Fast fashion primarily refers to stores like Forever 21, TJ Maxx, and Marshalls, which receive new shipments of clothing every few days and are hugely popular among teenagers. Lots of teens love fashionable, affordable designer styles.
But here’s the big secret: at discounted and outlet retailers, the high-end clothing items sold are of lesser quality than if you were to buy them from the designer. That Michael Kors dress has probably never seen the inside of an actual Michael Kors store–it was produced specifically for that retail store.
A letter sent to the Federal Trade Commission asking for an investigation about this misleading practice states, “Some analysts estimate that upwards of 85% of the merchandise sold in outlet stores was manufactured exclusively for these stores. Outlet-specific merchandise is often of lower quality than goods sold at non-outlet retail locations.” Do not let this deter you from shopping at TJ Maxx; this information simply allows you to be more aware of the quality clothing articles you may buy from these stores.
As you walk into Forever 21, the racks and tables overflow with fashionable shirts, pants, and jackets. Does Forever 21 actually set the trends for the fashion industry or does it simply ensure that its customers wear the trendy clothes?
Forever 21 produces a plethora of new trends on a regular basis, allowing customers to buy stylish clothing. From a survey of 102 Stone Ridge students, 82% find current trends in Forever 21 and H&M. One such student is Katharine Hornish, ’17, who believes that “things go in and out of style so fast [that] it’s only worth buying good quality basics that will last more than a few years.” In terms of quality, clothes sold by cheaper retailers inevitably fall apart. Kathryn Paravano, ’17, says, “[these stores are] also good for one-time-wear clothes, like winter ball or prom dresses. Anything expensive that you’re only going to wear once is a waste.” Those clothes will be worn once, likely be posted in a picture on Instagram or Facebook, and then be disregarded and hang at the back of your closet, never to be worn again.
According to the same survey, only 60% of students expect low-quality clothing to originate from these stores. Forever 21 and H&M know exactly what the caliber of their clothing is. Their clothes are cheaper, so you won’t feel as bad about them falling apart. Lena Bakalian, ’16, discusses fast fashion’s detrimental environmental effects, particularly those of “sweatshops, [which] make cheap clothes quickly [and] have an incredibly negative effect on the environment.”
Consumers aren’t helping: according to The Huffington Post, the average American throws away 68 pounds of clothing per year, which fills up landfills and takes years to decompose. Therefore, both producing and consuming fast fashion–which is rapidly growing in popularity amongst teens–is detrimental to our environment.
There is a reason that, despite what these stores are hiding from consumers, fast fashion remains popular: they offer accessible, affordable clothing that replicate current trends. If there’s a certain skater skirt you’ve been waiting to see on sale for a concert, you might instead choose to buy the same skirt from a store that offers it for a cheaper price. However, that store has likely reproduced the style you like out of cheaper material in order to profit from the sale. Nikki Lumbre, ’16, says, “[fast fashion retailers have] great finds that are trendy, fit well, and are super affordable. These are great stores for every fashionista.” So, fellow fashionistas, don’t allow this article to interrupt your cheaper retail or outlet shopping; do remain informed that the quality of those clothes you’re buying there is likely poorer than elsewhere.
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