‘Fast fashion’ is a term that’s being increasingly used to discuss high street fashion nowadays. But, what exactly is fast fashion? And does Brandy Melville fall into this category?
Fast fashion carries a lot of different connotations with it these days, both good and bad. In essence, however, Brandy Melville can be considered fast fashion – it is its entire business model.
Brandy Melville produces clothes on an incredibly large scale, with a high turnover, so it is definitely what can be considered a fast fashion brand.
What Is Fast Fashion?
Fast fashion refers to a brand or retailer that manufactures clothes on a large scale, reproducing the trends from that seasons Fashion Week catwalks so that they can sell affordable versions of them immediately in their stores. The term fast fashion makes reference to the fast pace at which designers are able to reproduce catwalk looks as a budget-friendly, mass produced level, but it now has also come to represent a darker side of the fashion industry: one that promotes a wasteful approach to clothes, as well as poor working conditions for employees and wasteful practices.
Brandy Melville has been villanised by a whole host of people for their seemingly unethical approach to fashion, even by the standards of fast fashion. According to former customers and employees alike, Brandy Melville has a tendency to put its profit margins above the environmental impact of their production, as well as employee welfare.
The rating site Good On You don’t even deem Brandy Melville fit enough to rate in totality, as the company fails to provide enough information about their sourcing, ethics, and welfare protocol. This lack of transparency does not bode well, and fits into the negative reputation of fast fashion brands.
In What Way Is Brandy Melville Fast Fashion?
Brandy Melville’s preppy-cute aesthetic is undoubtedly a high street favourite among the teenage crowd. Whilst its prices may be slightly higher than other high street shops, it is still relatively affordable.
As with all fast fashion brands, they take a lot of inspiration from catwalk trends, recreating them for smaller budgets. However, in order to do this, they require a system of mass-production to ensure a quick turnover of designs into products, to garments on the shop floor, so that they can ensure high profit margins. Fashion, after all, is a business, and the business of fast fashion is one of the biggest.
In the truest definition of the term, this is the biggest reason why Brandy Melville can be considered fast fashion, as they have all the means necessary in order to recreate Fashion Week trends for their stores, and on a larger scale.
Obviously, in order to do this, designs are created quickly, and garments are mass-produced equally as fast. This is where objections can creep in. As is the case with many other fast fashion brands, Brandy Melville has copped its fair share of controversy, over the plagiarism of designs in order to get a garment available for sale on the shop floor as quickly as possible. This can be another drawback of the fast fashion industry.
Is Fast Fashion Good Or Bad?
Fast fashion, of course, has both its pros and its cons. Evidently, fast fashion proves to be a lucrative business model for the retailers, as it stimulates frequent purchases, customer loyalty, and low production costs. However, this rapid method of manufacturing comes with its own price tag, often being detrimental to employees in the factories, the consumers, and the Earth itself.
When analysing the vast spectrum of fast fashion retailers, Brandy Melville still has a lot of work to do according to the experts and its critics. Brandy Melville offers garments at a high street price, but it isn’t one of the most affordable retailers out there. This is surprising when you consider the amount of bad press they receive for their corner-cutting methods, and one can only assume that their profit margins are incredibly high.
The concept of fast fashion doesn’t have to be an inherently bad thing but, given the far-reaching impact of the fast fashion industry, it often turns out to be one. That is why it’s important to shop with a conscience wherever possible.
If you’re looking to shop on a fast fashion budget, it’s good to remain mindful of the potential consequences supporting this fashion business model can have, and ways in which you can reduce its damage, such as only purchasing clothes that you know you will wear a lot, or opting for more ethical brands.
Finally, there are a lot of mixed reviews out there about Brandy Melville’s responsibility, or lack thereof, as a fashion retailer, so this is something to consider when deciding on a purchase from there. Fast fashion serves a purpose in society, but it is down to us, as the consumers, to continue to hold retailers responsible in order for them to improve.