Things that matter #formodernhumans
In order to promote a healthier consumption pattern, we need to stop end-of-season sales. In fact, sales, in general, are a short-sighted strategy that triggers compulsive behaviour and perpetrates a toxic productive system.
Fighting unsustainable consumption and production patterns is part of the new guidelines the UN released recently. The fashion industry contributed directly and significantly to the triple planetary climate change crisis, nature and biodiversity loss, pollution and waste.
This is what really matters! But changing consumption habits takes immediate action.
So, the purpose is to eradicate overconsumption. Therefore, we address high markdowns as an element of a money-driven system that has generated a devastating environmental impact. But first, we need to understand how the system works. Then, we find solutions.
How the fashion system works:
Brands ask for budgets (minimum amount or quantity) from retailers. Usually, these budgets increase season after season.
Because of this practice, retailers buy way more than they can sell. So, they generate overstock.
This overstock, in turn, leads to a higher retail price. That is because a high quantity of merchandise gets sold during end-of-season sales. And higher prices during the season covers partially this loss.
Because of this overstock, retailers apply frequent promotions, markdowns and sales in order to induce clients to purchase more.
It’s a vicious cycle where everything is connected. Consumption and production go hand in hand. So, we cannot fix one if we do not fix the other.
Stop Sales! How retailers can eradicate overconsumption:
- reduced quantities of clothing and accessories ordered per season in store
- avoiding overstock would allow equitable prices throughout the season
- stop Black Fridays, promotions and sales
- teach clients to buy less, much less, but only quality products. Clothing and accessories made to last over time. Also, teach them the value of their purchase.
Sales aren’t a sustainable strategy. The more you buy discounted items, the more brands flood the market with pointless products. And where are we heading with this behaviour? Read it here!
What consumers can do:
Don’t be part of the system that has generated the climate crisis. Try to change it instead.
Buy less, much less during the season. Take only quality garments you can match with the clothes you already have and that you can reuse.
Don’t buy trendy items, but choose a timeless aesthetic.
Quality, not quantity. And remember: good design doesn’t have an expiry date.
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