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You might think your $10 Uniqlo basic tee is worth every penny because you’ve worn it so many times and it’s still in great shape, or that trendy bikini you bought from Sheen doesn’t matter in the scheme of things – because it’s only one bikini after all! But as slow fashion and environmentalists can assure you, neither of these statements are accurate.
If we all fell for every company’s marketing tactics, we wouldn’t be able to save our money. Today, with marketing messages literally at our fingertips, it’s even more important to be vigilant when we’re being manipulated. With inflation on the rise, we need to be careful about when and how we spend our money.
When it comes to fast fashion, however, ignorance and unintentional sophistication influence more than our wallets.
Mind-bending marketing strategies
Either marketers are getting too good at their job, or people are now receptive to less persuasive messages. I believe it’s the latter.
During four years of business school as a marketing major, I was enlightened by industry experts on specific ways to target, reach, communicate and gain trust with desired audiences. It’s everything for a fashion look.
In other words, most people are drawn to clothes after they first admire how they look. This translates into advertising, and fashion brands know this very well.
So, when a company like Fashion Nova spends millions of dollars every year to keep Instagram “aesthetically pleasing,” they’re having a much stronger motivation than simply showing their followers pretty pictures. The proof is in their profit and profit is always their goal.
Related articles: Banning Fast Fashion: Will the Factory Act Revolutionize the Industry? | The true value of fast fashion
Despite what marketing messages tell you, every fast fashion brand just wants you to spend your money on their products. Whether you choose to appeal to you through social media, magazines, television, radio or outdoor advertising, your choice is the same: spend or not spend.
The new era of advertising
The social media craze of the 21st centurySt century has led to an explosion of influencer marketing. Especially in the context of fast fashion, companies spend most of their marketing budget on macro influencers to share articles featuring their brand, wearing eye-catching clothing and tagging company profiles.
With sometimes millions of followers in their target market, companies find this method so attractive and compelling that consumers must shop like their favorite influencers and look amazing.
Gen Z is especially convinced by influencer marketing. The younger consumer is more concerned. Brands sift through thousands of influencers to find the perfect match for their audience that can deliver the highest return on investment.
It is important that we understand that we are all dollar signs in the eyes of fast fashion companies. This attitude has now spread on social media because every share, comment or like on an influencer’s fashion campaign seems easy for you to get what the company wants.
The amazing rise of fashion nova
Realizing the digital opportunity to market his business, Fashion Nova founder and CEO Richard Sagian expanded the company’s strategy in the early 2010s to include working with celebrities who wear the clothes and post on Instagram.
By doing this, he has spread awareness of Fashion Nova and gained a large following across all platforms. In the year In 2018, Fashion Nova was the most Googled fashion brand in the world. This means Sagyan has succeeded and consumers are losing out on his marketing tactics.
Today, Saghian continues to partner with powerful celebrities such as rapper Megan T. Stallion and R&B singer Coi Leray, whose loyal fans fit the profile of a sought-after consumer. As well as looking to cash in, these influencers and many others have accepted Fashion Nova’s invitation to collaborate. They regularly post wearing Fashion Nova and are sure to tag the label in their photos and captions.
While we can’t decide who influencers collaborate with, we can hold them accountable if their choices harm the habitability of our planet. Don’t engage with influencer fast fashion collaboration posts, but most importantly, don’t let them convince you to buy from a fast fashion brand.
Why is it really important?
If you live in Europe or America, you’ve probably never come in direct contact with the negative effects of fast fashion. Other areas of the world are not as fortunate and suffer from toxic air pollution, toxic water supplies and excessive textile waste pollution.
For those living near large fast fashion factories, the landfills are overcrowded, the water is unfit for use, and the air is polluted, causing serious health problems for local residents such as muscle wasting, speech loss, vascular problems, eye disease, and infertility.
So, you’re right, after 10+ wears, the Uniqlo T is still intact it was A perfect bargain for the sheer stress it inflicts on some unlucky community far from your own. Selfishly, fast fashion does not affect you and your tight budget does not allow you to buy anything else, but once these two ideas are not legitimate.
Attacks on the environment are attacks on all of us, whether we are experiencing them in person or reading about them in the news. The planet is crying out for our help and attention but we blindly submit to the capitalist agenda. If we continue to compromise, our civilization will not survive.
Editor’s Note: The opinions expressed here by the authors are their own and not those of Impacter.com – In the photo shown: Mannequin display. Featured photo credit: Pawel Czerwinski.
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