Fashion industry is the largest industry in the world with the worth of $1.5tn dollar in 2020. Zara and H&M lead the fashion industry particularly the fast fashion world. These multinational brands are rapidly increasing the craze among youngsters not only in offline stores but on social media too, with a massive following. But what makes these brands earn billion dollar profit by selling clothes?
Here's 5 ways How Zara and H&M rule the Fashion Industry:
1.Wide variety of Designs:
Now,as simple as it sounds but brands especially the ones in fast fashion industry doens't escalate their sales on quality basis but on quantity basis. It has also been found that clothes act as a status symbol for women between age 18 to 34.The 2 main parameters for buying clothes is variety and design and quality have somewhere become secondary.Zara alone produces over 12,000 designs every year with the strategy of which somewhere creating the fear of missing out designs.2.Discounts
Studies have found that discounted products effects the brain in 3 parts, first the increment of pleasure in buying something,second in loosing pleasure due to loss of money but the third effect that is discounts and sales balances the second situation making a person buy more products.3.Buying into Trends
Customers nowadays prefer more to buy into trends and need and comfort have become secondary. The craze of imitating celebrity culture and glamour industry, especially among youngsters have become customery. All Thanks to Social Media!!
4. Affordable fashion
Catching up with pop culture and fashion icons have become common among youth.And what if you can keep up with it at affordable prices? The fact that you can wear your favourite celebrity dress with just few bucks makes the customers grab their collection quick.
5.Fast Fashion
The clothings worn at fashion shows, or shown on instagram can be brought in stores by these multinational brands in just a week. Additionally, stocks get loaded with designs every week. These stocks are limited and new designs are quickly updated giving the customers intense feeling of loosing out on exciting clothes making them buy products immediately.Each clothing survives only 10-15 washes and every design is limited until the new trend arrives.
6.The other side(The hidden price)
But wait, do brands like Zara and H&M only have shimmery the glamorous side going with fast world of fashion or is there any hidden price tag being paid? Fast fashion no doubt being the largest industry is also the second largest polluter industry of freshwater. Fast fashion isn't sustainable and have catastrophic effect on environment. Consumers need to question why prices are so low or is there a strong human policy behind it?? Because the money we spend determines where the industry goes.
7.Bunch of other controversies
Brands like Zara and H&M have faced opposition due to their various controversies on wasting unsold clothes, exploiting human labour, child labour from developing countries and not bringing any black models for their brand advertisement. It's high time we realise that we start value purchasing and invest in sustainable fashion rather than blindly following the sheep herd. Environmentalists highly advice that we should start buying clothes as per need and use them for longer period of time and rather recycle clothes than simply throwing them away and buying too early.
gave rebirth to traditional old ways of making chai .
gave rebirth to traditional old ways of making chai .
