By: Erin Daly
It’s cheap, trendy and it’s disposable. It makes purchasing clothes on impulse easy and affordable.
What Exactly is Fast Fashion, Anyway?
Fast fashion is the mass production of cheap, poor-quality, disposable clothing items. The clothing produced is developed rapidly and marketed fast to follow the fashion trends of our world. Due to fashion trends always changing, the clothing is produced to meet what trend society wants at that given time.
An activist disguised as a Queen of Old Clothes promotes a Buy Nothing Day on “Black Friday” as part of the campaign to reduce overconsumption. The Trash Queen wears a seven metres long train made from used clothing. Greenpeace activists as trainbearers present the Trash Queen as an ambassador of the Detox our fashion campaign and call on the public to pursue a sustainable fashion lifestyle. The message on the paper bags reads: “Trendy today – Trash tomorrow”. Fuer einen verkaufsfreien Tag wirbt am “Black Friday” eine “Trash Queen” in der Hamburger Innenstadt. Ihre sieben Meter lange Schleppe aus Altkleidern symbolisiert die weltweite Menge an textilem Muell. Die Altkleiderkoenigin wirbt fuer nachhaltigen Modekonsum. Die Botschaft auf den Papiertueten lautet: “Heute Trend- Morgen Muell”.
How is Fast Fashion Advertised to Target Consumers to Make Purchases?
Social media influencers play a significant role in promoting fast fashion, through advertising and communicating to brands’ audiences. The use of well-known style influencers who know how to properly promote the clothing and have consumers make purchases stimulates rapid consumption. Style influencers’ platforms will consist of, Influencer Shein try on haul, the brands have sent them for FREE. Making the audience to believe they will look just as good as they do in the clothing being advertised.
Why do Style influencers promote no matter how unethical the brand is?
A style influencer has a large social media following, creates mainly fashion content and has the ability to influence the opinion and purchase behavior with their recommendations. According to eco-stylist, “The average style influencer can make anywhere from 30,000 to 100,000 a year promoting products on their Instagram.” Specific influencers will partner with any brand to gain cash, this means even if the brand is unethical and a big polluter of the environment.
Take a look around at influencers’ social media posts, and you are more than likely to see more than half their posts promoting a brand.
Here are a few style influencers that promote fast-fashion brands:
How Important Public Relations Directors are in the Fast Fashion Industry
Keeping the relationship between companies and consumers is the duty of public relations specialists. A brand’s public view being positive constantly creates stronger relationships and creates that brand’s growth. Fast Fashion brands including, Zara, Shein, BooHoo, H&M, Forever 21 and many more receive much negative publicity. Public relations efforts go above and beyond to protect these specific brands at all costs. Not only do public relations directors and specialists maintain a brand’s image but they also are offering positive coverage without advertising.
What it all comes down to
The fast fashion industry will forever keep growing and changing rapidly. The continuance of influencers advertising on their social media platforms without the concern of how unethical a brand is will encourage these companies to keep expanding their business. Individuals need to keep up with calling out brands for how unethical they are to help create changes within the fast fashion industry.