Fast-fashion, ou la production rapide de vêtements bon marché et à la mode, souvent au détriment de pratiques éthiques et durables…un modèle aujourd’hui vivement critiqué.
Le marché rengorge de marques de fast-fashion, desquelles Uniqlo semble se démarquer. Le géant japonais s’impose par ses vêtements alliant qualité et accessibilité, propulsé par sa technologie brevetée HEATTECH.
Mais quelle est vraiment la position d’Uniqlo dans l’industrie de la fast-fashion ? 👚
Un modèle typique de la fast-fashion
Bien qu’Uniqlo ne soit peut-être pas la première marque venant à l’esprit lorsqu’on parle de « fast-fashion », les similitudes sont bien présentes.
La marque opère un cycle de production plus court que la slow-fashion mais moins accéléré que les concurrents classiques de fast-fashion. Elle s’adapte aux tendances en maintenant son ADN lifestyle (ou « LifeWear » comme elle se définit). Uniqlo se spécialise dans les basiques intemporels, confortables et faciles à porter, pensés pour durer (en tout cas plus qu’un mois). Ainsi, 1/3 des articles sont disponibles entre 6 et 9 mois, alors que 66% des produits Zara ont une durée de vie de 3 mois🔄
L’un de ses atouts majeurs réside dans ses prix attractifs, bien que supérieurs aux marques classiques de la fast-fashion. En effet, Uniqlo est aussi connue pour l’alliage de ses technologies innovantes dans la conception de ses vêtements, tout en restant à des prix abordables.
« We don’t chase trends. People mistakenly say that Uniqlo is a fast-fashion brand. We’re not. We are about clothing that’s made for everyone »
CEO Tadashi Yanai
Uniqlo se positionne donc comme un bon compromis entre prix et qualité, mais en allant plus loin, cela est à nuancer. Effectivement, qui dit fast-fashion dit conditions de travail et impact environnemental négatifs.
Véritables engagements ou greenwashing ?
Uniqlo s’engage dans le développement durable avec son initiative « Libérer le pouvoir du vêtement »: seconde main, bien-être animal, réduction des ressources et déchets et l’objectif de 50% de matériaux recyclés d’ici 2030. Uniqlo se lance donc pour de bon sur la voie « vert »ueuse ♻️
L’aspect social n’est pas oublié, avec des initiatives caritatives, des projets de soutien aux femmes et aux réfugiés…et se positionne fermement contre toute forme de discrimination.
Cependant, les sceptiques soulignent le décalage entre ces engagements et le business model même d’Uniqlo, qui encourage par définition la surconsommation.
De plus, les conditions de travail de ses employés restent décriées 📢. Des allégations impliquant le géant japonais dans le scandale des Ouïghours et les revendications des travailleurs indonésiens pour un dédommagement de 5,5 millions $ questionnent sur la véritable responsabilité sociale et sociétale d’Uniqlo.
Uniqlo : un miroir poli ou vraie fast-fashion ?
En conclusion, bien qu’Uniqlo affiche des efforts en faveur d’une meilleure éco-responsabilité, il reste difficile de la catégoriser comme une vraie marque durable. Uniqlo reste ancrée dans le modèle de fast-fashion et ses initiatives positives sont loin de compenser l’impact négatif de ce système.
Au final, il incombe à chacun de réfléchir à ses achats 💭et de considérer la slow-fashion comme une alternative plus durable et éthique 🤔.
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