“Fast fashion”, now ubiquitous, really started only in the late 1980s. It’s hard to believe, but the way mass-market retailers now respond to the latest trends by rapidly producing inexpensive clothing is a relatively recent phenomenon.
Even more shockingly, the World Bank estimates that 40% of clothing purchased in some countries is never used. The impact this waste is having on the planet is huge, and the ways in which it is harming the environment are varied. With the stage set for some radical disruption, how should the retail industry respond? Is a more ethical business model for fashion truly possible? And what tools and technology are needed to facilitate these new ways of doing business?
These sites are certainly seeing impressive growth. Vinted, which now operates in 16 countries, is now Europe’s largest platform for second-hand fashion. In the first nine months of 2022 it saw a 37% increase in sales, despite the adverse economic headwinds the retail industry faced at the time. Training is likely to be needed for new and existing staff to ensure customers are still able to shop with confidence and feel inclined to embrace, rather than distrust, change. This training will be an ongoing process as lessons from new business models are factored into training manuals and job descriptions.