You walk through the shops looking for the latest trendy piece that makes you feel beautiful or beautiful, and because yes, you want to treat yourself by bringing the novelty to your wardrobe. But lo and behold, you are not indifferent to the ecological impact of your purchases.
Deep down, you know that brands like H-M, Zara, Pull and Bear and others are not completely "clean". You have considered turning to eco-responsible brands but maybe "you don't like the style of clothes" or "it's too expensive".
In this article, I'll prove to you that a Zara item can also end up in a brand like People Tree.
It is possible to be responsible, yet we must give ourselves the means…
If tomorrow all fast fashion brands were constrained for whatever reason to become eco-responsible, some will probably increase the price of their items or others would keep the same prices but would sacrifice employees for losses.
But let's really imagine that all fast-fashion brands are facing this problem? How will we consumers react?
When I used to go shopping like at H-M and Zara, I was convinced to go back and win. Because yes, what I saw was the quantity. For two tops and a skirt, I was fine with 60. Whereas in reality, a top should cost around 40. My purchasing power is all the more biased because these clothes have a duration of maybe 1 or 2 years or more if you end up forgetting it in his closet.
When I buy, even if it's eco-responsible, I keep looking at the price first but I don't rush when it's cheap. I'm taking the time to figure out why.
There are already many eco-responsible brands, but the economic conjecture means that the prices of their items will always be a little higher than those of the Nasty Gal type brands. It is not really the prices that need to change, but the way of life of consumers; buy less but above all buy better.
Buy less but above all buy better.
We are increasingly wanting to move to a more responsible mode of consumption. And everyone has to go at their own pace. Since price is a factor in decision-making, I decided to compare Fast-Fashion and Slow Fashion brands with similar items:
What are the brakes today?
- Internet Referencing
I did a very simple test by typing "red dress" on Google and Ecosia (the responsible search monitor), the first brands that are at the top of the list are Mango or Boohoo.
I went further by being more specific and added after red dress "organic cotton". It's slightly better with only La redoute and Monoprix which are at the top of the list followed by Sites Modetic, Sao Bio
- Lack of transparency
Imagine that behind every price tag is written: "This garment was made by a person who can barely afford his food… or "the fabric in this garment will probably be the cause of your death in 30 years…". How will you act? I think the human instinct would be to slowly but surely move away from these articles.
- The price and although…
Today, many consumers buy by making sure there is a value for money. But it depends on why. In the ready-to-wear industry, the majority of me observe that price is more important when it is seasonal products rather than when it is an item that has a certain reputation (luxury brand) or a limited collection. One can refer to the psychological price that explains: that a certain type of consumer associates the high price as a sign of a quality product.
- Everyone's tastes
What differentiates one brand from another is for me its history, its values. The design comes to differentiate for some brands, I think especially the older ones like Chanel or Yves Saint Laurent. Today, brands follow the trends dictated by the big luxury houses. So you are almost certain to find the same style of clothing in any major brand even eco-responsible.
Be patient and curious
At the beginning of my eco-responsible transition, I barely knew two brands and today I could name you about 20 brands. It's all about time. For those who are hesitant to take the plunge, find out. Use already known platforms that reference eco-responsible brands like Wedressfair, Slow We Areou still the Marquiz Generator.
Adelana
