How to Choose Fashion Products Well and Make Them Last By Sean Scott
Today’s fashion world is a fast-moving and fast-producing one. The rise of “fast fashion” has also given rise to the negative side-effect of inferior quality fashion products and, even worse, an abundance of excess waste. Fast fashion has economic and sociological implications, but its effect on the environment is far more problematic.
According to a recent study, clothing sales increased from 100 to 200 billion units a year between 2000 and 2015, while the length of wearability of those items decreased a whopping 36%. This study shows that, while people are buying more clothes, those clothes are of lesser quality and do not last through multiple wears.
People gravitate towards fast fashion because its products are so cheaply made and quickly produced that the companies comprising the fast fashion industry are often immediately on top of fashion trends. Fashion trends can come and go so quickly that fast fashion’s “here today and gone tomorrow” ethos is almost “tailor-made” (pun intended) for the quick turnaround.
However, what was yesterday’s fashion fad is tomorrow’s landfill fodder. Companies that take the time to develop long-lasting, quality fashion items need to appeal to customers and make investing in quality pieces a trend that will stand the test of time — not just a fad to appeal to more consumers.
Designing to Last
Fashion brands that have a high interest in quality need to keep the long-range wearability of their products as a priority by investing in using high-quality, durable materials. Their approach to production also needs to be high-quality, as designing with repairability is a feature that many discerning consumers find essential in today’s world.
Think of when you buy a new pair of shoes. Does it make more sense to invest in a pair of high-quality, well-constructed leather boots that will last years, and can be repaired by a cobbler if necessary to get even more wear out of them? Or, instead, would you rather spend the same amount of money on, say, five pairs of low-quality shoes that you will wear for one season before they need to be thrown away?
This approach also includes a heavy amount of consumer education. Many fashion-conscious consumers have become accustomed to the fast-fashion system of wearing an item a few times before tossing it aside. Businesses need to encourage customers to take care of their well-made products and repair them, not trash them when they begin to wear out.
Choosing Well-Made Products
How can consumers shift to a mindset of quality over quantity? They need to use their senses when shopping, and may need to hop off of their computers and visit a store to do so. The best way to understand the quality of a product is if you can touch, examine, and try it on before buying it. Feel the garment. Does it have weight? Examine the workmanship and look for uneven seams or frayed stitching. These are red flags to tell you that a garment may not be made well, and that quality control is not up to par.
Look for functional qualities in a garment, not just “bells and whistles”. Unnecessary add-ons on a garment cost money, and that cost is often offset by “fast fashion” companies with lower-quality materials and craft.
When shopping for new clothes, shoes, or accessories, learn about the brands making them. Do they have a reputation for quality items, and are they transparent about their manufacturing process? Any brand can claim they are working with innovative designers, artisans, or the best factories. It benefits the consumer to do their homework if they are interested in quality products. A producer of high-quality goods will excitedly highlight specific materials, manufacturing approaches, or makers that elevate their brand’s reputation — not dilute it.
Consumers will also want to research companies to see if the company’s approach aligns with their values concerning human rights and sustainability. Many “fast fashion” companies have manufacturing approaches that infringe on the human rights of those doing the labor.
Lastly, does the company have a strong return or repair policy? Most fast fashion companies will not have a repair policy, as their items are not meant to be repaired. Many of these companies can have complex return policies, as well. If a company is invested in making sure your item is wearable for a long time and can be repaired if necessary, they are apt to be a more quality company overall.
Many clothing companies care deeply about quality. They are fighting the rise of fast fashion daily, and working to educate consumers on the benefits of investing in quality products that will last season after season. While the initial cost will be higher, the long-term savings — monetarily and beyond — are well worth the investment.
Thank you,
Glenda, Charlie and David Cates
