Sustainability v fast fashion: how modern consumer habits are leading to overconsumption

Asos has long been a leader in the online fashion world, known for delivering the latest trends and an easy shopping experience. However, the brand’s recent introduction of a new return policy is sparking conversation among its customer base. Now, some shoppers with a frequently high return rate will face a £3.95 return fee unless they keep £40 or more from their order. While this change has led to some backlash, it sheds light on a much larger issue: the growing problem of overconsumption in the fast fashion industry.

For years, free returns have been a hallmark of many online fashion stores, including Asos, allowing customers to try on multiple items and return what didn’t quite fit - all at no extra cost. This convenience has encouraged a culture of over-ordering and returning, leading to significant environmental and operational challenges.

Some shoppers are understandably unhappy with the idea of paying for returns, especially when they’ve grown accustomed to the convenience of flexible shopping. However, the negative reaction to Asos’ policy isn’t just about the fees - it reflects a broader issue tied to online shopping. The ability to place large orders and return half (or more) of the items without incurring any extra costs has created a culture of excess, where consumers are used to buying far more than they need, driven by the security of easy returns and refunds.

This behaviour is heavily influenced by the fast fashion model, which promotes a "buy now, decide later" mindset. The endless stream of inexpensive, trendy items makes it harder for traditional retailers - many of which are more committed to sustainable practices - to keep up. As a result, fast fashion has normalised the idea that clothing is disposable and replaceable, making it difficult for shoppers to break the habit of buying frequently and in large quantities.

As the world pushes toward a greener future, fast fashion continues to fuel unsustainable consumer habits. A recent report by PwC revealed that global clothing sales have more than doubled in the past 20 years, outpacing global GDP growth. The UK is Europe’s worst offender, with the average person purchasing 26.7 kg of clothing per year - nearly twice that of Germany, the second-largest consumer. This overconsumption is driving environmental harm and impacting global sustainability efforts.

Adding to this issue, a logistics firm has reported that the carbon footprint of returns in the US is equivalent to the output of 3 million cars. Online shopping contributes significantly to this issue, leading to nearly three times as many returns as in-store purchases. This statistic highlights the pressing need for more sustainable practices within the fashion industry, as each return not only increases carbon emissions but also contributes to resource waste.

While Asos’ new return policy acts as a small barrier, it’s an important step in encouraging more thoughtful shopping habits. By making changes and recognising the impact of fast fashion culture, we can begin to reshape our shopping habits and work towards a healthier balance between fashion and sustainability.