[Global Times Comprehensive Report] In today’s consumer market, “fast fashion” occupies a considerable share. Its products are deeply loved by consumers for their wide variety of styles, rapid release of new products, and affordable prices. Many “fast fashion” brands Familiar to

[Global Times Comprehensive Report] In today’s consumer market, “fast fashion” occupies a considerable share. Its products are popular among consumers for their variety of styles, fast new arrivals, and affordable prices. Many “fast fashion” The brand is familiar to people. The concept of "fast fashion" was not born in recent years. It had already taken shape in Britain during the First World War. Fashion media once reported: "The First World War not only reshaped the global geopolitical landscape, but also fundamentally changed the fashion field."

In 1939, a counter girl at a department store in Birmingham, England was working.

Before the First World War , Paris 's "high-end customization" dominates the European fashion industry. In the words of industry insiders, the main characteristics of women's clothing at that time were "gorgeous and restrained". With the outbreak of the war, many men were drafted into the army and left their homes. As a result, many countries experienced a shortage of labor force. Women began to take on the men's hard work, such as transporting goods and working in factories. In this context, the original women's clothing seemed a bit bulky. Floor-length skirts not only restricted movement, but also easily caused safety hazards in factories. They quickly lost their market and were replaced by lightweight women's clothing similar to shirt skirts. The cotton and linen fabrics used in this type of clothing are not only low-cost, but also durable and easy to care for.

British Broadcasting Corporation "History Magazine" stated that the concept of "fast fashion" was generally known in the 1990s, but it had already sprouted in the United Kingdom in the 1930s. After World War I, many countries around the world developed textile industries. As a "major exporter" of textiles, Britain quickly lost its international market. The country's products were forced to "export for domestic sales" and the industry tried to open up the domestic market to collect funds. However, the scale of the British domestic market is limited. If merchants want to make money, they must let customers buy more and repurchase more frequently, and clothing products must continue to be introduced.

Some media said that in the early years, although there was a certain natural connection between "fashion" and "clothing", the former was "ungrounded" for a long time. In order to make money from ordinary people and build a new economic model oriented by more ordinary consumers, businesses need to make fashion "downward compatible" and "plant grass" for potential consumer groups through a series of publicity to stimulate people's desire to buy. .

Britain published "Fashion" magazine in 1916. After World War I, a large number of similar women's magazines emerged on the country's market, covering almost every class of society. Such magazines are cheap to purchase and can be browsed at public libraries. So readers can always learn about the latest fashion trends, as well as current and practical dressing advice - not only to look good, but also to buy affordably.

The rapidly developing film industry provides British merchants with another way to "bring goods". At that time, almost everyone could afford movie tickets. The beautiful lifestyle in the film had a visual impact on the audience. The characters in the film were often well-dressed, which invisibly guided people's clothing consumption. Under the dual influence of capital and the entertainment industry, British women's consumption outlook changed greatly in the 1920s and 1930s, from focusing on quality to paying more attention to style. This also forced manufacturers to follow the fashion trend. At that time, some people in the industry "complained": "As long as the style is a little outdated, people will not even take a second look, no matter how good the quality of the clothes is."

Business in the Clothing Industry The model is also undergoing a sea change. Before the outbreak of World War I, most women either sewed their own clothes or brought fabrics to tailors to have them sewn. In the 1920s, this "tailor-made" model gradually declined. The number of ready-made clothing stores increased day by day, and large-scale production also reduced manufacturing costs. Some well-known British clothing sales brands-Marks & Spencer, British Home Stores, etc. It developed rapidly during World War I. The chain operation model that emerged later further reduced costs and brought the iteration speed of clothing products to a higher level.The British Broadcasting Corporation's "History Magazine" explained that under this model, sellers can bypass the wholesale link of products and deal directly with manufacturers, greatly shortening the cycle from the factory to the shelves, making the circulation of new fashion products faster.

British consumers have undoubtedly become early beneficiaries of "fast fashion" - enjoying the industry dividends of "high quality and low price". For example, some media said that Marks & Spencer only started selling clothes in 1926, and in 1930 it sold 1 million dresses priced at no more than 5 shillings. At the same time, women’s magazines continue to work hard to subtly shape people’s consumption views, such as “the same clothes cannot be seen twice” and “different occasions require different outfits”... British women’s wardrobes are visible to the naked eye. Full of speed.(Liu Haoran)