Fast fashion might be having its moment, but Temu’s recent struggles are a reminder that speed and unsustainable practices eventually come at a cost. Shoppers are growing more aware of the environmental and ethical impacts of throwaway fast fashion - but this isn't a story about saving the planet - it's about seizing the opportunity to use fashion as a force for good.
If you're running an ethical, sustainable, circular or slow fashion brand, you're uniquely positioned to step in and step up, and offer a better alternative to Temu. With the right strategies, this could be a tipping point for the industry, and a turning point for slow fashion - and I want to help you capitalise on this moment.
Recent allegations of unsafe chemicals used in clothing sold by Temu have sparked investigations into the ultra-fast fashion giant, and the negative press attention has exposed the risks of fast fashion for consumers.
For us eco-advocates who live, love and breath sustainable fashion, we've always known that the fast fashion model isn't viable for the industry long-term, but with law suits and investigations piling up, it's now abundantly clear that Temu can't maintain its rapid growth. Supply chain struggles, sustainability concerns and the risk of consumer backlash... Temu's model may not be as invincible as it once appeared - and it's a win for slow fashion.
This is your opportunity. If you're running an ethical, sustainable, circular or slow fashion brand, swoop in and offer a better alternative that values quality over quantity. Capitalise on this moment and start with storytelling. Shoppers crave authenticity and transparency - be that for them.
Share your values, communicate that your clothes last, talk about your ethics, and lead with your purpose. It’s not just about educating shoppers to buy less; it’s about teaching them why buying better matters, and it's a movement your customers want to get behind. These aren’t just clothes we're talking about; they’re investments in the future of the planet.
Get personal - let your audience in on the why behind your brand. Maybe it was inspired by a passion for sustainability, a love for quality craftsmanship, or a frustration with the waste and exploitation of fast fashion. Maybe you want to save the trees or support disadvantaged communities of women in India. Maybe you use only recycled materials or you donate to an ocean conservation cause with every sale. Whatever the story is, share it - and share it often. People buy from brands they trust, and personalising your brand helps build that trust in a very real and human way.
Use Temu’s troubles and harness this opportunity to position your ethical and sustainable fashion business as the better option. Now is the time for slow fashion to step into the spotlight, for people and the planet.
If you need help to craft your story, communicate your values, or create a marketing plan to grow, reach out. Slow fashion is my jam.
Claire x
