The Predicament of Fast Fashion's Consumers - Educating the Masses to Right Way of Shopping

As a single entity, change is hard to achieve. “A host of fair trade and sustainable clothing alternatives exist, but remain overlooked in favor of mass-produced fashion instead” [1]. A possible way for a consumer to start a change in unethical labor practices would be to educate others on the disadvantages it brings on the effect of globalization. Yet, still it would take a large amount of time for this message to be conveyed.

Is a mere shake of the head to fast fashion labor practices enough to change the way these brands conduct their sales? Of course, boycotts in massive numbers would not create a significant impact on a brand’s practice, but the word is naturally spread. Although, every customer loves a bargain, so what’s stopping them for shopping cheap?

It is obvious that long as fast fashion exists, there is always going to be an outsourced production unit that provides employment opportunities to earnest laborers in developing or under- developed countries. Especially if there exists a constant demand in clothes and persisting availability for cheap labor; Labor that doesn’t necessarily guarantee the best of facilities. But hey, it's a win-win.

Georgetown business professor Neeru Paharia published a study titled “Sweatshop Labor is Wrong Unless the Shoes are Cute: Cognition Can Both Help and Hurt Moral Motivated Reasoning” in 2013, under which she discusses this ignorant hypocrisy ensued due to fast fashion and its consumers. Paharia states, ”They (the consumers) also made economic development justifications, such as convincing themselves that sweatshops are the only realistic source of income for workers in poorer countries, without which they wouldn’t develop, that the labor offers products not otherwise be affordable to low-income people and it’s OK because ‘companies must remain competitive.’ "

Retail brands, being the root of fashion, need to bring change in production practices and further education to consumers can instigate better buying practices. Companies like Everlane offer customers transparency in their production and prompt users to question the work that goes into creating the products that they buy. Companies like Goodwill and Crossroads make an effort to reduce the carbon footprint by reusing and replenishing fashion; creating a platform for people to buy used clothes. An ethical consumer could and should make a conscious move in involving themselves in buying from such brands.

Knowing that products of fast fashion aren't long lasting should be a point to consider. To choose more quality products by paying that extra dollar or by curbing quantity of purchase, not only improves the sustainability factor but also makes one an ethical shopper.

It is vital that a consumer understand that they are in fact kings of the economy as opposed to being pawns. In understanding thoroughly of the consequences of a purchase and how this act would affect the lives of hands behind this massive industry, it is bound to create waves, albeit a butterfly effect. Informing consumers of brands that do and do not promote ethical consumption is the first step down the right path and the following does just that -How to Find Guilt-Free, Affordable Fashion

Perhaps shedding ourselves of ignorance and injecting a sense of humanity is all the change we need. Being aware of sweatshop conditions and fighting against brands that show signs of unethical production, either through legal actions or personally cutting off personal ties with the brand can benefit the industry; considerably in ways unimaginable.

SOURCES -

[1] n.a, "Where Can You Shop To Be An Ethical Consumer?", 12 Nov 2015, Carbonated.tv, Web, 13 Nov 2015, http://www.carbonated.tv/lifestyle/where-can-you-shop-to-be-an-ethical-consumer

Greg Petro, "Everlane's Radical Honesty - Will This E-Commerce Upstart Redefine Luxury Retailing?", 6 Nov 2015, Forbes.com, Web, 13 Nov 2015, http://www.forbes.com/sites/gregpetro/2015/11/06/everlanes-radical-honesty-2/

Jen Boynton, "Closing the Loop in Fast Fashion", 10 Nov 2015, Triplepundit.com, Web, 13 Nov 2015, http://www.triplepundit.com/2015/11/closing-loop-fast-fashion/

n.a, "CONSUMERS THINK SWEATSHOPS OK IF 'SHOES ARE CUTE,' RESEARCH REVEALS", 28 June 2013, georgetown.edu, Web, 13 Nov 2015, https://www.georgetown.edu/news/paharia-sweathshop-products-study.html