overconsumtpion

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Things that matter #formodernhumans

In order to promote a healthier consumption pattern, we need to stop the sales madness. 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!

Changing consumption habits requires immediate action–the goal is to eradicate overconsumption. So, in this context, high markdowns are a key element of a money-driven system that has generated a devastating environmental impact. First, we must understand how the system works. Then, we can find solutions.

How the fashion system works: full prices and markdowns

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 most merchandise is sold during end-of-season sales, and higher prices during the season help partially to cover this loss.
Due to this overstock, retailers use frequent promotions, markdowns and sales in order to encourage custmoers to buy more.

It’s a vicious cycle where everything is connected. Production and consumption go hand in hand. So, we cannot fix one if we do not fix the other.

Stop the sales! How retailers can eradicate overconsumption:

• reduced quantity 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?

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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