Shaping Trends in Fashion

This evening, we had the pleasure of collaborating with the Fashion Business Society (FBA), where we learned more about fast fashion as an industry and explored sustainable ways to approach the problem at hand. Brooke Glessner, VP of Events for FBA, walked us through an informational presentation alongside Gianna Colonna, who led an interactive workshop in which members from both clubs were able to collaborate to create an ethical product or brand of their choice. Members were able to learn more about fast fashion while also understanding the role marketing plays in the industry, creating the perfect intersection for fashion lovers and marketing enthusiasts alike.

What is Fast Fashion?

Fast fashion is the rapid production of inexpensive clothing that reflects current fashion trends, allowing consumers to purchase trendy items at low prices. This business model relies on quick turnaround times, cheap materials, and mass production, often leading to environmental and ethical concerns such as excessive waste, pollution, and poor working conditions. Although fast fashion makes stylish clothing accessible, it creates mass overconsumption and contributes significantly to the depletion of natural resources. Some examples of fast fashion brands include SHEIN, H&M, Forever 21, ZARA, Fashion Nova, and more.

The Environmental Impact of Fast Fashion

The fashion industry generates approximately 92 million tons of textile waste annually, much of it from fast fashion. The fashion industry contributes to around 10% of global carbon emissions, more than all international flights and maritime shipping combined. About 85% of all textiles produced annually end up in landfills or are incinerated, contributing to environmental degradation.

Why Overcome Fast Fashion?

• Environmental Preservation: Reducing fast fashion consumption helps lower textile waste, pollution, and carbon emissions, protecting the planet.

• Better Labor Conditions: Supporting ethical brands promotes fair wages, safe working environments, and improved livelihoods for garment workers.

• Higher Quality Clothing: Investing in higher quality clothing means better materials, durability, and timeless styles that last longer.

A Closer Look at Real Brand Examples

SHEIN

We took a look at Shein, for example, a major contributor to the fast fashion industry with as many as 600,000 items for sale on its online platform at any given time, with the average cost of a Shein-branded clothing item being under $10. Shein has also been investigated over claims of forced labor in China being used to produce some of the clothes they sell.

DEPOP

We also looked into Depop, a platform that empowers individuals to buy and sell pre-loved items, reducing reliance on fast fashion and overproduction and encouraging ethical consumerism. Depop’s circular fashion model promotes secondhand shopping and resale, extending the lifespan of clothing and reducing textile waste. They also implement eco-friendly initiatives, such as partnering with sustainability-focused organizations and educating their community on responsible fashion choices. There are many sustainable options when it comes to fashion, Depop being one of them, as well as brands like Patagonia, Reformation, and Girlfriend Collective.

Workshop

After gaining a better understanding of what fast fashion is and the negative impact it has, Gianna led members through an activity in which small groups were tasked with creating an ethically-made product or brand, as well as some form of marketing materials to go with it, such as a flyer or social media post. Groups had 20 minutes to brainstorm ideas for their concept and were able to present their ideas at the end of the activity and vote on the winners! Members did a great job combining marketing with sustainable fashion with ideas such as reusable, customizable tote bags, a small-scale high-end clothing resale, as well as clothing repurposing, and even an app to borrow and exchange formal wear for college students. The winning group’s concept was Rethread, a site in which the user could request customizable items made from leftover clothing scraps from big fashion corporations. The winners received skincare packages from Good Molecules, courtesy of FBA, as well as tote bags from AMA’s wonderful sponsor, Anytime Alterations!

AMA would like to thank FBA for joining us today and Brooke and Gianna for organizing this engaging event and workshop. This AMAzing collaboration was a great way for members to delve into the issues of fast fashion, as well as incorporate marketing strategies into sustainable fashion!

-Veera Gregersen