Over the past 7 years, people have begun to buy less clothing. This led to the fact that the profits of large companies fell by 50%, tens of thousands of stores closed, and some even declare themselves bankrupt. Buyers prefer to spend more on food and cosmetics than on things. Who needs a stack of matching jeans and white shirts?
Happy Worthy Life tried to figure out why more and more people are refusing to buy clothes in mass-market stores. And what are the alternatives to the giant brands.
In the modern world, where they are always greeted by clothes, it is important to be able to stand out from the crowd. Maria Ruppert-Stroescu, a professor at the School of Design at Washington University in St. Louis, argues that a huge amount of clothing destroys personality: “People make massive spontaneous purchases and don’t think about what they wear, how to combine it with other things, and what generally do things with this mountain of things. ”
Due to the massive consumption of clothing, the following problem arises – overproduction. Greenpeace conducted a study and found that in Hong Kong alone, 110,000 tons of textiles are sent to landfill annually, and it will take at least 200 years to dispose of it from landfills. A large number of such clothes consists of artificial fibers that decompose for more than one hundred years or turn into microplastic.
To increase purchasing power and lower prices, manufacturers use low-quality fabrics and accessories. Things are pulled faster, covered with spools, lightnings break, and buttons come off. This is because with the development of the “fast fashion” market and changing trends, people have ceased to perceive clothing as something of value. In fact, it becomes one-time.
Some people claim that due to the low cost and poor quality of things, they make more and more purchases. And looking at the mountain of clothes, they experience a feeling of dissatisfaction.
The collapse of the Rana Plaza complex in Bangladesh.
Another way to reduce the cost of clothing is to reduce the cost of production. Sewing factories are located in low-wage countries. These are mainly China, India, Cambodia or Bangladesh. Workers receive about $ 3 a day and even live in workshops. Many large companies are not the direct owners of the plants, which means that they do not bear any responsibility for what is happening there.
On April 24, 2014, the Rana Plaza complex, in which several sewing enterprises were located, collapsed in Bangladesh. Workers complained more than once about cracks in the walls, but management did not pay attention to this. As a result of the incident, 2,500 people were injured and more than 1,000 were killed.
Small size range
With large volumes of production, companies do not always have the opportunity to reconcile patterns and correct mistakes. And the workers themselves are not interested in the clothes meeting certain parameters.
The target audience of mass market clothing consumers is women of sizes S and M. It is on them that manufacturers focus. In stores, you rarely find items of large or small sizes, but some brands allocate separate collections for them. Manufacturers and other parameters are not taken into account.
The average height of Europeans is 165 cm. If you are taller or shorter, then be prepared for the fact that you will have to give a significant amount to a seamstress who will rewrite clothes according to the figure.
The pursuit of strange trends
After well-known fashion houses demonstrated their collections at fashion weeks, mass-market brands copy design and put on sale clothes. But one thing is things on the catwalk, and another in real life. Transparent bags, shoes and a poncho, popular several seasons ago, looked great on models, but not in a noisy and dusty metropolis.
In pursuit of strange trends, companies forget that they need to produce what the buyer can immediately put on and leave the store. As a result, there are many clothes, but there is no choice.
What are the alternatives
- Individual tailoring. Make a list of the necessary clothes for work and leisure and find a good seamstress. You do not have to order her entire wardrobe, you can do a few things. For example, a trouser suit, an exit dress, a pencil skirt or a jacket. Such things will be more expensive, but they will fit and last for more than one year.
- Swap parties. This is an event where people exchange clothes, meet and communicate in a relaxed atmosphere. You can bring your things here (naturally, without holes, spots and scuffs). And even if you don’t like anything, the place in the closet will definitely be free.
- Second-hand. Over the past 10 years, second-hand clothing sales have doubled. The main consumers are women 25–37 years old who want to look beautiful and come to reasonable consumption. Often here you can find original branded items and even clothing with tags.
- Clothing by local designers. If you do not want to support giant brands, then take a look at the clothes of young domestic designers. So you financially support their undertakings and update the wardrobe. As a rule, things are sewn in small batches and carefully monitor the quality.
Where do you prefer to buy clothes? Or maybe you have your own secrets of finding the perfect dress?
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