Online Shopping Preference Surges Amidst Quality Concerns: Despite acknowledged manufacturing issues and doubtful quality, a growing number of French consumers opt for fast fashion purchases online.
Fast Fashion Invasion: The EU's Battle Against Online Retail Giants
The online shopping universe is ablaze with Asian giants, especially fast fashion retailers. In 2023, these platforms dispatched a staggering double the number of small packages to Europe compared to 2022. Roughly 4.5 billion parcels without customs duties, leaving traditional shops gasping for breath in this tough competition.
The appeal of these platforms remains undeniable, even at Les Halles in Paris, where swarms of youngsters gather not to buy but to browse. Yacine, a regular, loves the cheap finds, from trinkets to accessories. "It's better than in stores," he says. Samia agrees, shopping more frequently on large Chinese platforms than fast fashion stores due to lower prices: "The prices in stores can go up to 25 euros, while on Shein, you can find similar items for two euros."
Even with surprising flaws in quality and delivery, customers, like Salima, are unbothered due to the rock-bottom prices. Shein, for instance, adds 7000 new clothing items daily, outperforming traditional stores' inventory by 900 times. The platform's booming turnover, though unconfirmed, is believed to skyrocket by an estimated 900% in three years.
Unfair Advantage
For some brick-and-mortar stores, it's a daunting fight: "It's unfair competition. They operate without adhering to ethical business practices, and it's not profitable for us," says Sophie, a hat and shoe store owner in the Chatelet-Les Halles area. "Customers visit our store to try on sizes, then buy the identical products online. They openly tell us they're only visiting to check the fit."
Pierre, a skincare and haircare product vendor, admits to adapting by selling on these online platforms to meet the demand. "We're forced to adapt. More customers now purchase from these big platforms, so we've decided to join them, even though some of them are still figuring out European regulations."
Levelling the Field
With fast fashion retailers tipping the scales, the EU is speeding up initiatives to create a level playing field and promote sustainability. The French government has proposed the "Anti-Fast Fashion Bill," which involves a €5 "sin tax" per product in 2025, gradually increasing over the years, and regulations on advertising and environmental disclosure.
Moreover, the European Parliament is mulling over ideas like banning fast fashion advertising on digital platforms, introducing extended producer responsibility (EPR) schemes for textiles, and offering financial incentives and repair vouchers to foster sustainability. Additionally, the Product Environmental Footprint Category Rules (PEFCR) are on the verge of adoption in 2025, potentially transforming the textile industry by mandating standardized environmental impact reporting.
The Fight for a Greener Future
The urgency lies in establishing a fair market environment that protects EU businesses and promotes ecologically responsible practices among fast fashion retailers, in line with EU environmental objectives. The mission is far from over, but the EU is gearing up to counter these e-commerce giants and champion a greener future for fashion.
- The government in France is speeding up initiatives to create a level playing field and promote sustainability, proposing the "Anti-Fast Fashion Bill" with a €5 "sin tax" per product in 2025.
- The European Parliament is considering ideas like banning fast fashion advertising on digital platforms, introducing extended producer responsibility (EPR) schemes for textiles, and offering financial incentives and repair vouchers to foster sustainability.
- The booming turnover on large Chinese platforms like Shein is believed to skyrocket by an estimated 900% in three years, outperforming traditional stores' inventory by 900 times, offering lower prices that attract customers.
- Yacine and Samia, typical customers, find low prices and a vast selection on Shein more appealing than traditional stores, despite concerns about quality and delivery.
- Despite the rise of online fast fashion giants, some brick-and-mortar stores, like those owned by Sophie and Pierre, are adapting by selling on online platforms to meet the demand and stay competitive.
