness destroys the environment - how we change that focus.de
  3. ↑ Fast fashion vs. Green fashion Greenpeace.de
  4. ↑ Fast fashion - disposable products for little money daserste.de