FAST FASHION NEEDS TO SLOW DOWN

The fast fashion online shopping experience is rapidly becoming a global norm. Imagine scrolling through Facebook, Instagram, or even X, when suddenly popup ads light up your screen—featuring a shirt or skirt that might normally cost over $30, now slashed to a wallet-friendly $5.99.

- Words: Chanel Retief

At the top of the fast fashion pyramid and massively popular are the online retailers from China to the United States, offering an eye-popping plethora of low-cost products, from clothing and accessories to home goods and electronics, targeting price-conscious consumers through fast, app-driven shopping experiences.

"They are so reliable," says Poloko Makgoe, a finance coordinator based in South Africa and who regularly shops online. "The apps are so easy to navigate. I am lazy as well, so I prefer shopping from the comfort of my bed with my tea next to me... I also feel like they are cheaper than some of the online South African stores." Another South African shopper, Sengezo Jubane, says she feels the Chinese brands she regularly follows and shops at are about "30% cheaper than the brick-and-mortar South African retailers in general".

There are studies that state the average online shopper spends around $100 per month on clothing.

"On average, I probably spend about R1,500 ($86) every time I buy online," Jubane says. "I actually calculated how much I have spent since starting to use the app in 2020," Makgoe also admits. "It's bad, because when I add up all of my orders, it's about R15,000 ($855) to R20,000 ($1140)... with each order maybe coming to about R3,000 ($171) to R4,000 ($228)." The brands are massively favored, but however their popularity, the complex paradox between affordability and sustainability is increasingly being globally deliberated by environmental experts. The fast-fashion brands are expanding, rapidly, across the globe with ultra-fast production cycles and mass, prêt-à-porter lines.

As the world seeks sustainable solutions in everyday life, it's part of a broader debate on fast fashion, slow fashion, and their lasting impacts.

Life In The Fast Lane