Fast fashion is used to describe the clothing industry's business of replicating recent trends and high-fashion designs, producing them at a low cost, and bringing them to stores where the demand is high. It is one of the methods that has brought expensive fashion trends to the consumers. Today's consumers see many advantages in fast fashion and that is why its successful despite the setbacks they may face. There are many causes of the rise of fast fashion:
Influence of social media: some partner with social media companies to create and target ads to users which may become potential customers. Also influencers which practice a trend of the internet called fashion hauls , where people bulk-buy clothing to gain more followers, and consumers follow this and most often, these hauls are sponsored by the companies causing this problem.
Technological Innovation: instead of depending on traditional ways brands can easily have access to data through software application allowing companies to copy designs from the runway and produce them at high speed.
Also things like distribution, cheaper prices and creation of job employment for people gives room for fast fashion.But it has a dangerous impact on the social and environmental wellbeing as it is destroying the planet, the lives of people and animals living on it.
Fast fashion also contributes to pollution due to the large amounts of textile waste because cheaply made clothes are not durable and so can be easily disposed besides styles and trends in the fast fashion industry change very quickly. They use microplastic fibers and hazardous chemicals which are also agents of pollution and environmental degradation.
The working environment most times are not suitable because encourage lower labor and raw material costs to answer consumers' demand. They care more about making profits than the welfare of workers , some of which are underpaid and abused.
Unfortunately, many people keep buying fast fashion which is not healthy.