Defining Fast Fashion: Characteristics and Market Drivers

Fast fashion is a business model characterised by:

Rapid design-to-retail timelines (as short as 2 weeks)
Mass production of low-cost, trend-driven garments
Frequent style turnover to stimulate continuous purchasing
Cost minimisation through global outsourcing and material compromise

Companies such as Shein, Zara, H&M, Boohoo, and PrettyLittleThing exemplify the model. According to McKinsey & Company, the number of fashion seasons has increased from two per year to over 50, driven by digital marketing and social media pressure.

2. Environmental Costs: Resource Depletion and Pollution

The environmental toll of fast fashion is substantial across the entire supply chain:

a. Water Consumption

2,700 litres of water are required to produce a single cotton T-shirt (source: WWF).
The fashion industry is the second-largest global consumer of water, after agriculture.
Textile dyeing is responsible for 20% of industrial water pollution (World Bank).

b. Textile Waste

An estimated 92 million tonnes of textile waste are generated annually.
In the UK alone, 350,000 tonnes of wearable clothing end up in landfill each year (WRAP).
Most garments are made from polyester or blended fabrics, which are non-biodegradable and take up to 200 years to decompose.

c. Carbon Emissions

The fashion sector accounts for 8-10% of global carbon emissions—more than international flights and maritime shipping combined (UNEP).
Producing one pair of jeans emits 33.4 kg of CO₂, equivalent to driving over 100 miles in a car.

3. Ethical and Social Costs: Labour and Exploitation

a. Worker Exploitation

Fast fashion manufacturing is largely outsourced to low-income countries with minimal labour protections.

80% of garment workers are women, many earning below living wages.
Factory workers in Bangladesh typically earn around £1 per day (Clean Clothes Campaign).
Unsafe working conditions persist: the 2013 Rana Plaza collapse in Bangladesh killed 1,134 workers and injured thousands more.

b. Lack of Supply Chain Transparency

A 2021 Fashion Transparency Index revealed that only 47% of brands publish their first-tier supplier lists, and fewer disclose second- and third-tier sources where raw material and dye processing occurs.

4. Economic Inefficiency: Overconsumption and Returns

The low cost of fast fashion garments incentivises overconsumption. Shoppers often purchase items on impulse with limited wear intention.

a. Low Wear Rate

Garments are worn on average seven times before disposal (Barnardo’s).
The UK consumer buys 60% more clothing today than 15 years ago (Ellen MacArthur Foundation).

b. High Return Rates

E-commerce return rates for fashion items average 40%, primarily due to size inaccuracies.
Returned clothing is often not resold: 25% is sent to landfill or incinerated due to processing costs.

This cycle imposes environmental waste and operational inefficiencies across retail systems.

5. The Sizing Problem: A Key Contributor to Waste

Inconsistent sizing between brands results in frequent ordering of multiple sizes, contributing to unnecessary production, packaging, and shipping emissions.

a. Lack of Standardisation

Sizing varies widely across brands, countries, and product categories.
A UK Size 10 in Zara may equate to a UK Size 12 in Mango or a Medium in COS.

b. Consumer Confusion

Shoppers rely on generic size charts or body guesswork, leading to trial-and-error purchasing.

6. How Tellar.co.uk Addresses the Fast Fashion Sizing Crisis

Tellar.co.uk is the UK’s leading free sizing tool, designed to solve the systemic issue of inconsistent sizing across brands.

a. Key Features:

Smart measurement matching: Input your body measurements (chest, waist, hips) and receive instant size recommendations for 1,500+ brands.
Real-time size lookups: Try it here – store size lookup.
Measurement unit flexibility: Switch between inches and centimetres.
Free printable measuring tape: Download yours here – how to measure.
One-time profile creation: Create your profile at tellar.co.uk/create-profile. No repeated input required.

b. Environmental Benefit:

By ensuring the correct fit first time, Tellar.co.uk reduces:

Returns and reverse logistics emissions
Over-ordering behaviour
Sizing uncertainty that fuels throwaway culture

7. Steps Towards a More Sustainable Wardrobe

Consumers can mitigate the cost of fast fashion by adopting these practices:

1. Invest in Quality Over Quantity

Buy fewer, higher-quality garments that last longer. Consider cost-per-wear over purchase price.

2. Know Your Measurements

Accurate sizing reduces returns and supports long-term wardrobe building. Use Tellar’s tools to measure correctly and match precisely.

3. Buy Second-Hand or Vintage

Platforms such as Depop, Vinted, and eBay enable circular fashion consumption.

4. Support Sustainable Brands

Prioritise brands that use recycled materials, pay fair wages, and embrace circularity (e.g. Stella McCartney, Reformation, Pangaia, Rapanui).

5. Maintain and Repair

Extend garment life through proper care, alterations, and repairs. This dramatically reduces environmental load over time.

8. The Broader Shift Towards Circular Fashion

Industry initiatives and legislation are beginning to address fast fashion’s systemic impact:

The EU Strategy for Sustainable and Circular Textiles (2022) proposes mandatory eco-design and extended producer responsibility.
Major retailers are experimenting with rental, resale, and repair services to increase garment lifecycles.

However, real change requires consumer alignment—and tools like Tellar.co.uk can accelerate this by reducing friction in making better choices.

9. Call to Action: Rethink Fast Fashion with Better Tools

Fast fashion’s low price point hides significant environmental, ethical, and operational costs. In contrast, smart sizing and conscious consumption represent a new frontier for responsible shopping.

At Tellar.co.uk, we equip consumers with:

✅ Accurate size matching across 1,500+ brands
✅ Custom profile tools to avoid sizing guesswork
✅ Real-time brand recommendations
✅ A free, one-time login platform with printable tools

Try it for yourself:

🔗 Create your free profile today

10. Follow Us for More Insights

Join our community for sizing updates, brand reviews, and sustainable fashion news:

Instagram: @Tellarsizing
Twitter (X): @Tellar100
Pinterest: TellarSizing
Facebook: TellarSizing

Conclusion

The cost of fast fashion is not reflected in its price tags. It is measured in carbon emissions, wasted resources, worker exploitation, and overflowing landfills. But with tools like Tellar.co.uk, consumers can reduce sizing errors, avoid over-ordering, and shift towards sustainable, data-driven clothing decisions.

Smarter shopping starts with smarter sizing. Make the shift today.