快速时尚——时尚也要“快餐化”

 　　当今社会，人们的生活节奏越来越快，凡事都讲求速度。光是从红火了N年之久的快餐就可以看出人们对速度的追求了。可是速度和时尚界有关吗？所谓的“快速时尚”是什么东西？

　　What is FAST FASHION?

　　Fast Fashion is term used to describe the cheap high fashion clothing, usually sold by high street retailers¹. Traditionally retailers would tend to stock new trends or lines each season, with fast fashion, they stock new trends each or even week. This change is consumer buying behaviour is driven by both the reduction in the price of clothing and increased marketing² of new trends and fashions. Fast fashion clothes are generally only worn a few times before being replaced by the latest trend.

　　The environmental impacts of fast fashion are well reported with the green house gas emissions³, chemical pollution and landfill waste all being key issues. The growth of cotton, the most widely used natural fibre uses huge amounts of chemicals that are damaging to the health of the workers, the surrounding environment. Synthetic⁴ fibres like polyester which are regularly used for making 'fast fashion' clothes, require the use of vast amounts of petro chemicals and releasing all sorts of polluting chemicals that also present health risks for workers in the industry and those living in the vicinity. The manufacture of most textiles is an energy intensive process, this combined with the transport of textiles of products around the world produces even more green house gas emissions.

　　As if that wasn't enough, there is also the problem of disposing of unwanted clothing. Landfill in the UK is a huge problem with textiles accounting⁵ for an estimated 30% of UK landfill waste each year. Synthetic textiles simply stay in the system and do not break down naturally. Even natural textiles pollute water systems with chemicals and dyes that are washed out by rain water. They also produce methane⁶, a powerful greenhouse gas as they breakdown⁷.

　　Recycling of clothing is a great idea but the quality of many fast fashion items makes them less desireable second hand. In March last year Allan Wheeler of the textile recycling association reported in the House of Lords on how "the quality of the clothing that is coming through to our members is on the decline, which makes it harder to reuse".

　　Whilst there are a variety of eco textiles and brands with excellent environmental credentials⁸ now available, it is consumer behaviour that will need to change in order to reduce the impact of fashion and clothing on the environment. Fashion retailers are primarily led by customer demand and will change their products and marketing strategies in response to a change in consumer behaviour. We are starting to see a move in the right direction with key retailers such as Marks and Spencer's and Next all stocking organic and eco lines.

　　什么是“快速时尚”？

　　快速时尚是一种运作模式其中四个因素最为关键：新、流行、稀缺和低价，为追求时尚的年轻女性提供低价的潮流服饰。

　　快速时尚品牌之所以发展迅速，很快占领了市场，主要有5个特点，与传统服装品牌相比，快速时尚品牌从产品开发到货品上市的周期短，紧随潮流而不是创造潮流，当季设计而不是提前设计，注重产品的广度而非深度，新货上市频繁。

　　由新兴年轻时尚品牌ZARA、H&M，以及很多平价服装大卖场等所倡导的Fastfashion（快速时尚）风潮，主导服装的是时尚性，而质量与功能退居其次，价格低廉款式翻新快速，人们在快速穿着时髦的衣服后，再快速地扔掉。然而这也造成了新的令人头疼的环保问题。

　　How to change from fast fashion to sustainable style:

　　1. Choose clothes in classic styles that will last more than one season.

　　2. Store clothes carefully to make them last, where possible, mend and repair instead of replacing them.

　　3. Swapyour second hand clothing at a swishing party or on a clothes swapping⁹ website.

　　4. Develop your own style, instead of following the latest trends.

　　5. Buy vintageor second hand clothes.

　　6. Read fashion and style blogs for inspiration on timeless style.

　　7. Update last years look by adding a few accessories to your existing wardroberather than replacing everything.

　　我们该怎么做：

　　1.选择那些能流行一个季度以上的经典款服饰。

　　2.仔细收纳服装，可以的话，尽量改善，修补，而不要随意丢弃。

　　3.将你的二手服装在服装交换网站上做交换。

　　4.找到自己的风格，而不是一味跟随潮流。

　　5.买一些老式的，或者二手服装。

　　6.读一些有关时尚风格的博客，找到哪些风格是经久不衰的。

　　7.为你衣橱里去年的衣服加一些配饰，而不是把所有的服装全都更新换代。

1 retailers   

零售商，零售店( retailer的名词复数 )

参考例句：

• High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
• Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

2 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

3 emissions   

排放物( emission的名词复数 )； 散发物（尤指气体）

参考例句：

• Most scientists accept that climate change is linked to carbon emissions. 大多数科学家都相信气候变化与排放的含碳气体有关。
• Dangerous emissions radiate from plutonium. 危险的辐射物从钚放散出来。

4 synthetic   

adj.合成的，人工的；综合的；n.人工制品

参考例句：

• We felt the salesman's synthetic friendliness.我们感觉到那位销售员的虚情假意。
• It's a synthetic diamond.这是人造钻石。

5 accounting   

n.会计，会计学，借贷对照表

参考例句：

• A job fell vacant in the accounting department.财会部出现了一个空缺。
• There's an accounting error in this entry.这笔账目里有差错。

6 methane   

n.甲烷，沼气

参考例句：

• The blast was caused by pockets of methane gas that ignited.爆炸是由数袋甲烷气体着火引起的。
• Methane may have extraterrestrial significance.甲烷具有星际意义。

7 breakdown   

n.垮，衰竭；损坏，故障，倒塌

参考例句：

• She suffered a nervous breakdown.她患神经衰弱。
• The plane had a breakdown in the air,but it was fortunately removed by the ace pilot.飞机在空中发生了故障，但幸运的是被王牌驾驶员排除了。

8 credentials   

n.证明，资格，证明书，证件

参考例句：

• He has long credentials of diplomatic service.他的外交工作资历很深。
• Both candidates for the job have excellent credentials.此项工作的两个求职者都非常符合资格。

9 swapping   

交换，交换技术

参考例句：

• The slow swapping and buying of horses went on. 马匹的买卖和交换就是这样慢慢地进行着。
• He was quite keen on swapping books with friends. 他非常热衷于和朋友们交换书籍。