OPINION | The Quicker to Buy, the Slower to Afford
Lee Anne Domingo
May 22, 2023
3 min read
The popularity of fast fashion in the Philippines influenced the consumer behavior of Filipinos across distinct socioeconomic backgrounds. The contrasting perspectives between the upper and middle-to-low classes were brought upon the unequal privileges to access opportunities and resources.
Fast fashion brands like Zara, H&M, Uniqlo, OXGN, and Penshoppe have been the centerpiece of clothing departments in shopping malls and retail shops in the Philippines. They aim to occupy every wardrobe with trendy styles at cheaper prices as alternatives to high-end fashion — only with lower quality. Despite its widespread availability and objective to be inexpensive, middle-to-low-income households, particularly the minimum wage earners, cannot keep their pace to purchase more clothes.
The gap between the privilege of individuals is an indicator of what and how people purchase garments. Basic economic concepts state that the higher the income, the higher the chances of buying a more expensive product (Investopedia, 2023). This fundamental reason causes utter avoidance of fast fashion from a rich financial privilege; they neglect fast fashion, for they have alternatives to buy exclusive clothes from top designer brands. It is not their priority and only serves as their secondary market or source for clothing. They are less reliant on fast fashion, but when they purchase from this industry, it is often in the form of “shopping hauls” or buying in bulk. Their wealth makes it easier to discard their wardrobe (even those worn once) and replace them with new ones.
However, fast fashion wearables are not guaranteed to be cost-effective for middle-to-low-income Filipino households. Yes, prices were lower to fit some budgets, but most of their apparel cost about 1000 to 2000 pesos — twice the minimum wage in the Philippines. It could take multiple weeks or months before they save enough money to buy new clothes since their salaries are allocated mostly for their necessities. And once they do, they often try to prolong the lives of their garments, maximizing the opportunity of wearing them with the utmost care. They cannot afford the privilege to replace them easily or buy as many clothes as they want due to their limited financial capacity.
Subsequently, fast fashion clothing is the only “branded” merchandise that middle-to-low-income households can spare to access. Other possible sources of their wardrobe are flea markets or bazaars, for they offer the most affordable prices of products. Despite the implications of fast fashion to the environment and labor management, it is the sole source that enables them to thrive with the latest trends in fashion with brand-new but less expensive clothes. Fast fashion gives them a flicker of belongingness — to uprise themselves in the pervading capitalism and the prevailing social hierarchy.
The popularity of fast fashion in the Philippines influenced the consumer behavior of Filipinos across distinct socioeconomic backgrounds. The contrasting perspectives between the upper and middle-to-low classes were brought upon the unequal privileges to access opportunities and resources. However, the industry can formulate new mechanisms and strategies that would benefit everyone in the long run; rather than prioritizing self-interest and profit motivation. The extensive availability of fast fashion must accompany accessibility and affordability to challenge the status quo.
Sources:
Investopedia. (2023, April 19). What Is the Income Effect? Its Meaning and Example. https://www.investopedia.com/terms/i/incomeeffect.asp.
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