Consumers' Role in Fast Fashion Essay Example

In society today, the endless cycle of fast fashion has enveloped the lives of manufacturers, companies and consumers. Consumers have a significant role in the fast fashion cycle; the choices they make directly impact the working conditions in which their clothes are made as well as have the power to change or better these conditions. The working conditions in a fast fashion factory are unethical and need to be improved for the betterment of the people making the clothing. The Catholic perspective gives a better understanding of the idea of freedom within fast fashion sweatshops. Western companies arguably have the biggest impact on the fast fashion cycle and their role is most evident in the collapse of Rana Plaza. Requiring the disclosure of working conditions in sweatshops from manufacturers would have a direct impact on the choices made by employees, companies and consumers. 

Consumers play a significant role in the cycle of fast fashion as it is their demand that fuels the companies that use sweatshop labour. By choosing to support companies that thrive off this demand, consumers are directly supporting the poor working conditions within the factories. Infobase says that “Though polls show that Americans would be willing to pay more money for clothing manufactured under humane conditions—goods often labeled "fair trade"—shoppers often tend not to think about such factors when deciding which clothes to buy, and simply opt for the cheaper item.” (Infobase). Similarly, Kelly Drennan states that, “[Fashion Revolution Day] aims to raise awareness of the fast-fashion industry by encouraging consumers to "reveal their label." Wearing your clothes inside-out on April 24--or any day--will spur conversation around the water cooler, on your commute or across social media and urge more consumers to ask: Who made my clothes?” (Drennan). With the knowledge of the conditions their clothes were made under, consumers are able to make well-informed decisions that support the health and well-being of the people that make their clothes. 

The working conditions in a fast fashion factory or sweatshop are essentially inhumane with unfair wages, long working hours and unsafe health and safety conditions.  Oftentimes, these sweatshops are located in developing countries where these are the only types of jobs available to sustain a living. Infobase expresses that, “Nike is committed to collaborating with our contract factories to help build a leaner, greener, more empowered and equitable supply chain. And we will continue to engage with civil society, governments, and the private sector to affect systemic change to labour and environmental conditions in countries where we operate” (Infobase). Likewise, Wendy Diaz, a young girl who worked in the sweatshops, claims, “If I could talk with Kathie Lee I would ask her to help us, to end all the maltreatment so that they would stop yelling at us and hitting us, and so they would let us go to night school and let us organize to protect our rights. We would like Kathie Lee to return her work to our factory, only under better conditions. Also, we need a fair wage. Please help us” (Infobase). Evidence, such as the initiatives Nike has been implementing, has shown that the disclosure of working conditions affects the choices of consumers. As more companies become more transparent about who manufactures their clothing, the working conditions in sweatshops improve as a result. 

The Catholic perspective on fast fashion offers insight on freedom within the fast fashion factories. There is a lack of freedom within a fast fashion sweatshop for the people making the clothing. The Catechism of the Catholic Church says, “Freedom makes man responsible for his acts to the extent that they are voluntary. Progress in virtue, knowledge of the good, and ascesis enhance the mastery of the will over its acts'' (CCC, 1734). The Catechism also speaks about how, “As long as freedom has not bound itself definitively to its ultimate good which is God, there is the possibility of choosing between good and evil, and thus of growing in perfection or of failing and sinning. This freedom characterizes properly human acts. It is the basis of praise or blame, merit or reproach” (CCC 1732). Manufacturing companies should be held accountable for the lack of freedom of its employees in their working environment as they have the power to change the conditions. By disclosing this lack of freedom, pressure is put on manufacturers to improve the conditions of the working environment from outside factors such as consumers and companies.    

Western companies are driven by the demand for their products and the extent of this demand is seen through the collapse of Rana Plaza in Bangladesh. Kelly Drennan reveals that, “While the collapse of Rana Plaza captured news headlines, it Is only one example of the human cost of fast fashion. Negative social impacts occur at every stage of clothing manufacture, from the farmers who grow cotton to those who stitch the logos” (Drennan). Similarly, Infobase says, “Although these companies claimed they had no knowledge that their goods were being manufactured in a building with such poor safety standards, many observers were quick to link the tragedy with the desire of American manufacturers to produce their goods as cheaply as possible” (Infobase). Like consumers, Western companies play a significant role in the fast fashion industry. Clothing companies are able to improve themselves as a whole, through the disclosure of the working conditions in factories where their clothes are made. As a result, the company would bring in more business as consumers are more prone to supporting ethical and sustainable businesses.

Decisions made by manufacturers, companies and consumers can be influenced by the knowledge of working conditions in a fast fashion factory.  The working conditions in a fast fashion factory are directly influenced by the choices of consumers. By purchasing from companies that support the well-being of their employees, companies are forced to improve themselves as a whole. Improving the working conditions in fast fashion sweatshops, so they are more ethical and sustainable would better the lives of the people making the clothing.  The idea of freedom within fast fashion factories, is better understood through the Catholic perspective. Through the collapse of Rana Plaza, the importance of Western companies’ role in the fast fashion cycle is shown.