Primark has announced the opening of seven new stores in France in 2023. We asked our readers why they continue to buy their clothes in fast fashion brands, when the textile industry is one of the most polluting in the world. world.
The low price of clothing is the main cause of these purchases, the purchasing power of the French being reduced more and more.
"Ecological awareness is a concern of the rich," recalls Pascale Hébel, economist specializing in consumer behavior and associate director of the marketing consulting firm C-Ways.
“Do you believe that ecology is one of the primary concerns of people, apart from the sores of the 16th arrondissement, moralizers of the ugly redneck and toothless people, fans of diesel and cigarettes?
Bands of cellars!
Well, we don't usually relay insults, especially when they're directed at us.
But there, we looked for it a bit.
The form is a little rough, but the substance is the sinews of war: money.
What annoyed Grégory, one of our readers, so much was this call for testimonials triggered by Primark's announcement of the opening of seven new stores in France in 2023.
Fast fashion, as we know, is a disaster for the planet and the textile industry is one of the most polluting in the world.
Why, then, is it still so successful?
"Ecological awareness is a concern of the rich," notes Pascale Hébel, an economist specializing in consumer behavior and associate director of the marketing consulting firm C-Ways.
However, with the crisis, about half of French households are struggling to make ends meet.
For the most modest, the end of the month passes before the end of the world.
»
No choice
“Not everyone can buy overpriced made in France,” agrees Laurianne, who like Grégory, is one of more than 200 people who responded to our call.
Sophie buys her pants from Primark, Arnaud T-shirts, socks and sweaters, Tania clothes for her children, “who often have to renew their wardrobes, they are growing up so quickly”.
Gwen, she “loves fashion” and can therefore afford to follow trends at a low price.
We must beware of any moral judgment on consumption, warns Patrice Duchemin.
The consumer sociologist and author of Le
Pouvoir des imaginaires
(ed. Arkhê) continues: “Consumption is pleasure.
And pleasure is within his means.
Of course we all want to save the planet, but most people don't have the freedom to choose.
»
The poorest pollute less
And above all, dressing in fast fashion brands, when on the side you have to reduce your consumption of red meat or you can't take the plane, is it so serious?
"In France, the richest 10% emit on average almost five times more greenhouse gases than the least privileged 50%", recalls Pascale Hébel.
And then a lot of fast fashion consumers dress there more for the cheap side than for the disposable fashion side.
“I find quality clothes that I keep for years,” notes Samia.
“I always ask myself these questions before buying: do I need it?
Will I still want it tomorrow?
Do I have room in the closet?
“, adds Laëtitia.
Younger consumers seem ready to lead by example.
According to one of our latest #MoiJeune studies, 53% of 18-30 year olds avoid fast fashion brands and 37% are ready to do so.
“We are coming to the end of a cycle, hopes Dominique Desjeux, an anthropologist specializing in consumption.
Constraints shape habits.
The issue of reducing consumption has become central, especially with the energy crisis.
We will now have to live with more sobriety, otherwise it is the end of society.
»
* Study #MoiJeune “20 Minutes” – OpinionWay, carried out online from September 6 to 9, 2022 on a sample of 456 people representative of the French population aged 18 to 30 according to the quota method.
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