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Zara Make Headway in World of Fast Fashion


zara window feb 16Zara have now advanced their fast fashion process, by implementing a pioneering new tagging system.

Indictex, the world’s largest clothing retailer and the parent group that owns Zara, as well as Massimo Dutti, revealed that the invention will be a new radio-frequency-based tagging system that will allow tracking of products from the point of sale. The system is designed to markedly improve the group’s inventory management, instantly showing items that need reordering. This will mean that for the customer, that sold-out items (such as celebrity-endorsed) can be quickly replenished and in-demand sizes will be more readily available.

This reduces the need to search in countless Zara stores for that seasons coveted item again. The technology has already been rolled out in 700 of Inditexs 6,300 stores, with Zara taking priority.

This is the latest system of using technology and fashion combined to maximize retailer’s profits, but the question really has to be asked, are these fast fashion methods sustainable? Sustainability is the about meeting the current generations needs but without compromising those of future generations. There are so many different components that go into achieving fast fashion, but a main area to interrogate is that to what extent it has a detrimental effect on the level of ethnicity it operates on when respecting their suppliers. The supply chain can be easily fragmented, as fast fashion companies thrive on fast cycles, small batches combined with large variety, more efficient transportation and delivery, and merchandise that is presented as floor ready. Environmentally, politically and economically this process can be pushed too far to make this unethical and unsustainable. Environmentally, more work is outsourced for cheaper labor, but this then has negative impact on the environment mainly due to extra air miles giving out pollution, economically fast fashion can have a adverse effect on the company’s labor use as it is known that with this type of process, labor are instructed to work harder for less pay. Politically also this creates issues especially with the competition fast fashion creates leading to laws being scrutinized between different companies and governments.

Above are the basic areas where fast fashion is considered to be unethical and unsustainable, but it can also be a process that actually benefits suppliers, through more job opportunities and different perks that particular companies give them, often involving trying to make their community a better place. For sustainability large fashion brands are mostly managing to move with pace of face fashion, but it does leave behind smaller brands, as fast responsive systems are often high cost and this can heavily impact technological changes and human resources to the stage where for particular companies it is just not sustainable.


Freddie Anderson

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