Tag: consumerism

“You can have any colour you want, as long as it’s black,” Henry Ford famously said, and the modern mass production revolution began. Today, however, you can customise almost anything. You can blend your foundation to match your exact skin colour. You can design your own shoes; you can personalise your car, your suit and even your M&Ms.

Not only are they all brands of the same Spanish manufacturer, Inditex, but they are all part of the same trend that has revolutionised the fashion industry: fast fashion. The rise of this trend is based on two principles that have proven to be magnetic for consumers, especially young ones: clothes tailored to the latest trends (today on the catwalk, tomorrow in the stores), sold at much lower prices than designer clothes.

Last year, most of us were blindsided when we entered our local supermarket, trudged down the toilet paper aisle and were confronted with extended shelves of emptiness. Somewhat disappointed and definitely a little bit anxious (especially if we were running low on the soft, white goodness), we began to wonder how long it would be before we sighted toilet paper again.