Negative impacts of fast fashion and the measures to overcome them

Abstract

In recent years, the production and consumption of fast fashion clothing has increased dramatically, especially in developed countries, which has caused social, economic and environmental problems. Although some of the big companies supplying this fashion, such as Zara and H&M, have begun to use procedures and methods that contribute to sustainability, there are still many production companies that ignore this. This research reviews the empirical literature which discusses the problems that fast fashion poses to the environment, the economy and society and some of the solutions that have been proposed. This research also aims to arrive at new solutions that help reduce the risks of this fashion for future generations. Positivism has been applied in the current study. This philosophy was chosen because it allows the researcher to choose a larger sample and also assists with the collection of numerical data. A sample of 100 fast fashion consumers in the UK was chosen. The results show that the majority of people tend to favour fast fashion products, either to keep up with the latest fashions, because of their affordable prices or for the ease of change and renewal. On the other side, the survey shows that there is awareness of the dangers that such fashion poses to the environment, society and the economy.