Research: The Ethics of Fast Fashion Brands

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I have researched how some of the most popular fashion brands, for example Primark, PrettyLittleThing and Missguided, describe their own ethics so that I can look at how companies present themselves.

In this research, I found that PrettyLittleThing made being a fast fashion company a positive thing in their About Us section, saying that 'Nothing to wear dilemmas are gone for good' and that 'This is fast fashion accelerated.' Interestingly, both PrettyLittleThing and Missguided both didn't have an ethics section on their websites. which means that consumers can't be informed about the companies that they're buying from. I found that H&M and Primark both have extensive Ethics and Sustainability sections on their websites, however, they both presented what they're doing in positive ways.

These websites are useful, however, I am aware that these sites will be biased as the companies will want to present their brand positively so that people will buy from them, making them less reliable a source. The next thing I would like to do is to look at articles and websites about ethical shopping to see whether what the Fast Fashion brands have said about their ethics is accurate.

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