Fast fashion, like many industries, comes with a trade-off. But the allure of trendy clothing at rock-bottom prices is hard to resist for some despite environmental and ethical costs – often out of sight and out of mind.
So what happens when risk hits closer to home? South Korean authorities reported in May that a few products sold by online retail giant Shein were allegedly found to contain high levels of phthalates, a group of hormone-disrupting chemicals linked to obesity, some cancers and fertility problems. The company reportedly filed for a London initial public offering in June amid roadblocks to its United States listing.
The risk becomes personal. While concerns about factory conditions and polluted waterways may seem more distant, toxic chemicals that can directly impact our health and our children’s health may appear to be a more immediate threat for many.
Could this be the tipping point that gets more consumers to reject fast fashion’s current model?
When everyday products become a threat
Unfortunately, it may take more than a health scare to suddenly turn people off unsustainable fashion, but the hope is it will start a shift in consumer priorities – like in the personal care market.
In the era of fast beauty, there are similar health risks related to chemical exposure. In 2022, women filed a wave of lawsuits in the US against popular brands of hair straightening products containing formaldehyde, a chemical linked to cancer and respiratory problems. More health-conscious consumers actively sought out formaldehyde-free alternatives.
As people become increasingly aware of harmful chemicals in everyday products, more may be willing to prioritise health over cheaper goods.
Even major brands like Sephora have capitalised on this trend with their “Clean at Sephora” initiative of product lines without “ingredients you might like to avoid”. The global organic personal care market is projected to more than double by 2032, from a base of about US$24 billion in 2022.
This offers a potential model for fast fashion. If consumers are willing to pay for chemical-free personal care products, could they also embrace ethically sourced and sustainable clothing?
The true cost of affordability
Truth be told, true transformation requires addressing the root cause: Affordability.
A small-scale study of teenagers found that while they were aware of the negative aspects of fast fashion, price was still the most important factor influencing purchasing decisions. Even after viewing marketing materials about “greener” options offered by a retailer, most participants were more likely to choose the cheaper, fast fashion option over the sustainable alternative.
Another study, with women aged 21 to 30 as the majority of respondents, found price to be the most important purchasing consideration, with 80 per cent prioritising it.