Over the last few decades, consumer behaviours have immensely shifted, contributing to unsustainable practices across all market segments, including the luxury fashion sector. As textile service providers catering to luxury fashion, we want to address the rapid shifts in styles and the constant demand for new trends characteristic of the fast fashion industry. This article delves into the hidden costs of over-consumerism in luxury fashion, emphasising the urgent need for a shift towards more sustainable and ethical practices.
Addressing Over-Consumerism in Luxury Fashion
“The average person now consumes 400 percent more clothing compared to 20 years ago.”
In the quest for continuous growth and higher profit margins, many high-end brands have shifted from traditional operations that emphasise longevity and craftsmanship to faster production schedules and multiple annual collections.
This shift has fuelled over-consumerism, with the average person now consuming 400% more clothing compared to 2010 (Shirvanimoghaddam K.). People have developed a need to meet societal expectation by excessive consumption, turning what once was considered investment pieces into disposable items. This purchasing cycle is not only financially unsustainable for consumers but also environmentally detrimental, as it leads to increased waste and environmental pollution.
The Environmental Impact
According to a report conducted by WGSN x OC&C, 15 to 45 billion items of clothing are produced but never sold annually worldwide, of which in the UK alone, 24 million brand-new returned garments were shipped off to landfill or incinerated (Source: British Fashion Council).
These unethical practices that have developed over the last decade, due to profit-excessive business models and majority shifted consumer behaviours, have significantly contributed to serious environmental issues. And although many fashion brands have the potential to reduce their greenhouse gas emissions by over 60% with investments of less than 1 to 2% of total revenues (Source: McKinsey & Company), yet there is little to no resources out there and the overconsumption persists, underscoring the urgent need for more sustainable practices and consumer habits within the industry.
The Rise of Re-selling Platforms in Combating Over-Consumption
One is for sure, and that is that consumers need to establish more meaningful relationships with their spending habits and consumption of goods. In recent years, we have experienced the rise of diverse resell platforms, such as Hurr Collective, Vinted, Depop, that have provided a viable solution, promoting and facilitating the up-cycling and recycling of not only garments but other goods as well.
Research indicates that if half of all clothing purchases in the UK were second-hand, it would prevent 12.5 billion kilograms of Co2 from entering the atmosphere (Source: Oxfam). However, second-hand fashion purchases are unlikely to replace more than 10% of new clothing sales (Source: Wrap UK), meaning that addressing over-consumerism in the fashion industry requires a broader adoption and multifaceted approach.
The Changes that need to happen to end this cycle.
As textile service providers, we play a crucial role in embracing sustainable practices. Here are some strategies that you can incorporate into your daily-life or business models to end this cycle and opt for a more circular economy:
Quality Over Quantity: For consumers, investing in timeless, high-quality pieces that transcend seasonal trends rather than purchasing multiple garments that go unworn, can significantly lower the overall consumption rates. However, if you are a brand, reducing production volumes and focusing on the quality of products, will not only boost sale due to its’ sustainable aspects, but also focus on the durability and longevity of the items being sold.
Up-cycling and Recycling: Despite the rise of reselling and rental platforms that allow consumers to buy, sell and rent pre-owned items, there is a significant skill gap in home sewing practices compared to decades ago. To tackle this issues, businesses should include alterations and repairs as part of their operational model and services, allowing consumers to extend the life of their garments instead of opting to throw them away and purchase newer pieces.
Resources we recommend reading:
Vogue Australia's first sustainability editor, Clare Press, introduces us to the fascinating innovators who are redesigning fashion from the ground up and changing it in the most fundamental ways.
'Wear Next is an exciting ode to a regenerative fashion future. To truly emerge from the current "planetary emergency", we need all hands on deck and convincing narratives for change across all sectors, and socio-economic-political systems. Through honest storytelling and real-world experiences, Clare Press does just that - and reminds us once again that we have the power to choose the future we want.' - Sandrine Dixson-Declève, Co-President, The Club of Rome.
Article References:
Death by waste: fashion and textile circular economy case. The average person now consumes 400 percent more clothing compared to 20 years ago.
WGSN x OC&C Report. 15-45 billion items of clothing are made and never sold every single year worldwide.
British Fashion Council. In 2022, 23 million brand-new returned garments were sent to landfill or incinerated in the UK due to poor sizing.
McKinsey. Many fashion brands have the potential to slash their greenhouse gas emissions by over 60% with an investment of less than 1 to 2% of their revenues.
Oxfam. If half the items bought in the UK were second-hand, it would save 12.5 billion kilograms of CO2 created by making new clothes from entering the atmosphere.
WRAP UK. Second-hand fashion purchases are unlikely to replace more than 10% of brand-new clothing sales.
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