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It is about creating a product that is so affordable and so enticing in its cheapness … that it hooks consumers into buying more and more and more.” “You have a whole generation growing up buying fast fashion,” she said. “If you’re trying to sell a slightly better-made product, you’re struggling to find a customer.” Store manager Shannon Guthrie looks over the merchandise at Savers, a 300-store, “purpose-driven” thrift chain, based in Bellevue, Wash. Store manager Shannon Guthrie looks over the merchandise at Savers, a 300-store, “purpose-driven” thrift chain, based in Bellevue, Wash. (Karl Merton Ferron / Baltimore Sun) Analysts say the shift has contributed to the decline of traditional retail. Even fast-fashion pioneers such as H&M and Zara have stumbled in competition with digital brands such as ASOS, and Missguided, which operate no physical stores and can take products from design to sale in as little as a week. All that production and disposal is straining natural resources as never before, Coresight’s Weinswig said, and for many, supply chain sustainability has become a strategic priority. H&M has laid out steps toward a 2030 goal of using only recycled or other sustainably sourced materials. Those inputs now account for 35 percent of the retailer’s total material use. “The fashion industry is today too dependent on virgin and nonrenewable resources,” H&M said in announcing the release of its 2017 sustainability report.

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