The COVID-19 pandemic has intensified consumers’ approach to eco-friendly shopping. As per 2020 GlobalData report, around 37.3 per cent of UK consumers now opt for sustainable brands. In such a scenario, fast fashion retailers, not usually considered as being eco-friendlyrisk losing relevancy if they do not invest in digitization and transparency.

Rukmini Durge, Retail Analyst, Global Data believes, in order to survive fast fashion retailers need to ensure transparency in their supply chains and manufacturing besides introducing new recycling initiatives.

Low prices, influencers fuelling fast fashion popularity

Argoi Rashid, Senior Lecturer, Nottingham Business School, agrees consumers are becoming more aware of sustainability and corporate social responsibility though theirhabit of purchasing cheaper products persists. These habits have been instilled by lower price products, desire for new clothing product, unstable market demand, fashion bloggers influence, and passion for quick and convenient service, she adds. Rashid also attributes the growing popularity of fast fashion to the growing influence of fashion bloggers influence, especially during the current lockdown when consumers can’t do much apart from watching fashion blogs and shopping online.

Retailersgreenwashto appear ethical

However, Claire Heathcote, Co-Founder, Loop Cashmere, warns, fast fashion retailers usually muddle with buzzwords like sustainability, eco shopping, and conscious shopping to attract shoppers. To appear to be ethical, many of them also retort to green washing. They also launch sustainable products to distract consumers from their non-sustainable practices, adds Scott Joseph, Founder, Fashion Without a Face.

Joss Ford, Founder, Enviral, says, retailers’ transparency starts with their efforts to communicate their purpose to its employees. This helps employees prepare a sustainability report showing the targets they’ve met even before a public campaign is launched.

Though it has widely disrupted the industry, fast fashion has also made the retail market more simple, convenient, accessible and affordable. However, fast fashion retailers need to accelerate their sustainability initiatives as consumers are becoming more aware of their buying decisions.