The Phenomenon Of Disposable Fashion
June 11, 2020 |
Fashion consumers may not take into account previous studies and analyzes of the clothes we wear, but it is certain that both marketing and sociology, through brands, have studied our behaviors, carried out campaigns and studies of market. Among them, one of the studies that has been imposed today is that of the phenomenon of fast fashion.
This concept encompasses not only the terms of the fashionista industry of mass production and the low cost of garments (undoubtedly inspired by the latest trends), but also the behavior of consumers of this type of fashion, pret-a- porter, democratic but also disposable. Passenger, accessible, trendy, that only lasts a season and then goes to oblivion in the wardrobes.
How many fashionistas search blogs and fashion sites for content where the looks of celebrities, influencers and it girls are “reproduced” with versions of brands at affordable prices? How many clones and copies of designer clothes can we find in stores like Zara or H&M? In fact, many of the bloggers who swarm around the underworld of fashion on the Internet show, for the most part, their outfits armed with clothes acquired in these two gigantic chains.
It is that these are the leading brands par excellence, the benchmarks of low cost, and the most aggressive on the market. Clothing is a consumer good for the masses, and Zara and H&M know it well. With different production, distribution and marketing strategies, both pursue the same objective: to conquer the general public. But they are not the only ones.
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