Fast fashion: Adjusting Nike's future in the apparel industry

Abstract

Fast fashion companies have set a new standard for cheap and fast production in the apparel industry. Through use of synthetic materials and cheap labor, they have reduced costs far below average and made clothing more accessible to those who want many different apparel pieces. However, they have also perpetuated poor working conditions in low- and middle-income countries, increased microplastic pollution and greenhouse gasses, and contributed to the growing piles of clothing in landfills. They have been responding to consumer demands for cheap clothing made quickly, but those demands are shifting.

Consumers are beginning to question brands legitimacy and preferring companies who are genuinely concerned about the planet. However, their purchasing decisions do not always reflect this sentiment, leading to companies being hesitant to invest the extra funds into sustainable business practices. Instead, they use greenwashing to market their product to these segments without the added costs. Nike is a great example of companies marketing themselves as a socially aware company while simultaneously exhibiting anti-worker behavior. As a giant in the fashion industry, Nike needs to take advantage of shifting consumer demand and begin investing in sustainable business now. They can be a forerunner for change that will grow their business, increase their profits, and make the world a little bit better too.