How Fast Fashion Influencer Impacts Our Purchases ?

Advertisements are becoming less and less credible to consumers. With the emergence of social networks and web stars, some brands have had the idea of taking advantage of the fame of a few people followed by millions of fans to get people talking about their product. Companies know that word-of-mouth is still the most reliable way to improve their sales.

Brands have understood the new ways of communicating and promoting their products: influencer marketing is now one of the most effective solutions to boost awareness and sales. 

"75% of internet users who follow influencers have bought a product after reading content published by an influencer.

An influencer is a person who is very active on social networks and who - thanks to his or her status, position or media exposure - will become a real showcase, a relay of opinion influencing consumer habits.

So when an influencer talks about products they have tested, their followers will recognise their speech as genuine. 

The problem is that influencers are followed by thousands of people and set social norms. They advocate over-consumption as their main goal is to sell products to their followers.

Their impact on the networks is so important, that they should use it to make the new generation aware of sustainable development...

Here is the open letter written by @ makeearthgreatagain that denounces influencers: 

« Dear fast fashion influencers,

You are important. That’s why I’m writing this.

But the conversation doesn’t start with you.

The conversation doesn’t start with how you think your role in this is justified. As is often the case, conversations around POC harm don’t center the POC’s themselves.

It must always start here.

As a South Asian woman myself, I’m sorry- I have less empathy for you than I do for these garment workers. We are so desensitised to their trauma that somehow, first-world problems of “but I help people find their personal aesthetic” are louder than their enslavement. Many of these women look a lot like me – we share a culture and heritage. So it’s hard for me not to be angry. But I’m going to try.

You probably started harmlessly enjoying fashion at a young age. You’re talented at putting together unique looks and your creativity shines through your clothes. Fashion is a form of art, and I can respect that. However, when a form of art also becomes a form of slavery – we need to reassess.

You may think “If I stop promoting Fashionnova, PrettyLittleThing or Shein, it won’t make a difference, I’m just one person.” I think that one person can make a difference. Plus, you’re not just one person – you’re a person with a loudspeaker. You can speak to thousands of people & many will value your opinion. You can decide to give that loudspeaker to an ethical company, or one that is enslaving women. That is your responsibility.

You may think “I’m advertising affordable clothing to make fashion more accessible”, and while that is noble, it should not come at the expense of an enslaved garment worker. Pleas of desperation were literally sown into Zara clothes by garment workers. The thing is a shirt should never cost $12. Industry has co-opted us to think this is normal. Clothes should be more expensive & we should have less of them – like good quality furniture

You may think “I am uplifting women by helping them feel confident in their body” and while this is noble too, you can’t uplift one group of women (rich women of the global North) and promote enslaving another (poor garment workers of the global South). At this point, your feminism is nonexistent.  

You are the lifeblood of the fast fashion industry – which is why we need your help. Stop tagging brands, stop accepting gifts of excess clothing. Ask yourself “do I really need more?”. We don’t want to curb your creativity; we want you to redirect it. Find ways to re-wear clothing, endorse ethical brands & put together some thrifted fits. Tell brands why you’ll no longer be working with them. The world needs you – and we can’t wait fix fashion with you.” @_makeearthgreatagain