{"id":139648,"date":"2022-06-10T15:07:52","date_gmt":"2022-06-10T14:07:52","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=139648"},"modified":"2022-06-14T10:49:37","modified_gmt":"2022-06-14T09:49:37","slug":"the-rise-and-fall-of-ethical-branding-is-fast-fashion-dying-out","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/the-rise-and-fall-of-ethical-branding-is-fast-fashion-dying-out\/","title":{"rendered":"The Rise of Ethical Branding: Is Fast Fashion Dying Out?"},"content":{"rendered":"

Last week, news across the UK broke out that online fast-fashion retailer Missguided has gone into administration. 204 national and international outlets reported on the story, with an additional 1,751 publications coming from top regional sources and fashion-focused media. Frasers Group PLC, who bought out Missguided for \u00a320m, has received equally prominent coverage for \u2018rescuing\u2019 the brand \u2014 a term used 535 times since the announcement on 30 May.<\/strong><\/p>\n

Michael Murray, CEO at Frasers Group, has been quoted in 23% of all coverage as \u2018delighted to secure a long term future for Missguided\u2019, which will \u2018benefit from the strength and scale of Frasers Group’s platform and our operational excellence\u2019 (The Guardian, 01.06.22<\/a>). However, a long list of angry suppliers and a \u2018limited knowledge\u2019 of the young female demographic has many questioning if the acquisition was a \u2018misstep\u2019 or \u2018masterful\u2019 (Retail Week, 06.06.22<\/a>).<\/p>\n

Aside from logistical concerns, over half of all UK coverage has used the opportunity to discuss how the rising ethical concerns behind fast-fashion are effecting consumer choices. Missguided has received a variety of bad press over the years for its \u2018unsustainable\u2019 prices and \u2018unethical\u2019 working conditions (Financial Times, 17.05.18<\/a>), as well as expansive contributions to climate change (Daily Mail, 17.06.19<\/a>). With a correlative rise in sustainable fashion influencers such as Venetia La Manna and Mikaela Loach, more than two-thirds (68%) of Gen Z (18-24 year olds) say they avoid ecommerce companies which they believe to have dubious business practices (Charged Retail, 14.02.22<\/a>). Moreover, a 2022 report by Barclays revealed that UK retailers have cancelled \u00a37.1 bn in contracts across the last 12 months with suppliers that did not meet their ethical standards (Barclays, 10.02.22<\/a>).<\/p>\n

Love Island Drops Missguided For Sustainable Fashion<\/strong><\/p>\n

With this significant shift in values among the young female market, it\u2019s no surprise that Missguided was one of multiple fast-fashion brands dropped by Love Island this year. The hit reality series has announced it will instead be sponsored by eBay, while all contestants will be wearing second-hand clothing (The Independent, 19.05.22<\/a>). This environmentally-friendly move was reported 1,001 times only a week before Missguided went into administration, creating a huge upsurge in diverse negative sentiment that has been increasing since January:<\/p>\n