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Fast fashion consists of garments made at cheap quality, low price, mass-produced, machine-made and is seen to end up in landfills very soon. Slow fashion, in contrast, is handmade, time-consuming, uses the talent of artists, better quality and highly-priced. Slow fashion garments create an identity for the person in this world. They are naturally warm and comfortable over a period of washes. Sustainable fashion is concerned with the use of fibers from organic, recycled, repurposed, upcycled materials. The selection is made by opting materials with fewer chemicals, dyes, energy, less resource, less waste, and minimal impact. Slow fashion is the opposite of fast fashion that is trending in the last 20 years. This paper deals with the face of both sides of fashion-the slow and fast.
Fast Fashion vs Slow Fashion
Dr. S. Aishwariya
Assistant Professor,
Department of Textiles and Clothing,
Avinashilingam Institute for Home Science and
Higher Education for Women, Coimbatore, India
Fast fashion consists of garments made at cheap quality, low price, mass
produced, machine made and are seen to end up in the landfills very soon. Slow
fashion in contrast is handmade, time consuming, uses the talent of artists, better
quality and highly priced. Slow fashion garments create an identity for the person in
this world. They are natural warm and comfortable over a period of washes.
Sustainable fashion is concerned with use of fibres from organic, recycled,
repurposed, upcycled materials. The selection is made by opting materials with less
chemicals, dyes, energy, less resource, less waste and minimal impact. Slow fashion
is the opposite of fast fashion that is trending in the last 20 years. This paper deals
with the face of both sides of fashion the slow and fast.
Keywords: fashion, fast fashion, slow fashion, sustainability, textile waste, recycling
Introduction: Slow Fashion
Kate Fletcher, author of Sustainable Fashion and Textiles, has explained the
urge to shift towards a more sustainable fashion industry. The word was coined by
him followed by the Slow food movement that was a huge hit in the Food industry.
The main characteristic feature of slow fashion is that it is not produced in bulk (no
mass production). It is also done with emphasis on skills of the craftsman who works
inducing soul into their products. The products are locally sourced and made for
customers. Since products taken from nature, made in hand, quality checked at
every step makes the product costly. H&M is a popular brand which has developed
various sustainable measures. But on the other hand, every year approximately 12
tonnes of their products are burnt, in order to prevent the stock load in the company
that has not been sold that year. Fair labour, satisfying human needs, supporting
local business, eco-friendly supply chain, enhancing the quality of the community,
giving true retail price, resourcefulness, clean and efficient production, meaning
fashion business, sustainable protocols in product development.
Slow fashion is ethical and serves as a bond between raw materials, labour
force and environment. The classic designs and traditional methods of making a
fabric and clothing is part of slow fashion. Slow movement or slow fashion is not
seasonal. It does not work like a trend. But takes time in preparation and production,
and has purpose with intension. This holistic approach considers the complete Life
Cycle of the product. It products in slow fashion are not disposals and products with
short life span. They are sustainable and targeted to serve a long period. They are
often available in small stores and not by large enterprise and has limited collections
every year.
The choice to buy things
that are of better quality, mostly
natural, organic, limited edition and
bio-degradable. It is a result of
awareness caused by the harmful
effects of fast fashion. The focal
point of slow fashion is
sustainability. The benefits are
good quality products with clean
environment and fair policies for
consumers and producers. Slow
fashion concept is placing quality
over quantity. Carbon footprints
are higher in fast fashion. Quality
and longevity encourage slow
production, fair wages and zero
waste. It takes time to ensure
quality, value to production,
connects with environment. Reformation, Armour Vert, Everlane, Cryana are some
of the sustainable fashion brands.
Ethical Fashion is a popular term in slow fashion. This is associated with
animal and human rights. Working conditions, fair wages, child labour, animal testing
are some of the parameters to be analysed in ethical fashion. Eco-fashion is another
concept which is lasting fashion are some of the terms commonly associated with
the topic.
Process of slow fashion
It begins with designing. This is done
with sustainability, ecological concerns,
green thoughts defined and raw materials
sourced based on this objective. The second
step of production process in which quality
of labour life, fair wages and quality of life
maintained. Education on the quality,
insisting on recycling and reuse. Slow
fashion is expressed as a philosophy
through which a consumer is questioned on
how we buy, wear and care for the clothes
one buy. It is not trend drive but based on environmental and ethical concern. The
procedures are transparent and the consumers know who made the clothes, how it
is paid, if the labour has been paid right. The products from slow fashion gives a
sense of belongingness and nativity. The aura can be seen around the person. A
soul inside the fabric can be felt which is the energy, love, craftmanship of the
designer. Slow fashion usually involves 3 thoughtful steps,
Design : Sustainable sources, ecological and ethical practice
Production : Quality and craftmanship
Consumption : Longevity, sustainable investments,
Slow fashion brands
& Other Stories: is a brand that works on instore recycling. A 10% voucher is
given when the consumer gives a used clothing or empty beauty containers.
Reformation: Refscale developed by the brand in US, showcase the amount of
waste saved by buying their product.
Everlane: produces products with good quality that will last for a lifetime. It tells
the consumer on every aspect of production with radial transparency. Good
factory, happy labor and quality are three dimensions in everlane.
Los Angeles Apparel: In addition to use the local civilians from L.A for this
brand and paying good wages, they make garments from organic and recycled
Matt & Nat: manufactures handbags and belts. The interlining is given by
recycled bottles. One bag uses 21 bottles. Additionally, rubber and cork are also
People Trees: Uses natural fibres, bio-degradable materials and local
craftmanship. They promote with the greatness of their product through the
artisians skill that makes it so commendable.
Cariuma: It uses canvas, raw rubber, leather to create footwear (sneakers).
Fast Fashion Vs Slow Fashion: The difference between the two is explained in the
table here.
Fast Fashion
Slow Fashion
Scope of the
Turnover $ 1.44 trillion dollars
Small business firms
Raw materials
Petroleum based materials
Locally sourced, bio-degradable,
organic, natural dyes and natural
materials. It also includes
recycled, repurposed, upcycled
Cause environmental
implications during production
It uses less harmful ingredients
and employs eco-friendly
traditional methods of production
Modern and unethical
Less harm to the environment as
it involves conventional methods
New styles every 2 week and
more than 10 seasons in a
Low volume, handmade, made-
on-order and available in limited
Presence of
Large amounts of
Organic materials and safe eco-
friendly materials for
Cost & Quality
Cheap and low quality
Expensive and lasts long
Involves factory or workshop
which uses workers in low
wages, poor working
condition and long working
Uses people from local or nearby
area. Serves as a means of
providing livelihood
Morale/ ethics
Poor working conditions, low
standards in working place
Small industry with good profit
and fair wages.
It is not possible to create
eco-friendly product as it
involves chemicals
Made in small quantity with high
quality, with motto to live with
nature and not against it
H&M, Zara, C&A, Peacocks,
Primark, Xcel Brands, and
Reformation, Amour Vert, Eileen
Fisher, Alternative Apparel,
Everlane, Re/done, Stella
McCartney, Cuyana,
Fast fashion is a term used by retailers and designers when the product seen
on a renowned brand or on ramp is recreated with cheaper quality and lowest price
range for mass market. In contrast, Slow fashion is designing garments with quality
and longevity. It motivates slow production, good wages for the workers, zero
wastage and low carbon footprints. Creating awareness about the craftmanship in
the product and transparency in method of manufacturing slow fashion is the story of
a well-made garment. The paper has provided information about fast and slow
fashion, so that one can make sustainable alternatives before it is too late.
... Sustainable fashion dinilai sebagai konsep yang etis karena memiliki fungsi sebagai ikatan bahan mentah, tenaga kerja, dan lingkungan dengan menggunakan desian klasik, proses pembuatan tradisonal, dan tidak bersifat musiman dengan barang yang ditagetkan apat dipakai dengan waktu yang panjang (S. Aishwariya, 2017 Menurut penelitian terdahulu yang berjudul "Strategi Komunikasi Pemasaran Pengelola Clothing Line di Instagram" pemilik brand Nadjani mengatakan bahwa media sosial memiliki potensi dan dapat digunakan secara gratis sebagai media untuk melakukan promosi produk yang diiringi dengan pertimbangan strategi dalam implementasinya (Anisyahrini & Bajari, 2019). Media sosial menjadi sebuah komunitas online yang menyediakan ruang untuk orang-orang dengan berbagai saluran (Dewantara, 2015). ...
Baju, celana, topi, dan lain-lain sudah menjadi sebuah kebutuhan manusia dalam kehidupan sehari-hari. Kini muncul berbagai perusahaan fesyen yang mendominasi, yang disebut sebagai fast fashion. Fast fashion adalah mode fesyen yang dibuat dengan harga murah, dan tren yang berjalan dengan jangka pendek. Namun kini konsumen sudah mulai menyadari dampak manufaktur pakaian terhadap lingkungan. Sehingga tercipta konsep slow fashion yang bertentangan dengan konsep fast fashion dibentuk untuk mengurangi masalah pencemaran lingkungan. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang digunakan oleh brand IAMECCU sebagai sustainable fashion brand melalui media sosial Instagram. Penelitian ini menggunakan metode penelitian kualitatif dengan jenis penelitian Deskriptif. Dalam penelitian data dikumpulkan melalui kegiatan wawancara, sumber buku, dan dokumen. Penelitian ini menggunakan konsep strategi komunikasi pemasaran yang efektif oleh Machfoedz yang terdiri dari strategi pesan dan strategi media. Dalam strategi pesan IAMECCU menentukan tujuan pesan yang ingin disampaikan kepada audiens yaitu sebagai sustainable fashion brand dan menggunakan daya tarik rasional dan emosional. IAMECCU menggunakan Instagram sebagai media pemasaranya karena Instagram menjadi platform yang tepat bagi target audiensnya, dan menggunakan celah konsumen untuk mendapatkan respon yang maksimal dari audiens, selain itu IAMECCU juga menggunakan fitur pada Instagram untuk bisnis yang membantunya dalam menjalankan strategi komunikasi pemasaran yang efektif. Namun IAMECCU masih harus mengembangkan startegi komunikasi pemasaran yang efektif yaitu dalam memberikan pesan yang lebih mendalam atau mendetail. Kata Kunci: strategi komunikasi kemasaran, media sosial instagram, sustainable, strategi pesan, strategi media
... Fast fashion retailers have become successful in maintaining position in the fashion apparel retail industry. Fast fashion retailers have introduced as new segment of trendy, new fashion style garments at reasonable prices. One of the primary advantages for fast fashion retailers is more than price however. (Aishwariya,S. 2019) It is the immediacy of the design and style changes, the quick turnaround of trendy, fashionable garments, accessories, shoes and other goods at a fraction of the cost of that found in traditional retail stores. Providing consumers with a nearly continuous supply of new styles and trendy goods in only limited amounts helps keep customer ...
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From the past few decades a new term has been included in the fashion industry that is “fast fashion”. With the ever changing quick demand of the customers few companies have transitioned into fast delivering fashion merchandises in small batches to the customers in shortest time possible to cater their demand. Due to this transition these companies can’t follow traditional supply chain and retail inventory management techniques to compete with each other as well as with the ever changing fashion style in the market. Thus few fast fashion companies have been taken in this study to identify their retail inventory management techniques. Also few research models related to retail inventory management have also been discussed in this paper
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