6 Ways Fast-Fashion Brands Can Fight for Consumer Attention

More shoppers are looking for sustainable, higher-quality options

A clothing rack with sweaters and pants
It’s time for brands to accept that product longevity is as important as sales in tomorrow’s business model. Getty Images

As the backlash against fast-fashion claims yet another victim in Forever 21’s bankruptcy, H&M’s CEO Karl-Johan Persson has spoken out about his concerns for a culture of shaming consumers that blames them for abandoning fashion brands. However, the state of fashion today is symptomatic of a shift toward healthier purchasing habits. Consumers are beginning to embrace conscious consumption, and it’s time for brands to accept that product longevity is as important as sales in tomorrow’s business model.

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@CharlotteBunyan Charlotte Bunyan is the head of strategy at Cult.
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