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What is fast fashion?

In recent decades, the textile industry has adapted to an ever-changing global fashion and apparel market. Faced with the growing demand for diversity and quantity of products made available to consumers, the fashion industry has had to reinvent itself. This is how fast fashion was born.

What does the term "fast fashion" mean?

Fast fashion is an Anglo-Saxon expression used to designate the renewal, as quickly as possible, of clothing fashion collections. Indeed, it usually takes less than a month between the design of the garment and the moment it is put on sale. It is translated as "ephemeral fashion", "flash collection", or "disposable" (in a more accusatory way) in French, and it is the current and predominant economic model in the fashion world. At Luz, we try to counteract this model by offering swimsuits and sportswear that are both timeless and trendy. Our goal is to offer quality products that last over time and that you can wear without fear that they will deteriorate with washing.

Why is talking about "seasonal collections" no longer consistent?

The seasonal renewal of the collections no longer exists, although the clothes follow the seasons with consistency. The challenge is to create a scarcity effect by making customers understand that they will not find the product later if they do not buy it right away. The availability of the product is reduced over time which makes it more attractive, encourages impulse purchases and the sense of urgency. Speed (fast) is one of the characteristics that defines this industry since one of the major issues is the speed of production in order to satisfy the constantly changing demand of consumers. This practice is used in particular by brands such as "Zara, Primark, H&M or Topshop". Unlike these brands, Luz offers its products until its stocks are totally exhausted to avoid waste. In addition, fabric scraps and surplus are still used in subsequent collections or to create accessories such as darlings or headbands.

An unethical and ecological industry?

Fast fashion is also based on the notion of profits, since it is a question of producing ever more at a lower cost and distributing products en masse around the world. Thus, production is often relocated where labor costs are lower and environmental standards are less stringent or non-existent. In this way, brands increase their margins while remaining very competitive against made in France / Europe for example. On the contrary, Luz has chosen to produce its collections in Europe, in compliance with fair trade and environmental standards in order to guarantee quality production. In addition, we donate 1% of our turnover to the planet, which further increases the positive impact we want to have.

An industry that knows how to create the desire among consumers

In addition, brands generate the "need" in the consumer by creating new collections and novelties, as well as creating new trends and defining what is "fashionable". In doing so, companies are inviting consumers to buy more and renew their wardrobe frequently. Also, in order to increase their sales, retailers standardize clothing to make it accessible to as many people as possible by distributing it in stores located in many cities and countries. Their challenge is also to produce more sizes in order to suit a wide range of people and therefore to seduce a maximum of consumers.These practices, made possible especially since fashion was part of the current context of globalization, rhyme, for the brands that fit into this model, with success and productivity. Fast fashion is therefore by definition an "anti-ecological" industry that relies entirely on clothing of lower quality, with a very short lifespan, disposable and low prices. However, although fast fashion is the modeling of obsolescence in the field of fashion, it is a great success with consumers. We therefore invite you, through your consumption choices, both clothing but also everyday, to take an interest in the origin and production techniques of the products you buy, if you want to try to reduce your ecological footprint. We will soon publish other articles to enlighten you on the practices of the fashion industry... Stay tunned!Article written by Marie-Lou Haran

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