We live in an age where information is immediate, pictures go viral and nobody wants to wait for anything anymore.
As a result, our attention span has dropped from 12 seconds in 2000 to 8 seconds in 2019 (apparently, the goldfish has an attention span of nine seconds). In this perspective, the move taken by major retailers seems legitimate.
Fast fashion is something we just can’t ignore because it’s everywhere: new collections appear at low prices, trends change at the speed of light, celebs and popular designers seem to be in an insane competition putting out and advertising new designs, new cuts, and new colours. To give a proper definition to this term, we have to think about the fancy dresses, skirts and pants that we all have in our wardrobes but we don’t like to wear anymore. And we just rush to the mall to get that must have bag, belt, blouse or dress we just can’t afford to miss.
As the mantra of the moment is the immediate satisfaction of any shopping desire, retailers try to offer fast delivery for almost any type of product. But while big online shops like Farfetch, Net-a-Porter, Asos offer same day delivery services, Gucci took this to a whole new level by introducing the 90 minute delivery in 10 major cities around the world. Basically, you just add the product to the shopping cart and you go to the door to wait for the delivery boy who will arrive shortly.
At the same time, if we had a minute to think about the environmental implications of our shopping actions, we would find out that fashion has become the second largest polluter of water all over the world, after agriculture. We love the appealing designs but do we ever think about the use of toxic chemicals in fabrics which are causing serious environmental problems?
Let us think for a moment what would happen if, instead of investing in poor quality, cheap products that will probably stop sparkling joy in less than a year, we would purchase valuable items that stand the test of time? Not only would our planet benefit from this smart move, but we would also become better dressed and smarter consumers.
Investment bags for example increase their value over time, because they look good even after years of wearing. If you think you can’t afford nice bags that cost more than $30 or $40, think about how often you need to replace your ordinary bag. A luxury bag is versatile enough to take anywhere – dressed up or dressed down, its straps and threads don’t break, and its seams don’t split open. Besides, you get compliments on it every time you take it out. What is more, any damage to high-quality bags can be repaired for much less than their original price. Therefore, bags, as well as any other type of accessory or garment, should not be considered disposable things, but personal objects that speak about ourselves.
We consume garments in the same way we consume food and other products: fast and carelessly. But we forget that fashion is a way to express our inner self, this is why instant gratification could be replaced by well planned and carefully chosen long-term acquisitions.