The end of fast fashion and seasonal products

The end of fast fashion and seasonal products
15 June 2020
  • ​The paradigm shift in the garment industry accelerated with the pandemic.
  • Human-oriented and environmentally sensitive production processes come to the fore.
  • Fast fashion and seasonal clothing trends will be replaced by timeless and classic products.

*** This release is originally published in Turkish.
Google Translate Application translates the content you see on this page.***

ISTANBUL (TR) - Evaluating the changes that will occur in the garment industry in the “new normal” period, Vice Chairman of the Bordo Group Fahri Şahin said, “Consumption habits will change in garment industry”. Stating that people will turn to products of higher quality, healthier and higher costs, Şahin said, “People will now wear clothes for longer periods rather than seasonal. This means that we will return to our old habits in our culture.”

Covid-19, which has influenced the world, continues its influence in the garment industry. While uncertainty about the future of the sector continues, brands with a voice in the sector are trying to draw a new road map with some inferences and forecasts. Fahri Şahin, one of the executives of the Bordo Group, one of the leading brands in the textile industry, evaluated the latest situation of the garment industry and the predictions about the sector in the "new normal" period that started after the coronavirus (Covid-19) pandemic.

Emphasizing that the paradigm change in the sector started to show itself before the pandemic and  the pandemic accelerated this process, Şahin said, “A very serious paradigm shift towards sustainable fashion is expected in the garment industry. Now it is seen that fast fashion and fast consumption have come to an end. We will witness more environmentally sensitive, human-oriented and nature-conscious production processes.”

“People will buy two products instead of ten”

“It now looks like there will be a return to natural fibres. Environmental and human approaches will stand out in the production stages. In addition, issues such as social compliance management in the working conditions of the sector will start to come to the fore.” Fahri Şahin said and continued as follows, “There will now be a choice of quality and natural products rather than just cheap products. This will change consumption habits in ready-to-wear. So we can witness the process of returning to our ancient tradition. For example, if a person buys 10 products at affordable prices, instead of high quality but environmentally friendly and healthy 2 products will get. Because these will bring costs, they will be in demand for a little more timeless and classic products rather than products that go out of fashion fast. Safe colors, safe patterns, safe graphics will come to the fore more. But this will happen in the higher segment of the niche market. Perhaps because of the influence of purchasing power, fast fashion can continue; but there is a theme of a return to nature and transformable fashion in general.”

“The sector will turn to local resources”

Stating that the new initiative in the supply chain in the world after the virus is “managing risk rather than being low-cost-oriented”, Fahri Şahin said, “Therefore, the orientation towards local resources will be a little more. How? For example, instead of merely getting local staple fibers from China, Turkey will be preferred, local workers will be employed, other possibilities will be considered local. In other words, many brands in the sector will turn to local resources and will produce under local conditions. This situation will bring two things together. The first will increase the quality and the second will naturally increase the costs. Thus, people's fast consumption habits will decrease. So they will dress longer, not seasonal. This means that we will return to our old habits in our culture.”

Pointing out that the world-famous textile brands they serve abroad started to order organic and recyclable fabrics rather than normal fabrics, Şahin said, “We see that the demands for antibacterial products are increasing. There is a trend towards sustainable and transformable fashion as a whole. Turkey has an important position in this field. We have the capacity and quality to meet new demands on textile products such as organic, antibacterial, sweat and non-flammable.”

Fahri Şahin stated the following in his words; “Historically, fashion and sustainability has been a difficult sales process. For this reason, the new normal period after the pandemic will be a test for the garment and fashion industry. The fashion industry is in the midst of a rapid transformation. Business habits of the sector are experiencing a rapid transformation. Customers' preferences are changing. Thus, the demands, designs and business processes of big and small brands are changing. New rings are added to supply chains. E-commerce and e-export, which is the most widespread marketing area in the world for the apparel and fashion sector, is being discussed more. When we consider all these, we should be able to evaluate the opportunities that arise for us. Both industry and state authorities have their duties. If we stay behind change and transformation, we face the risk of losing our pain in the industry to other countries.”

Contact: Tülay Genç | [email protected] | +90 (850) 885 12 55