The Real Cost Of Fast Fashion

Laura HellerContributor

Fast fashion is getting faster and cheaper. Rarely a week goes by without a global brand announcing an expansion, new flagship store, partnership program or brand extension to woo millennial shoppers. But what is the real cost of fast fashion?

It’s been year since a factory collapsed in Bangladesh killing 1,129 people, and when Forever 21 , home to the $8 dress, announced it would launch a new brand called F21 Red, Bangladesh came to mind. It’s impossible not to wonder if anything was learned from that disaster.

The new F21 Red will debut in Southern California and offer a larger selection of times at what the retailer terms starting price points, including $1.80 camisoles and $7.80 denim for women and girls. There will be a range of $3.80 T-shirts and tank tops as well as $5.80 leggings in plus sizes.

How can a retailer sell camisoles for $1.80 and T-shirts for $3.80? Bangladesh comes to mind.

Fast fashion chains are expanding quickly. H&M , Gap GPS +0.51% and Fast Fashion’s Uniqlo are all opening stores in China at a brisk pace. And there’s room to grow in South America, India, Europe and the United States.

Forever 21 has roughly 600 stores today, H&M has 3,200, Zara has more than 1,800 locations globally. Uniqlo and Top Shop are both just getting going and U.S. shoppers, specifically young U.S. shoppers, have an insatiable hunger for their goods.

To their credit, H&M, Gap and Zara have all signed a pledge to improve factory conditions and Forever 21 had a vendor compliance and ethical sourcing program that includes factory visits.

But as demand continues to climb for apparel items that retail for less than $2, the questions of how those are produced will linger. A year later, has Bangladesh changed much?

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