Fast fashion is getting faster with data-driven designs but experts worry about its environmental impact

by AryanArtnews
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Fashion is no longer dujour – that day – it’s second.

Online platforms use real-time data and analytics to microtarget what they buy and what they wear.

And the huge multinationals that are currently pacing are the ones you may not know.

Shein is a multi-billion dollar Chinese garment company focused solely on exports. There is an unconventional structure and approach. Some are Amazon-like distribution services, some are TaskRabbit-style labor exchanges, and the features and sensibilities of social media gaming platforms overlap.

For many fans, it’s a form of hyperpersonalization, where people find the makers that make it to suit their clothing tastes.

However, the critics say Shein has already supercharged the ultra-fast clothing sector, significantly reducing the time from purchase to landfill.

In Australia alone, about 6,000 kilograms of fiber are wasted every 10 minutes.((((Getty: Zigapraftal).

Data-driven design

Shein currently accounts for about 28% of total US fast fashion sales, with a larger market share than the combined brands of established brands Zara and H & M.

Fast fashion is the mass production and distribution of low-priced clothing with highly fashionable designs.

However, Shein is different from its competitors because it creates and sells new clothing styles, but does not hire designers and avoids seasonal lines.


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