The Sustainable Dilemma and Strategy Behind Fast Fashion: From Greenwashing to Real Change

Abstract.Fast fashion brands are favored by consumers because of their fashion, low price, and fast update speed. However, this business model has caused serious pollution to the environment, and the so-called "sustainable" initiatives are often mere formalities and criticized as "green whitewashing". This article analyzes the environmental and social issues of fast fashion and proposes strategies for brand responses, such as H&M's used clothes recycling program and Uniqlo's down recycling program. Despite this, these measures have the problem of poor implementation and cannot effectively deal with the nature of fast fashion. To be truly sustainable, fast fashion brands must make fundamental changes in their business models that don't just rely on superficial eco-friendly initiatives.