GLOBAL FAST FASHION TRENDS AND IMPACTS

Аннотация

The fashion industry is of global importance in terms of financial contribution and number of employees. With inadequate sustainable practices, its negative impact on the environment and global poverty is equally significant. Fast fashion, or 'disposable' fashion, has fuelled the phenomenon of mass selling cheap clothes designed to be worn a few times. Brands such as H&M, Shein and Zara have capitalised on this trend. Although young people - the main consumers of fast fashion - are increasingly interested in sustainability, they do not seem to apply it to their fashion purchases. This research paper aims to fill some of the gaps in the study of the environmental sustainability of major retailers and consumer practices. Semi-structured interviews were conducted with 8 participants to collect the primary study data. The survey shows that consumers are increasingly aware of fast fashion and sustainability issues, but that there are clear differences in attitudes and behaviours in
this regard. Consumers are encouraged to adopt eco-friendly practices, recycle textiles and pay attention to the origin of the products they consume.