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OVERCONSUMPTION-
"The action or fact of consuming something to…
OVERCONSUMPTION-
"The action or fact of consuming something to excess. In later use also: excessive use of natural resources."
(Oxford English Dictionary, 2023)
CAUSES
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MARKETING TECHNIQUES
INFLUENCERS - Using influencers to market products is something that has became popular. They often are seen promoting big hauls which influences people to form the same shopping habits of over consuming .
Influencer marketing market size worldwide from 2016 to 2024.Influencer (Marketing Hub, 2024)
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GREENWASHING - this causes people to purchase more as they believe what they are purchasing is sustainable when it often is not.Text on brands greenwashing
THE IMPACT
WASTE: Due to over consumption, people tend to have a mentality of wearing something a minimal amount of times and then will throw it away. This leads to masses of clothing in landfill. Another contributor to this issue is that because fashion brands don't want items to be selling out they will tend to overproduce them causing for many items that are not sold to end up in landfill. article on why billions of clothes are never sold
WATER POLLUTION: fertilisers, dyes, packaging and more end up polluting our waters. All of these are used in the process of making items of clothing. An example of water pollution caused by the fashion industry is the Citarum River which is known as one of the most polluted rivers. article on the Citarum River
GREENHOUSE GAS EMISSIONS: In order to produce and transport textiles. It emits greenhouse gasses which lead to issues such as climate change. Another contributor that luxury fashion brands tend to do is burning unwanted items to stop their brand being tarnished with products being stolen or sold at cheep prices. Article on Burberry burning unwanted items
SOLUTIONS
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ETHICAL PRICING
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when looking at this image its clear to see that for garments to be made without the negative effects of overconsumption, such as worker rights. It must be noted that this image is from 2017 and since then prices have gone up to make sustainable fashion .
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HISTORICAL EVENTS
2)Companies "Donating" to African countries (2010s- Today): Many companies donate their overconsumption of clothing to countries in Africa such as Ghana which may seem positive, but countries such of this are now consumed by clothing as there is too much clothing for the country. 
Link for clearer image (Muntaka Chasant, 2022)
1) The 19th century cotton boom: Cotton became cornerstone for the American economy. It was popular as other textiles that were used before such as wool was more expensive. Due to it being cost effective cotton became popular however it would break quicker than other materials meaning clothing was being replaced sooner causing over consumption.
3) Rana Plaza (2013) : This event lead to the death of around 1,100 garment workers, when a building of 8 stories making clothing for big fashion brands collapsed. As brands want low costs to sell high volumes of clothing, corners are often cut for health and safety. This incident was a clear example of how brands need to be moving away from overconsumption and looking into more sustainable and ethical ways to produce clothing. infomation on the event
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