We cannot escape from Fast Fashion, from the lovely and affordable pieces that trend on TikTok or we see worn by our favourite influencer on Instagram. We are surrounded by ads, collaboration announcements, release of a another trendy pair shores or dress and events organised by fast fashion brands. You’d agree with me that it is challenging to resist.
But have you ever given any thought to the marketing strategies that fast fashion brands and retailers employ to encourage us to make more purchases? In order to maintain a cycle of overconsumption, fast fashion brands target consumers while they are in their most vulnerable emotional states. In this article, we’ll look more closely at some of three of these strategies and discuss how to avoid falling victim to them.
The “FOMO” Tactic: Creating a Sense of Urgency
Limited edition collections, flash discounts, and countdown timers are frequently used by fast fashion companies to instil a sense of urgency and FOMO in their audience. They are aware that we are more likely to buy something on the spur of the moment when we fear missing out. For instance, H&M has a banner on their homepage that reads “Limited time offer,” while Zara employs the term “Last opportunity to save” on their website.
Solution:
This strategy relies on our compulsion to buy on impulse once we fear losing out on a good deal. I will not discourage looking out for good deals when they are available, but I’ll encourage you to try to avoid making impulsive purchases. Always consider whether you actually need the thing in question before you splash out. Set a reminder for yourself to check back on the item later to see whether you still want it if you’re debating whether or not to buy it. It can also be helpful to have an accountability partner or friend to talk to before making a purchase.
Emotional Triggers: Playing on Our Feelings
Fast fashion companies also appeal to consumer’s emotions, especially women, in order to increase sales. Appealling to our sentiments of love and connection is one the smartest strategies fast fashion brands hang their boot on to drive sales. They often employ sentimental or romantic images, or the use of catchphrases like “Treat yourself” to appeal to our need for self-indulgence and self-care. For instance, the slogans of ASOS and Forever 21 are “The perfect self-care destination” and “Fall in love with our new arrivals,” respectively.
Solution:
Be aware of the language and visuals a brand uses in their marketing materials to spot this strategy. Consider whether the brand is attempting to appeal to your desires or emotions and whether you actually need the product in issue. It’s also important to remember that you don’t need to buy something new in order to treat yourself or feel good.
Social Pressure: Keeping Up with the Joneses
Fast fashion companies often rely on peer pressure to get consumers to purchase more. They may employ influencer marketing to give the impression that everyone is sporting a particular look or brand, or they may employ catchphrases like “Join the club” to make us feel as though we belong to an exclusive group. For instance, Missguided uses the slogan “Join the babes” on their website, and Fashion Nova utilises the term “As seen on” to display celebrities wearing their clothing. Joining these communities makes it easy for the brands to perpetuate their message in an echo-chamber, making it impossible for consumers catch their breath or slow down on the purchases or have a chance at discovering sustainable options.
Solution:
Try to be aware of the messages you’re seeing in advertising and on social media to fight this strategy. Keep in mind that you don’t have to wear the same thing or brand that someone else is wearing simply because they are. Also, try to focus on the things that make you unique and special, rather than trying to fit in with everyone else. Unsubscribe from some newsletters from fast fashion brands that is constantly showcasing another trend or release to buy.
Combatting Fast Fashion Tactics
What can we do, then, to stop the cycle of excessive consumption? Shopping ethically and sustainably can be a great start. Another is to purchase of secondhand clothing and participating in clothing swap events. Here previously owned clothing and accessories from other consumers but are traded or swapped among consumers in a cloth swapping event. All of these are nothing compared to knowing what we own and managing them.
The clothes we already own needs to be maintained and kept in stock. Once we are aware of what we own the less likely we are to succumb to “FOMO”. The FOMO strategy or emotional triggers employed by fast fashion brands have less impact on us once we have a clear awareness of what we already own and what we need. We may prevent impulse purchases and make better choices about the clothing we actually need by paying attention to the garments we already own.
Keeping an inventory of our clothing also enables us to be more inventive with what we already own by looking for methods to repurpose and restyle stuff. This could mean adding a new collar to an old shirt, turning an old dress into a skirt or even creating a new accessory out of an old piece of clothing. Not only does this help to reduce our environmental footprint, but it also allows us to express our individuality and creativity.
In conclusion, fast fashion companies employ a range of marketing strategies to entice customers to purchase an increasing number of garments. These strategies can include making use of social media influencers and creating a sense of urgency and scarcity. As a consumer, you should be aware of these strategies and consider what quick fashion actually costs. We can decide to support sustainable and ethical products, buy used items, and prioritise investing in quality over quantity rather than succumbing to these strategies. By making thoughtful decisions, we may not only defeat fast fashion marketing, but also help the fashion industry move toward a more sustainable future.