Against the backdrop of the rapid development of the fast fashion industry, consumers' demand for clothing is undergoing a profound transformation from "low price" to "sustainable". This change not only reflects the awakening of consumers' environmental awareness, but also promotes the innovation of fast fashion brands in the selection of knitted fabrics. This article will explore the changing trend of fast fashion brands' demand for knitted fabrics and the driving factors behind this change.Knitted fabric selection under low-price strategyIn the past, fast fashion brands used "low price, diverse styles, and rapid updates" as their core competitiveness, and quickly brought fashion trends to the market through large-scale production and rapid supply chain management. In the selection of knitted fabrics, brands prefer low-cost and easy-to-process chemical fiber materials, such as polyester and nylon. Although these fabrics meet the needs of the low-price strategy, they have obvious shortcomings in environmental performance and wearing comfort. For example, chemical fiber fabrics consume a lot of energy and water resources during the production process, and are difficult to degrade after being discarded, which puts great pressure on the environment.The rise of sustainable demand: dual considerations of environmental protection and functionalityAs the global climate crisis intensifies and consumers' environmental awareness increases, fast fashion brands are beginning to re-examine their supply chain strategies. As an important part of clothing, the sustainability of knitted fabrics has become the focus of brand attention. At present, the demand for knitted fabrics by fast fashion brands is shifting from simple "low price" to "equal emphasis on environmental protection and functionality".Wide application of environmentally friendly materialsMore and more fast fashion brands are beginning to use environmentally friendly knitted fabrics such as recycled fibers, organic cotton, and bio-based materials. For example, the environmentally friendly capsule series launched by the UR brand has obtained the international GRS certification for its main fabric, and uses a new environmentally friendly fabric recycled from recycled plastic bottles-REPREVE recycled polyester. This fabric not only reduces dependence on petroleum resources, but also reduces carbon emissions in the production process. In addition, the RE;RE;RE;LAB brand launched by Jiangnan Buyi Group uses yak wool raw materials naturally shed by naturally farmed yaks in Tibetan areas, and 100% recycled polyester as warp yarn materials. After waterless weaving production, it minimizes the use of water resources.Innovation of functional fabricsIn addition to environmental performance, fast fashion brands also focus on the functionality of knitted fabrics. For example, functional knitted fabrics such as antibacterial, UV protection, and moisture absorption and perspiration are widely used in sportswear. In order to pursue the warmth of fabrics, Moncler uses Down Composite Mapping technology, combining down with high-performance synthetic materials to make the fabric both warm and light; Lululemon's double-sided weaving technology Everlux fabric increases the comfort and antibacterial properties of the fabric. The innovation of these functional fabrics not only increases the added value of the products, but also meets consumers' pursuit of health and comfort.Driving factors: consumers, policies and brand responsibilityThere are multiple driving factors behind the change in the demand for knitted fabrics by fast fashion brands.Improvement of consumer environmental awarenessWith the popularization of environmental education, consumers are paying more and more attention to the production process and material sources of clothing. They tend to choose brands that use environmentally friendly fabrics and focus on sustainable development. This change in consumer trends forces fast fashion brands to adjust their supply chain strategies to meet consumer needs.Promoted by policies and regulationsGlobally, governments have introduced environmental protection policies to promote the green transformation of the textile industry. For example, the EU's carbon border adjustment mechanism, textile eco-label (EUEcolabel) and other certification requirements have increased the compliance costs of fast fashion brands exporting to the European and American markets. In order to cope with these policy challenges, brands have to increase the research and development and application of environmentally friendly knitted fabrics.Strengthening brand social responsibilityFast fashion brands have gradually realized that sustainable development is not only a necessary measure to cope with environmental challenges, but also an important way to enhance brand image and enhance consumer loyalty. By adopting environmentally friendly knitted fabrics, brands can demonstrate their commitment to environmental protection and win the trust and support of consumers.
Challenges and opportunities coexist
Although fast fashion brands have made significant progress in the sustainability of knitted fabrics, they still face many challenges. For example, the high cost of environmentally friendly fabrics has led to an increase in product prices, which may affect consumers' willingness to buy; in addition, the performance and quality of environmentally friendly fabrics need to be further improved to meet the needs of the high-end market.However, challenges also contain opportunities. With the continuous advancement of technology and the continuous improvement of consumers' environmental awareness, the market prospects for environmentally friendly knitted fabrics are broad. Fast fashion brands can reduce the cost of environmentally friendly fabrics and improve their performance and quality through technological innovation and supply chain optimization, so as to stand out in the fierce market competition.The change in demand for knitted fabrics by fast fashion brands, from "low price" to "sustainability", is an inevitable trend in the development of the industry. This change not only reflects the awakening of consumers' environmental awareness, but also promotes the innovation of fast fashion brands in supply chain strategies. In the future, with the continuous advancement of technology and the continuous promotion of policies, environmentally friendly knitted fabrics will become the mainstream choice of the fast fashion industry, injecting new impetus into the sustainable development of the industry.
