Because the garments are manufactured from poor quality products, after the tenth wash the garment will deteriorate. The deterioration of the products after a couple of uses pushes the concept of disposable fashion, where consumers are willing to throw away an item once it is worn out or out of style. Linden further explains and say that “in fact, consumers do not view fast-fashion clothing as an investment. Purchases are made frequently, and often are worn for only one or two seasons.”
A. Price-lead and Democratization of Fashion
As mentioned, although cheap, garments from fast fashion brands tend to wear out after a few uses. But despite this, consumers continue to buy fast fashion products. Park explains that theses consumers continue to buy non-durable products partially because they are engrossed by the fact that the products are so inexpensive (Cline 2012; 117). Therefore the low cost of fast fashion products add to its charm.
The low prices are made possible through the low cost of clothing production. According to Linden, “Clothing is reversed engineered from the price consumers are willing to pay (Cline 2012; 88).” Tom Ford, explains that the fast fashion allows the democratization of fashion where people from different economic backgrounds are able to access high fashion content and variety. Fashion is now affordable and is no longer exclusive to the elite.
Karen Miller, a professor in consumer economics and marketing, attributes this continued consumption of non-durable products to Hedonism. She defines hedonism “as the ability to experience pleasure in life and is self-oriented and associated with the acquisition of experiences or products that involve fun, fantasy, and pleasure” (Miller 2013; 161). Miller also found that consumers enjoy the variety yet the exclusivity of products in the fast fashion brands. Zara, specifically, rarely restock items to encourage consumers to frequent the store to find new limited items. According to Linden, “Consumers like that there is a brief window to get a product because to them that means by the time they