Fashion is defined as an expression that is generally accepted by a group of people over time and has been characterized by several marketing factors such as low predictability, high impulse purchase, shorter life cycle, and high volatility of market demand. More than ever, fashion means fast and becomes unfashionable in a relative short period of time and make consumers to buy new clothes to feel fashionable. That leads to a new industrial trend, the fast fashion concept, which refers to the concept of shortening lead time and offering new products to the market as fast as possible. The increase of fast fashion is causing an important increase in the volume of clothing consumed especially in the developed countries of the world.
Fast fashion characterizes the speed of today’s clothing production and consumption: clothing is designed to be cheap, easy, and rapid to produce, and is created to be distributed, sold, and consumed in ever-increasing quantities. Today’s fashion system, on its entire value chain, is complicit in the current ecological crisis, compromising both environmental and human well-being. The conversion of raw textile fiber to finished fabric and final products draws on cheap labor, air pollution, depleting water resources and the use of harmful chemicals.
It was observed that more than half of the people preferred to dispose off their clothes which were no more useful. People who wished to donate their clothes didn’t know of the channels to make their donation. A small percentage of young people also preferred to resale their used branded clothes and buy second-hand clothing. Young people having environmental awareness are more interested to buy secondhand clothes provided these are perfectly cleaned and washed. The number of people shopping second-hand products has increased. One reason could that there is something that drives them to look for the greenest and most sustainable products to purchase. Another reason could be the increased awareness regarding ethical consumption. There is much evidence which suggests that a lot of consumers have a positive attitude towards sustainability. In recent years, second-hand products have received more attention and the demand for second-hand products has increased. Consumers may purchase second-hand products at various places.
