by Seham Al Amshan and Paula Fischer-Fodor
Media by Paula Fischer-Fodor
The fashion industry has been hit with unrest due to inflation. People have been turning to fast fashion a lot more due to affordability, and having the latest trends on hand. Others have been going to alternatives that have never let them down, such as department stores or thrift shops.
“Before inflation and everything, people related a lot to buying second hand and recycling. Now, a lot more people buy second hand,” said Yong, who did not want to give her full name and age and is a sales operative at Blue17 Vintage clothing store on Holloway Road.
“The quality is really good, there is a wide variety for all ages, and they relate to thrifted clothing more.”
Thrifting has a positive impact on the environment. SustainYourStyle advises us to buy better quality and recycle in order to aid to the waste problem of the fashion industry.
“Doing this also helps support the community,” added Yong.
Department stores have seen their ups and downs during this time of economic unrest. With multiple well-known stores going into administration, such as Debenhams or House of Fraser, clients have turned to other options.
“We got a lot of customers coming in for different brands, such as Mango,” said Ashley Gallagher, 45, a sales advisor for Selbys. The popular department store on Holloway Road sells clothing from many brands, such as Hobbs, Tommy Hilfiger, Levis, Wallis, Bennetton and more.
“We don’t have all the stock that they [fast-fashion stores] have. We just have a brand selection,” said Gallagher.
Retailers had a moment of relief during the holidays. But after this period of comfort, the consistent increase in sales quickly faded away with the pressure of the rising prices.
“Boxing Day was quite busy. Now, everyone comes in and asks when the sale is. Managers and other colleagues are busy preparing it. They have stickers up so you can tell where the sale is,” said Gallagher.
“We have a lot more of them [sale stickers] up now but still get questions if the prices will go down more and I can’t say when that happens.”
Growth in department store fashion from a customer viewpoint
“I don’t think there is that much difference sale-wise. When I look around at other shops, I tend to look at their sales and where there is a sale,” added Gallagher, from a consumer’s perspective.
Looking closer at the psychology behind buying fast-fashion, its main selling point is that it’s affordable and trendy. Personal preferences also play a big role in choosing where to shop.
“Although I prefer thrifting as it’s much more affordable and you can find nice pieces, I do consume fast-fashion more,” said Lorena Cristea, 22, student at London Metropolitan University who works at Bershka.
In the wake of vintage fashion making a comeback, upcycling fashion is also considered as an effective way of not only being sustainable but also in-style.
Working conditions in fast-fashion brands should be the more reason for people to stop shopping from them. According to Fashion Checker, 93% of surveyed brands are not paying garment workers a living wage. Fast-fashion has a big environmental impact as well. Data from SustainYourStyle shows that the equivalent of one bin lorry of textiles is wasted every second.
Many brands have been using social media to market their products more effectively. Having consumers own the latest trend endorsed by social media fashionistas exceeds any conscious barrier, as new content compels consumers to shop for new clothing constantly, according to Audrey Lin, writer for Earth Day.
Even after knowing this, people still endorse fast-fashion brands with the sole motive of buying cheaper. There are alternatives but it all comes down to the preference of the consumer.
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