"Sustainable" Clothes Turn Fast Fashion Brands To "Advanced Manufacturing".

According to survey data, more and more consumers, especially the millennial generation, are no longer keen on fashionable, cheap, and monthly clothes. Their interest has shifted to clothing made of advanced materials, hoping to wear their clothes for a long time.

This shopping season figure seems to have proved this sentence.

Deloitte LLP found that consumers' interest shifted to boutique stores, as well as retailers that produce durable and high quality products, such as Zady and Everlane.

Many people are also willing to buy second-hand clothes.

The number of second-hand clothes purchased increased by 2% compared with last year.

"Fast fashion is indeed very popular, but people's interest in secondhand / Retro costumes is also improving, and they are willing to learn how to sew and repair," said Susan Brown Brown, an expert in Cooper Hewitt Design Museum.

The whole world is in '

"We prefer high quality, handmade and historic things."

Euromonitor's data also show that this generation of young people pays more attention to the "sustainability" of clothing production than any generation, whether they are raw materials or processing. They like natural material clothing (this year's 14% American consumers are willing to buy this kind of clothing, last year is 12.9%), and hope that manufacturers should not waste large quantities in production.

This "sustainable" trend is contrary to all the principles that fast fashion brands believe in.

count on

It is very difficult for companies to Seiko, to use environment-friendly materials and not to generate mass waste.

But these companies also did their best to respond. Since 2013, H&M has set up a global recycling project to encourage users to recycle their old clothes in recycling boxes.

The aim is to prevent them from entering the landfill directly (3/5 of the clothing will eventually be buried there).

And they also have a "conscious series", which is made entirely of sustainable materials on the garment production line.

Zara also opened a similar line in September this year.

"

This series of designs is succinct, and the material comes entirely from recycled wool, organic cotton and Tencel containing recycled wood.

But according to the statistics of BBC, 1/5 of last year's clothing used sustainable materials, and its total amount was equivalent to 100 million T-shirts, which was nothing compared to the total sales of 18 billion pounds last year. H&M

Zara's sustainable products account for only 1.5% of all its products.

Some people sneer at this situation as "green washing" - spending money on environmental protection "certification", but in fact, there is not much way to change their own way of doing things.

In fact, the two countries have made progress, such as lowering the price of their environmentally friendly clothes recently, keeping them equal to other categories.

Emily Bezzant, an analyst who has been following the fashion industry's Edited company, believes that lowering prices will enable them to maintain their relevance in the new trend. After all, most consumers go to these stores because their prices are low.

It is time to cater to the trend and attract young people to shop for such clothing.

H&M spokesman Anna Eriksson also expressed the company's determination in this matter. "Customers have more and more demands for sustainability. We believe that if we want to continue the company, we will have only one way to go."

At present, they also start recycling the leftover materials in the production process, and then recycle them into production again.

But if fast fashion loses its own characteristics, can it be called fast fashion?

More interesting reports, please pay attention to the world clothing shoes and hats net.