With its popularity growing at the rate of a lightning bolt, Ugg Slippers are set to become the newest fall fashion “must-have”. Unfortunately, when items like these Ugg Slippers start trending, their popularity is quickly overpowered by the easy access of fast fashion companies, eliminating the allure of exclusivity and ultimately decreasing demand. Although these soft and furry sheepskin slippers were initially designed as house slippers, they have quickly become a staple item thanks to TikTok, Instagram, and other social media giants. If you're worried about the steep $120 price tag, fear not! You know fast fashion companies have already started creating cheaper knockoffs that eliminate any uniqueness of a given item.
You might be wondering why exclusivity is so important in fashion. The simple truth is: unique items are exclusive and fashion is based on exclusivity. It is the main factor when determining if a product is in-style or not. The high demand for a fashion product allows the product to stay relevant, and more importantly, allows retailers to keep their prices high. Right now, the exclusivity of Ugg Slippers is aiding in the shoe being fashionable. Ugg's current demand is higher than what its manufacturing sector can produce. Thus, the “Out of Stock” label further exacerbates the demand by screaming “you want what you can’t have”. Given the current market, most people are willing to go the extra mile to obtain the item and stay trendy.
As mentioned, these Ugg platform slippers became so “trendy” via social media that the majority of retailers sold out in mere weeks. Ever since people have been put on waitlists and even resorted to buying through retail companies for double the price. Yes, you heard me correctly: paying double the price for a house slipper, albeit a trendy house slipper. But, how much longer until these shoes become just another shoe that sits at the back of people’s closets?
Today, people quickly buy clothes online, immediately post pictures of the items, and within weeks, toss them in the back of their closet or send them to a donation center. This involvement of social media has increased the pace at which fashion trends exist. Instead of items staying in style for an entire season based on annual runway shows, now items can trend for a matter of weeks due to the constant rotation of options displayed on social media. In other words, people like the chase in obtaining the next big thing before it becomes normalized. It is here that fast fashion has capitalized by being able to reproduce these trends at an exponential rate, only at the cost of the original creators.
Cost is a reality for most consumers, leading many to purchase the cheaply constructed copycats that fast fashion companies have produced. Due to price, consumers are not necessarily looking for quality and originality when going for a viral fashion trend. For most people, quality isn’t their first consideration, especially since these items will likely be worn for a matter of weeks. As long as the fashion products look trendy, they have achieved their goal. Viral trends draw a large consumer base, leading these designs to often be stolen by other companies. We have seen this with Doc Marten's original combat boots, Juicy Couture’s original tracksuits, and Von Dutch’s trucker hats. All three brands started a viral trend that ended with other companies replicating their designs and selling them as their own. Still to this day, you can see duplicates of these brand’s iconic products.
All fast fashion companies do is duplicate other designers’ work and sell it as their own. The only “difference” is the cheaper materials and lower price point. The number one goal for these fast fashion labels is to reproduce already trending products and sell them as their own for a quick profit. They bring no original designs but instead saturate the market with cheap knockoffs and eliminate any sense of exclusivity for the other designer’s products they stole.
We often forget that fashion is not only an art form but a societal necessity. We use clothing for self-expression, as well as not getting arrested for public nudity. All members of society participate in purchasing fashion, whether intentionally or not. Because wearing trending clothes is an important aspect of self-identity for many people, the role of social media in the fashion world is critical. Platforms like Instagram and TikTok are how these fashion trends go viral. Social media is also the avenue these fast fashion companies utilize to identify what designs to steal and then later, how they market and sell their products to consumers. Check back next month when those Ugg platform slippers in your cart are finally available. They will likely already be in the back of people’s closets while a new item has won all the popularity thanks to another TikTok.
This is a great point, I have yet to notice this. Mainly due to my lack of experience in the fashion industry or clothes in general, I have yet to notice the effects fast fashion has on the fashion design aspect itself. It does seem like brands tend to become more and more explicit as time goes on, there is always something popular. There is something to be said when multiple pieces of clothing are all seen as popular, whereas I feel even growing up it was normal to have at least one or two popular pieces rather one or two from each competitive brand, not too mention those that recreate the top brands. Great post!
Fast fashion is ruining the uniqueness of products and the traditions of the fashion industry. Trends are no longer by seasons but constantly changing, as you have mentioned, and people are shopping at a much more constant rate. It is sad to see the value of a design no longer become as significant due to cheap replicas. However, I must say that these knock-offs do allow people who can not afford the expensive originals to have those similar products which I think is a nice idea in becoming more inclusive in the fashion industry. But the amount of waste and lack of originality that fast fashion is producing is harmful and unnecessary.
Fast fashion in my opinion is ruining so many trends with their replicas. I personally am not a fan of the replicate/look alike knock off versions of any accessory, garment, or shoe. You mentioned how the original versions always contain quality, which is something that is absent in replicas, and I think this is something so crucial to spend the money that is spent on these items. Furthermore, when someone spends a significant amount on a genuine and real shoe or clothing garment it gives them a bigger sense of responsibility and care for it because they know its authentic and was made with quality. As opposed to someone who could just trash cheaper replicas and buy them again for…
I think you bring up a good point of how social media has increased the speed at which everything moves and how industries are not able to keep up. I'm not completely sure where I stand in terms of fast fashion because I do see significant problems with replicating designer brands but I'm not sure how we could fix the issue. I think fast fashion does offer an opportunity for those who couldn't afford the product otherwise but fast fashion involves the exploitation of millions of people so is it worth that? Then again, even in the supermarket there is a name brand (designer) cereal and a store brand, a cheaper alternative (which could possibly outsell the original) exists in…
This probably breaks every singe rule in the world of fashion, but I'm entirely in favor of the replication of certain fashion items. I think that having a single look be tied to an expensive brand or exclusive store gatekeeper certain looks for those who have the money and the physical ability to get to and from certain stores to buy expensive products. Knock off items or other brands remaking certain looks allows people too look good without having to spend a ton of money.