THE TRUE COST OF AFFORDABILITY
Truth be told, true transformation requires addressing the root cause: Affordability.
A small-scale study of teenagers found that while they were aware of the negative aspects of fast fashion, price was still the most important factor influencing purchasing decisions. Even after viewing marketing materials about “greener” options offered by a retailer, most participants were more likely to choose the cheaper, fast fashion option over the sustainable alternative.
Another study, with women aged 21 to 30 as the majority of respondents, found price to be the most important purchasing consideration, with 80 per cent prioritising it.
Affordability becomes tricky when consumers have become more price-conscious. For many, fast fashion feels like a necessity, not a frivolous choice. Limited budgets may not allow for ethical alternatives.
The challenge is not confined to Shein, nor just online shopping sites. Many mainstream retailers source from similar factories in the same global manufacturing hubs. The issue may be systemic to the low-cost, high-volume production model itself.
Many products require assembly in multiple factories or involve increasingly complex global supply chains. And at the speed at which fast fashion labels churn out new collections – Shein can offer as many as 1.3 million different styles in a year, according to one University of Delaware fashion studies professor – it can be hard to ensure every product meets high ethical standards.
Organisations and certifications, like B Corp, are making strides in providing more transparency and improving safety and sustainability standards. However, we are unlikely to achieve complete assurance.