Rewind to only 10 years ago and the high street was a very different place. The most important thing for retailers back then was quality – hoping to lure customers back time and time again with by providing the highest quality products possible.
The rise of the internet shopper has changed this massively. Now that the highstreet is online, keeping up with fashion requires a lot more effort!
The female fast fashion bosses are retailers like BooHoo and Pretty Little Thing, who have managed to have climb to the top of the stacks by offering the latest fashion for the lowest price possible.
But have we finally reached peak fast fashion?
The increase in the consumer’s ethical awareness and the rise of independent designers blazing their own fashion trails, could mean the bubble could be set to burst on fast fashion.
Fast fashion isn’t cheap – expensive for the consumer and our planet. The saying goes that is you buy cheap, you buy twice – and the fashion-conscious are finally waking up to the possibility that their clothing choices can be fashionable, affordable and high quality. Fast fashion is designed to be replaced quickly, not so much by desire but by need. Clothing literally falls apart ending up in landfills.
By selling online, independent retailers can not only reach their audience directly but they also avoid the overheads associated with running a bricks and mortar store.
Fast fashion isn’t cheap – expensive for the consumer and our planet. Fast fashion is designed to be replaced quickly, not so much by desire but by need.
Shoppers are finally starting to notice the difference between boutique owners selling their own curated selection of clothing and the actual brands working to establish their own aesthetic. The former offers wholesale, cheaply made clothing at a marked up price, while the latter is able to provide a unique quality product and keep the price mark within reach.
Independent brands, in particular mens streetwear clothing brands, are able to navigate the pressure of being seen as luxury and on-trend by simply dictating their own trends, meaning there’s a niche independent brand for everyone.
So as the public continue to wise up to this, and reject the idea that exploiting cheap labour in order to make cheap clothes is acceptable, the independent labels are able to pick up those people looking for something unique and ethical.