Fast Fashion'S Environmental Protection Efforts Over The Years Will Be Offset.

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In recent years, they are spared no effort in shaping their image of protecting the environment and recycling materials, but now it seems that it will be of no avail.

The study found that with the rise of emerging markets such as South America, Asia and the Middle East, the outbreak of fast fashion has arrived.

The one-off fashion culture is spreading, especially retailers are constantly introducing more cheap clothes to induce consumers to keep buying, and people unwittingly accumulate a lot of clothing around them.

However, the production of these clothes actually costs a lot of natural resources, plus some of the fast fashion factories that we reported before are relatively poor in terms of employment. If people do not change the way of production and sales, this expansion will greatly increase the pressure of environmental protection.

"Without the improvement of clothing production, these problems will only continue to accumulate as more clothes are made."

The McKinsey report warns.

The number of global garment production has doubled between 2000 and 2014, and the number of Continental Clothing Company production lines increased from 2 to 5 times between 2000 and 2011.

They are all designed to meet the needs of brands to expand business in many developing countries. After the rise of the local middle class, clothing spending is also increasing. Brazil, China, India, Mexico and Russia have 8 times more clothing sales than Canada, Germany, Britain and the United States.

However, the price growth of clothing has not kept pace with the speed of other commodities, resulting in the cost of water, electricity, land and other energy consumed by the manufacturers.

McKinsey believes that if 80% of the emerging markets have to reach the Western per capita consumption level, this natural damage will be immeasurable.

For fast fashion brands, they will not get the benefits.

In recent years, H&M is striving to create its own green and environment-friendly image. In the past two years, the interface has reported the environmental protection measures of H&M in detail, no matter in the production of circular fabrics or marketing expenses.

Especially in the study of recycled raw materials, it is very difficult to separate fibers from fabrics. The existing mechanical methods will reduce the texture of recycled cotton.

But even if we work hard, the speed of environmental protection is also less than that of pollution. The environmental protection efforts made by brands these years may be offset.