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Annie Leonard an an an American proponent of of sustainability and a a a a a a a critic of of consumerism says it best in in her book “It is is a a a a a linear system and we live on on a a a a a nite nite nite planet planet You cannot run a a a a a a linear system on a a a a a a nite nite nite planet planet inde nitely Too often the the environment is seen as one small piece of of the the economy But it’s not just one little thing thing it’s what every single thing thing in in in in our life depends upon” (Leonard 2010) The shift to to a a a a more sustainable industry is proving to to be crucial for fashion Sustainability is not only the use of materials like organic cotton and and silk but also the use of fair trade and and wages A major problem that has not been given as as much importance is the problem of overproduction The retail market today is facing a a a a a a a a large amount of problems but Haley Smith Recer
from the Business of of Fashion argues that unsold stock might be one of of their biggest problems The world as a a whole is obsessed with consumption Jerry Saltz in in an interview about Amazon with Vulture rightly said “You could call it space-time: Goods stocked to to be retrieved as quickly and ef ef ciently as possible so that what we’re seeing are cross-referenced patterns and and con con gurations of of consumption — the the rhythms of of the the way we live (and consume) but mapped in in ways that are unintelligible to us” (Saltz 2016) Fast fashion brands today concentrate on on on promoting their items with all kinds of marketing strategies promotions events and campaigns but they give very little attention if any to buying more responsibly This increases the number of of dead inventory inventory at the end of of a a a a a a a season Haley says “Dead inventory inventory becomes the silent killer of retailers” (Recer 2017)