Meanwhile, the impact of shows such as Love Island on consumers isn’t to be sniffed at. Love Island has since partnered up with eBay to encourage more people to buy second-hand clothes and consider sustainability(Picture: ITV/REX/Shutterstock) Concerns were raised once again in 2020, when Boohoo-owned PrettyLittleThing boasted ‘100%’ off in their Black Friday sales selling clothes for as little as 35p, much to the chagrin of campaigners. The swimwear was seen as exemplary of the problem, with many raising questions about how sustainable fast fashion brands are when flogging super cheap clothes. It was its coveted sponsorship deal with ITV2’s Love Island in 2018 that further rocket charged its visibility – after agreeing to sponsor what each contestant wore on the show, Missguided claimed the sales of garments featured on TV rose by over 9000%.īut greater visibility of the brand meant further scrutiny, with Missguided garnering widespread criticism for its promotional £1 bikini in 2018. Having had a humble beginning in 2009 when founder Nitin Passi launched the company with a £50,000 loan and £5000 worth of stock, sales rocketed to £14.7 million in just two years, appealing to the youth market with its slightly edgier and personable marketing strategy it was boldly, unapologetically fuchsia pink, customers were called ‘babe’, with the brand promising to ‘create killer garms for the dreamers, believers and night lovers’. In its heyday, Missguided was a hugely popular brand with young consumers. Once raking £117 million in annual revenue, the clothing brand went into liquidation last month, only to be bought out by Frasers Group in a £20 million deal. However, it was the sale of Missguided, once the brand sitting pretty at the top of the e-tailer tree, even boasting a documentary following its success, that exemplified shift in consumers’ attitudes to fast fashion. Missguided collapsed into administration this year (Picture: Getty Images)Įlsewhere, ASOS made an operating loss of £4.4 million in the six months before February this year, citing supply chain disruption for being pushed into the red. The Boohoo Group, which owns brands such as Nasty Gal and Miss Pap, reported pre-tax profits fell by 94% – thought to be around £117 million – in the last year, with high return rates and high distribution costs throughout the pandemic thought to be at play. After reporting booming record highs during the coronavirus lockdown, some of the UK’s most instantly recognisable fast fashion brands have recorded a significant drop in sales.Īnalysts from investment firm UBS have found that fast-fashion retailers could face revenue declines between 10 and 30% over the next five to ten years – and already, some bigger players have started to see profit margins pinched. It seems Maddy is not the only person desperate to give her shopping habits a major overhaul. ‘I knew it was time for me to really start cutting back and change the amount I was buying.’ ‘I took a step back and looked at just how much I had, and how much I was spending on clothes I was barely wearing. ‘I kept ordering all these packages and my mum eventually told me that having so much was ridiculous,’ recalls Maddy. It was only when Maddy moved back with her family during the UK’s numerous lockdowns during the coronavirus pandemic did she realise just how much pointless, barely used stuff she’d amassed.
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