I AM Amplifier

RESEARCH

Fast fashion is the idea of getting designs to stores in the shortest amount of time as possible. They are able to achieve this goal by having high merchandise count and by constantly bringing out new designs. Additionally, the foundation to H&M’s success in fast fashion is their affordable

clothing that is easily accessible. With suppliers mainly in Asian countries such as Bangladesh and Cambodia, came up with a strategy to raise their wages after a factory collapsed in Bangladesh (2013).

When seeking designer lookalikes, H&M definitely comes to mind. When the trendy sock heels/boots made a big hit, many affordable brands saw the opportunity to recreate their

own designs. During fall of 2017, Balenciaga came out with a sock heel (pink) in all sorts of colours for RM5,500 was soon to be found in stores like H&M for RM100.

When things are no longer in season, H&M has massive sales that go up to 80%. These low prices easily make us forget what is actually going on behind scenes of that item. Workers are being paid low wages working in harmful conditions for long periods.

After opening up a factory in Myanmar, H&M faced huge criticism as people found out they were employing children as young as 14 working long hours. When things are cheap, we tend to not care as much as to how they got into the stores in the first place, or what happens to them when we throw them out.

As stated by H&M’s 2017 sustainability report, their goal is to be climate

positive by the year 2040. They are hoping to be only using 100% recycled or sustainably-sourced materials by 2030, shifting to a toxic free future.

After researching, I came up with some questions and narrowed them down:

What are your thoughts on H&M’s remakes of designer products? How likely are you to purchase their (H&M) items?
When seeing models and celebrities campaigning for H&M, does it attract you to take a look at the clothing they are advertising to potentially purchase them?
How often do you buy clothes from H&M when they are on sale? Do you tend to think before you spend your money on that item, or do you not care as much as it is on sale?
Sustainable clothing is definitely not cheap. Would you consider purchasing from them as an ethical and sustainable brand? Yes or no, why?

I was intrigued by two of the respondents as they gave clear and detailed answers.

Name: Mariam

I really like H&M as an alternative for very expensive designer clothing/shoes in general. I feel the style of it is not only stylish but practical/comfy that everyone can wear it. It’s also simple but not boring so everyone is more likely to be attracted to their products.
Yes because it makes me believe that people that have a lot of wealth and fame opt for a cheaper brand yet still look good in it. It makes me believe I can look just as stylish as them.
I don’t spend much on clothes in general and I don’t spend according to sales. If I really like the item and will most likely wear it all the time then I will buy it.
Yes I would so when I purchase an item I know that its benefiting something and knowing who my money goes to and the effect that it has. I wouldn’t mind paying extra.

Name: Husna

I think its great that they are putting out similar products that are actually affordable. It is quite likely that I’d but their items.
I mean every brand has models and celebrities to model for them but for me it really just depends on the clothes sold.
I do like buying the things that are on sale but I had no idea they employed children. I usually just buy things I need rather than things I want but am more likely to go for the product if its on sale.
Yes. Because they are known for being affordable so I feel like they would still try to maintain their costs as to keep their customers.