Sustainable alternatives key to combating fast fashion’s environmental toll

For the last three decades, the advent of "fast fashion" has disrupted the traditional fashion cycles by capitalizing on retailers' and consumers' responsiveness to the novelty of new fashion trends. Some fast fashion retailers go as far as delivering new apparel designs every two weeks-about 26 times per year, or 13 times more than traditional fashion. A study just published in the Journal of Sustainable Marketing (2023) by Yunzhijun Yu (PhD SFU 2022), Claudia Lizzette Gómez Bórquez (SFU visiting PhD 2021), and Judith Lynne Zaichkowsky , Distinguished Professor of Marketing at SFU's Beedie School of Business, finds that the allure of fast fashion comes at a significant environmental cost and encourages consumers to adopt more sustainable alternatives. The term "fast fashion" encapsulates a business approach that rapidly churns out clothing inspired by current trends, allowing consumers to stay current on fashion trends without breaking the bank. Retail giants like Zara, H&M, and Shein have epitomized this model, enticing a young consumer base aged 20 to 26 eager to stay fashion-forward with tight budget constraints. However, as the study delves into this ongoing trend, it unravels devastating environmental consequences. In 2018, over 11.3 million tons of clothing and textiles were discarded, creating serious environmental challenges.