Retail Politics: Is Fast Fashion Tone Deaf?

The New York Times: “Every once in a while, tucked into the stream of speedily made garments rushed into stores, designs with shockingly bad taste stand out: a shirt comparing women to dogs at Topman, symbols of the Holocaust on a top at Zara … Retail experts blame a heated competitive environment, where companies, many of them based in Europe, are spread thin trying to cater to a global customer base that is easily bored, is extremely demanding and can buy almost anything via e-commerce. Many brands develop a cavalier attitude: Churn out products now, ask forgiveness later.”

“Earlier this year, H&M, one of the largest clothing retailers in the world … was taken to task over a children’s hoodie emblazoned with the phrase ‘coolest monkey in the jungle’ and modeled in marketing materials by a young black boy. The description, which has been used to dehumanize black people, set off protests at South African stores that left mannequins toppled and racks overturned. In the aftermath, H&M chose a lawyer and company insider, Annie Wu, to lead a new four-person team at its Stockholm headquarters focused on global diversity and inclusiveness.” She comments: “We didn’t recognize that in this now new age of transparency, what the brand stands for is super important to people.”

“Fast fashion companies, which specialize in low-priced, quickly produced clothing and have grown faster than the apparel industry as a whole for years, are under pressure to be more prolific and provocative as they sell across more borders. H&M, which added 479 stores last year, now has more than 4,000 stores in dozens of countries … retail experts said that much of the creative process takes place in and around its European home office, far from many of its markets … Fast fashion has produced tone-deaf products for years, passing them off as a rounding error given the enormous volume of items the companies generate each year … Several companies have pledged to diversify hiring, retool corporate guidelines and initiate other measures to prevent mistakes from going out the door.”

Facebooktwittergoogle_plusredditpinterestlinkedinmail

Your Thoughts?