Abstract

The purpose of this essay is to understand what the future of the fashion industry will look like to me as a communicator. What will be the new normal? And to understand how we will live with less. The ever-growing industry that is the resale market could ultimately slow down fast fashion. This essay will explore how this will improve the industry, sustainably. The current economic crisis has meant the cost of living has been rising following the COVID 19 pandemic and the war happening in Europe. Consumers are having to rethink their buying habits and limit their spending. Purchasing new clothes is beginning to feel like a luxury to many. This essay will also investigate how fast fashion brands will adapt to survive this new change. Consumers are caring more about the planet after activists bring to light environmental issues. The image to the left shows protests that took place by young fast fashion activists, in a bid to stop the brand Pretty Little Thing, releasing more unethical garments and adding to the world’s overconsumption problem. The UK is running out of land space for the disposal of textile waste; the industry needs to change to survive their current consumers who are outspoken, open-minded and value transparency; Generation Z.

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