Since the company eCommerce Chinese fast fashion Shein came to the world of apps it quickly cornered the market for its ability to attract users to its platform, along with its fast processes, low prices, and premium products. fast fashion. And it is that with the advancement of technologies, the Mexican brand of handmade footwear, huipiles and accessories, Ariguacha, located in Acatlán, Guerrero, has contributed to a transformation in the process of creating and selling clothing and to curb excessive consumption. , launched a campaign to recommend their products and not Shein’s.
Do consumers prefer fast fashion?
According to the text Sustainability and Fashion, from Fast Fashion to Slow Fashion of the Pontifical University of Madrid, it says that fashion is in direct connection with consumption and that in the last decade within the textile industry there has been a change within the original consumer needs.
Initially, those brands that will provide durable and quality garments were advocated; however, the functional social appearance began to have more relevance and consumers have been driven by the “multiplicity of fashions”.
What is striking about the trend of consumerism and fast fashion is that the fashion industry is one of the most polluting after oil.
In addition to the fact that, due to its characteristic of being an industry that produces enormous quantities of clothing per year, “workers in the countries where fast fashion garments are manufactured usually work 14 to 16 hours a day,” indicates an article in Greenpeace.
The terrible working conditions that occur in countries such as Bangladesh, India, Cambodia, Indonesia, Malaysia, Sri Lanka and China, is not an isolated case of consumption; they represent an ethical problem that harms human rights.
Consumers turn towards sustainable and environmentally aware brands
One of the great consumer trends that was strengthened with the entry of the pandemic was the demand of consumers for more responsible brands that have sustainable actions.
The protection of the environment has a privileged place in the debate at the international level. According to a study by Statista, the majority of those surveyed in Bolivia, Chile and Mexico believe that caring for the environment should be a top priority, including economic growth.
Through content published on social networks, the Mexican brand Ariguacha, with 20.1 thousand followers, recommended local and artisanal consumption to support local and Mexican brands that collaborate with artisans.
“Local clothing is super durable, and the quality is top notch. It is clothing that will last you for several years. And being made by artisans that are hardly repeated. Not like Shein that they mass produce,” said one user on Instagram.
With alternatives and a change of consciousness, it is possible to move towards responsible consumption in which clothes are consumed based on their durability and quality, and not based on necessary trends, says Greenpeace.
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