La « fast fashion » est un modèle commercial de l’industrie de la mode caractérisé par la production de vêtements bon marché en masse à une vitesse rapide pour répondre aux dernières tendances de la mode.
Le succès si rapide de Shein et de l’ultra fast fashion s’explique d’abord par la croissance toute aussi spectaculaire de la fast fashion qui pèse plus de 106 milliards de dollars dans le monde en 2023.
https://fr.statista.com/themes/10747/l-ultra-fast-fashion/#topicOverview
La Fast Fashion se différencie des autres acteurs du marché
Cette dernière tendance en termes de mode, se caractérise par plusieurs éléments, qui permettent de différencier les marques de fast fashion des autres acteurs sur le marché de l’habillement :
- Production rapide et fréquente : vêtements fabriqués en quelques semaines
- Imitation des tendances actuelles : des designs se rapprochant des grandes marques
- Prix bas : des vêtements peu coûteux, ce qui les rend accessibles à tous
- Production à grande échelle : production en masse à faible coût de main-d’œuvre
- Matériaux bon marché : moins chers à moindre qualité pour maintenir des coûts bas
La fast fashion a été critiquée pour ses impacts environnementaux négatifs, notamment la surproduction de vêtements, la production de déchets textiles, la consommation excessive de ressources naturelles et les pratiques de production peu éthiques. En effet, Selon la Fondation Ellen MacArthur, plus de 100 milliards de vêtements sont produits chaque année, soit environ 13 vêtements par personne dans le monde. Cependant, cette pratique a également été saluée pour sa démocratisation de la mode en la rendant abordable pour un large public.
La fast fashion impacte l’environnement de manière considérable et sur plusieurs points qu’il est important de prendre en compte. Pour chiffrer ce constat, notons qu’environ 2 700 litres d’eau sont nécessaires pour produire une seule t-shirt en coton.
https://greenly.earth/fr-fr/blog/actualites-ecologie/fast-fashion-industrie-textile-environnement
UNE PRATIQUE AYANT DE FORTS IMPACTS ENVIRONNEMENTAUX
En effet, cette pratique repose sur une production rapide de vêtements, ce qui entraîne une exploitation intensive des ressources naturelles, notamment l’eau par exemple, pour la production d’une seule paire de jeans, il faut jusqu’à 7 500 litres d’eau. Mais aussi, de l’énergie et des matières premières telles que le coton, le polyester et le cuir.
De plus, la production à grande échelle de vêtements bon marché conduit à une quantité considérable de déchets textiles. De nombreux vêtements sont jetés après avoir été portés seulement quelques fois, ce qui contribue à la pollution des décharges.
Il est important de bien prendre conscience que la production, le transport et la distribution de vêtements à l’échelle mondiale contribuent aux émissions de gaz à effet de serre, ce qui a un impact sur le changement climatique. A noter que l’industrie de la mode est responsable de 8 à 10 % des émissions mondiales de gaz à effet de serre.
Mais ce n’est pas tout, derrière toutes ces marques de fast fashion se cachent une stratégie de maintien de faible coûts de main-d’œuvre. Pour maintenir des coûts bas, de nombreuses entreprises de fast fashion externalisent la production dans des pays où les travailleurs sont souvent mal rémunérés et travaillent dans des conditions dangereuses.
Pour lutter contre ces problèmes, il existe un mouvement croissant en faveur de la mode durable, qui encourage des pratiques plus éthiques et respectueuses de l’environnement dans l’industrie de la mode. Cela comprend la promotion de la durabilité, de la réutilisation, du recyclage, de la production locale et de la réduction de la consommation de ressources. Les consommateurs jouent également un rôle clé en faisant des choix plus conscients, en soutenant des marques durables et en participant au mouvement de la mode éthique.
Au niveau mondial, le marché de la mode d’occasion est estimé à 177 milliards de dollars en 2022, et il devrait quasiment doubler à l’horizon 2027 pour atteindre 350 milliards de dollars.21 juil. 2023
https://volago.fr/marche-de-la-seconde-main-en-france/
COMMENT LUTTER CONTRE LA FAST FASHION?
Lutter contre la fast fashion et promouvoir des pratiques plus durables dans l’industrie de la mode peut être accompli par plusieurs moyens :
- Acheter moins, mais mieux : opter pour des vêtements de meilleure qualité, durables et intemporels
- Soutenir la mode durable : opter pour des marques transparente avec des pratiques plus éthiques
- Les vêtements d’occasion : réduire la demande de nouveaux vêtements et la pression de production rapide de la fast fashion
- Réutilisation et recyclage : réparer, donner, vendre ou recycler plutôt que de jeter
- Eduquer et sensibiliser : Informez vous et les autres pour encourager les changements de comportements
- Législation et réglementation : les gouvernements peuvent jouer un rôle en promulguant des réglementations visant à limiter les pratiques nuisibles de l’industrie de la mode
- Innovation technologique : encouragez le développement de nouvelles technologies et de matériaux plus respectueux de l’environnement pour l’industrie de la mode.
En fin de compte, la lutte contre la fast fashion nécessite un effort collectif, de la part des consommateurs, des entreprises et des décideurs politiques. En adoptant des pratiques plus responsables, en favorisant la durabilité et en exigeant des changements de l’industrie de la mode, nous pouvons contribuer à réduire les impacts négatifs de la fast fashion sur l’environnement et les conditions de travail.
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