In my previous post, I detailed the guiding principles behind each stage of the slow fashion process, covering its end-to-end practices. However, the reality of slow fashion is not simply a matter of conscious decision making or using sustainable materials. It is, in fact, a rather complicated process that requires compromises and constant evaluation. In this post, I shall further complicate our understanding of the slow fashion movement by exposing the complications involved in each of its processes.
(Source:https://goodonyou.eco/slow-fashion-brands/)
Money Money Money
A big hurdle stopping consumers from practicing slow fashion is the cost factor of transitioning from fast fashion to more sustainable options. Yes, consumers are increasingly questioning the unethical practices of many brands, however many choose to compromise due to the low cost provided by these very companies.
Slow fashion is a highly personalized concept that encourages the customer to not only focus on end product details (price, style), but also the origins of production. This is precisely why education and transparency is a main emphasis in the slow fashion consumption process (Štefko and Steffek, 2018). Ideally, a sustainable solution will include both aspects of premium pricing acceptance and transparency (ibid.). However, to what extent will transparency be traded for higher costs for consumers? While that is a question that I will not be able to answer is this blog, I urge us to ponder about it!
Quality and Style
Another significant step of slow fashion is to ensure that designers can differentiate themselves from fast fashion retailers through their emphasis on the quality of their fabrics used (Leslie et al., 2014). The quality in this case, not only entails the durability to the fabric, but also its origins, production methods and who are the ones manufacturing them.
In fast fashion supply chains, responsiveness is a key reason why they out compete many counterparts. This explains why in slow fashion, where goods are often made from locally sourced or fair-trade materials, cannot compete with the cost of production of fast fashion. Additionally, Doeringer and Crean (2006) also points out that fast fashion have a much shorter lead time to release collections, with long term forecasts, slow fashion is unable to adapt their styles and designs to current trends as effectively.
Furthermore, slow fashion movement leverages on creativity and more individualistic experiences rather than mass market appeal. However, the reality is that production time takes longer and yield is significantly reduced. The following challenges are then prominent:
(1) Can slow fashion be attractive yet commercially viable in production cost?
(2) Can Slow Fashion meet the demand of an environmentally conscious market?
A Wider Implication
Fletcher cautions as that slow fashion is merely a component of a wider system of slow culture. In other words, fashion must be viewed within larger economic and societal systems. As we think about slow fashion, it is thus useful to consider questions such as ‘what are the consequences of producing less fashion? ’What are the wider benefits and costs? Which decision would best serve our needs?
I am aware that I have left you with a ton of questions in this blogpost. While I can't put a definite answer to them for now, I do hope that through the next couple of weeks, we will be able to formulate opinions of our own regarding these aspects!
Till then,
Hui Jie
References
Doeringer, P., & Crean, S. (2006). Can fast fashion save the US apparel industry?. Socio-Economic Review, 4(3), 353-377.
Leslie, D., Brail, S., & Hunt, M. (2014). Crafting an Antidote to Fast Fashion: The Case of T oronto's Independent Fashion Design Sector. Growth and Change, 45(2), 222-239.
Moore, K. (2019, June 5). Report Shows Customers Want Responsible Fashion, But Don’t Want To Pay For It. What Should Brands Do?. Forbes. Retrieved from https://www.forbes.com/sites/kaleighmoore/2019/06/05/report-shows-customers-want-responsible-fashion-but-dont-want-to-pay-for-it/?sh=20d1922f1782.
Štefko, R., & Steffek, V. (2018). Key issues in slow fashion: Current challenges and future perspectives. Sustainability, 10(7), 2270.
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