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Overconsumption of fashion is a global phenomenon: Survey
18
May '17
Overconsumption of fashion has become an international phenomenon, according to a recent survey. More than half the consumers in Europe and Asia are buying more clothes than they need and use. Despite having sufficient clothing, the younger generation is shopping for fulfilment and encouragement by social media and the ease of online shopping.

Compulsive fashion shoppers regularly overspend on new clothes in spite of not being able to use them, with post-shopping excitement often turning into guilt after less than a day, according to representative surveys commissioned by Greenpeace in China, Hong Kong, Taiwan, Italy and Germany between December 2016 and March 2017. The survey by research institutes was carried out amongst at least 1000 people aged 20 to 45 years in China, Hong Kong, Taiwan, Italy and Germany.

A large number of respondents have agreed for overconsumption of clothes with 60 per cent in China, 60 per cent in Germany, 51 per cent in Italy, 68 per cent in Hong Kong and 54 per cent in Taiwan saying that they own more clothes than required. Many of them own brand new clothes with hangtags that have been never worn.

During the survey, it was found that young shoppers are triggered to purchase while browsing social media with 72 per cent in China, 23 per cent in Germany, 63 per cent in Hong Kong, 36 per cent in Italy and 55 per cent in Taiwan agreeing to it.

"Our surveys show that binge shopping is followed by an emotional hangover - made of emptiness, guilt and shame. People start to realise they are trapped in an unsatisfying cycle of cheap, disposable fashion trends and that their overconsumption does not lead to lasting happiness. This should serve as a warning to companies and advertisers that promote the current fast fashion model. Fast fashion clothing brands should radically change their business model by shifting focus away from high volume production towards quality and durability," said Kirsten Brodde, project lead of the Greenpeace Detox my Fashion campaign.

"In today's broken fashion system, companies spend billions of ad dollars to sell us false dreams of happiness, beauty and connection tied to shopping products. But we would be much happier if fashion labels provided clothes that are high quality, durable companions for life, and offered support for customers to care, share and repair our clothes. We and the planet deserve nothing less," added Brodde. (RR)

Fibre2Fashion News Desk – India


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