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1、McKinsey&CompanyMcKinseyExplainersWhatisfastfashion?Fastfashionretailershavespeduptheirproductionprocesses,gettingnewstylestocustomersatarecordpace-andcreatingsignificantenvironmentalandsocialchallenges.December2023Fashionisfun.Ifyou,veeverseenamakeovermontageinan,80smovie,you,rewellfamiliar.Tryingo
2、n,buying,andkeepingclothestoreflectourvariousmoodsfulfillscomplexhumanneedsforcomfortandindividualexpressionaswellasforconsumption.Fashionisalsoseriousbusiness.In2023,theglobalindustrywasestimatedtobeworth$1.7trillion.Andmorethan300millionpeopleallovertheworldworkonclothes,somewherealongthevaluechai
3、n.From2000to2014,clothingproductiondoubledandthenumberOfgarmentspurchasedpercapitaincreasedbyabout60percent.Thisisdue,inpart,totheriseoffastfashion.Fastfashionretailersmove,well,fasterthantheirtraditionalcounterparts.Thismeansthattheycompressproductioncyclesandturnoutup-to-the-minutedesigns,enabling
4、shopperstonotonlyexpandtheirwardrobesbutalsorefreshthemquickly-andcheaply.Andshoppers,itturnsout,loveanewlook:accordingtotherecentTheStateofFashion2024report,publishedbyBusinessofFashionandMcKinsey,40percentofUSconsumersand26percentofUKconsumershaveshoppedatfastfashiongiantsSheinorTemuinthepast12mon
5、ths.Ifyouincludeotherfastfashionretailers,thenumberwouldlikelybemuchlarger.Forallthegrowthitgenerates,thefastfashionindustryisalsoresponsibleforconsiderablewaste.Fastfashionconsumersarequicktothrowclothesaway：someestimatessuggestthatconsumerstreatthelowest-pricedgarmentsasnearlydisposable,discarding
6、themafteronlysevenwears.Foreveryfivegarmentsproduced,theequivalentofthreeendupinalandfillorareincineratedeachyear.Andtotalgreenhousegasemissionsfromtextilesproductionclockinat1.2billiontonsayearthat,smoreemissionsthanthoseemittedbyallinternationalflightsandmaritimeshipscombined.Reportsalsoindicateth
7、atsomeclothingfactoryworkersareunderpaidandexposedtounsafeworkplaceconditions.Thetruecostsoffastfashionarecomingintofocus,especiallyformillennialsandGenZ.Youngpeoplearebecomingmoremindfulofsustainabilitywithrespecttohowtheyconsume.Theyrealsokeenlyawarethatthefashionindustryisamajorcontributortogloba
8、lwarming.Andthey,rewalkingthetalktoo:halfofGenZshoppersinChina,accordingtoarecentsurveyaboutsustainableconsumption,saidtheyaimedtobuylessfastfashion.Howcanthefastfashionindustrygiveitselfasustainabilitymakeover?Readontofindout.1.earnmoreaboutMcKinsey,sRetailandSustainabilityPractices.Whatisultrafast
9、fashion?Iffastfashionretailersspeeduptraditionalproductcycles,ultrafastfashionmovesevenfaster.Backinthe1990s,theSpanishretailerZarawasoneofthefirstfastfashionretailerstobreakthemold,offeringhundredsofnewitemsperweek.Asof2023,theChineseultrafastfashionretailerSheinconsistentlychurnsoutupto10,000newde
10、signsaday.AndShein,sproductsarezonaverage,significantlylessexpensiverelativetothecompanysmoreestablishedfastfashioncounterparts:Shein,saverageSKUpriceis$14,comparedwith$26atfastfashionretailerH&Mand$34atZara.Sheingrewdramaticallyduringthepandemic.Dueinparttoasurgeinonlinesalesanddigitaladoptionrates
11、,thecompanymorethandoubleditsmarketshareintheUnitedStatesduringthattime;itsnowthesecond-most-popularshoppingwebsiteamongAmericasGenZ(afterAmazon).Ina2022fundinground,Shein,svaluewassetat$100billion(in2023,itreportedlydroppedto$66billion,likelyinanticipationofincreasedregulation).Howarefastfashioncom
12、paniesevolvingthebusinessmodel?Ultralowpricesarecriticaltothesuccessofthefastfashionbusinessmodel,asarecondensedturnaroundtimes.UpstartfastfashionretailerssuchasSheinandTemuareupdatingthemodelinthefollowingways:Agile,scalablemanufacturer-to-consumersupplychains.Somenext-generationfastfashioncompanie
13、shavedevelopedlargenetworksofsupplierswhooftenmanufactureexclusivelyforthesecompanies.Data-drivenproductdesignandtesting.Shein,forinstance,usesdemand-driventrendmodelingtodesignandselectitsproducts.Thisincludesarangeofdatainputsfromcurrenttrendstoviralproductstocustomerperception.1.oyalandgrowingcus
14、tomerbases.Thesearefedbyaffiliatemarketinginfluencerprogramsandorganicsocialcommunitybuildingfwhichlowercustomeracquisitioncosts.Highappadoptionratesandengagementtactics.Companieshavegamifiedtheirappexperiences,allowingcustomerstoearnloyaltypointsbysettingupaccounts,leavingreviews,watchinglivestream
15、s,andmore.HowarefastfashionorganizationsaddressingsustainabilityconcernsintheirC-suites?Onewayfashioncompanies,fastandotherwise,arepreparingforthesustainabilitychallengesaheadisbyrestructuringtheirC-suites.AccordingtoMcKinseyzSStateofFashion2024report,theC-suiteteamsatalmostallofEurope,s25biggestfas
16、hioncompaniesincludeatleastoneexecutivewithenvironmental,social,andgovernanceexperience.Theseexecutivesoverseeaseriesofsustainabilitystrategies,fromshrinkingtheircompanies,carbonfootprintstoreducingwastetoimprovinglaborrelations.Thebrandsthatexecutesustainabilitystrategiesmostsuccessfullyincorporate
17、sustainabilitycomponentsintoexistingrolesratherthancreateentirelynewones.Forexample,theUK-basedfastfashionretailerPrimarkputMichelleMcEttrickzthecompany,sfirstchiefcustomerofficer,inchargeofleadingsustainabilitystrategy.Andsuccessasasustainabilityexecutivecanopendoorstothetopjob,asinthecaseofHelenaH
18、elmersson,whowasappointedCEOofH&Min2020afterservingasthecompany,sheadofsustainability.Howcanthetextileindustrymakebusinessmodelsmoresustainable?Manyfastfashionplayersareconsideringhowtomaketheirbusinessmodelsmorecircular,inresponsetoclimatepressuresandaquicklyevolvingregulatorylandscape.Inacircularm
19、odelofvaluecreation,resourcesaredeployedoverandover.Conversely,atraditionallinearmodelbeginswithextractionandconcludeswithend-of-lifedisposal,withtheexpectationthatconsumerswilldiscardgoodsandbuymore.Hereareafewwaysinwhichfashioncompaniescanworktowardcomplyingwithchangingregulations.Improvedtraceabi
20、lity.Achievingfullsupplychainvisibilityacrossalltiersofmanufacturingwillbeacriticalenablerforregulatorycompliance.Advancesinblockchainandothertechnologiesmayhelpcompaniestoenablemoretransparentandefficientmonitoring.BrandssuchasBrooksSportsandRenfroBrandshavedeployedTrusTrace,sdigitaltraceabilitypla
21、tformtoachievetraceabilityatscale.Sourcingandproduction.Upstreamsupplychainactivitiesaccountforthemajorityofcarbonemissionsintheapparelindustry,sointhefuturetheremaybeasharperfocusondecarbonizingtheproductionofmaterialsandgarments.Brandsmayincreasinglyshifttonewsuppliersorjoinstrategicalliances.Thel
22、uxuryretailbrandHermes,forexample,haspartneredwithstart-upMycoWorkstosecureaccesstoitsengineeredmycelium(anetworkoffungalthreadsthatcanbeusedtoproduceaproductSimilartoleather).Design.Anewemphasisonlongevityanddurabilitymaydemandfreshattentiontodesigndetailssuchasstitchingandseams.Materialsthatcannot
23、beseparatedinrecyclingmaybeavoidedinthefuture,meaningdesignersmighthavetothinkmorecreativelyabouttheirdesignchoices.End-of-lifewaste.Newbusinessmodelsarecomingtotheforetominimizeproductionandwaste.Resalecontinuestogrowthroughbrandpartnershipswithsecondhandmarketplaces,suchastheReaIReaIandVestiaireCo
24、llective.Thereisalsoanopportunitytoaccelerateclosed-looprecycling,aprocesswherebyaproductcanbeusedandthenturnedintoanewproductmanytimesover.Stockholm-basedRenewcellisrampinguptheworldsfirstat-scalefiber-to-fiberrecyclingfactoryandisalreadyworkingwithglobalbrandsincludingH&Mand1.evizs.Asglobalbusines
25、sreckonswithincreasingclimatepressuresandachangingregulatoryenvironment,thefashioncompaniesthatcutnewpatternsforsustainabilityaretheonesmostlikelytoexcelinthefuture.Articlesreferenced：“TheStateofFashion2024:Findingpocketsofgrowthasuncertaintyreigns/November29,2023,AnitaBalchandanizDavidBarreletzAchi
26、mBerg,GemmaD,Auria,FelixRolkenszandEwaStarzynska“Greatmerchandisingnevergoesoutoffashion/March15,2023,DavidBarrelet,MatthewChapman,ErikEklw,JuliaHuang,FelixRolkens,andHannahYankelevich“TheStateofFashion2023:Holdingontogrowthasglobalcloudsgather/November29,2022,ImranAmed,SarahAndr6,AnitaBalchandani,A
27、chimBerg,andFelixRolkens“Insearchoffashion,ssustainabilityseekers/June28,2022,ElisaAlbellafAnitaBalchandanizNicCornbleet,and1.ibbi1.ee“StateofFashion2022:Anunevenrecoveryandnewfrontiers/May2,2022,ImranAmed,AchimBerg,AnitaBalchandani,PamelaBrown,HannahCrump,AmandaDargan,SaskiaHedrich,JakobEke0fJensen
28、,1.eila1.eMerle,FelixRolkens,MichaelStraub,andRobbYoungMtKimvInsighuApp.f*，Ijwrr“Isluxuryresalethefutureoffashion?/December14,2020,Miriam1.obiswRefashioningclothing/senvironmentalimpact/July25,2019,ClarisseMagnin-MallezandSaskiaHedrich“Developingproductsforacirculareconomy/November14,2016,EricHannon
29、,MarianneKuhlmann,andBenjaminThaidigsmannStylethat,ssustainable：Anewfast-fashionformula/October20z2016,NathalieRemy,EvelineSpeelmanzandStevenSwartzGettoknowanddirectlyengagewithseniorMcKinseyexpertsonfastfashionAnitaBalchandaniisaseniorpartnerinMcKinsey,s1.ondonoffice,AchimBergisaseniorpartnerintheFrankfurtoffice,GemmaD,AuriaisaseniorpartnerintheMilanoffice,ClarisseMagnin-MallezisaseniorpartnerintheParisoffice,andPatrickSimonisaseniorpartnerintheBerlinoffice.Copyright2023McKinsey&Company.Allrightsreserved.
