opinion
Destroying Clothes- Brand Managmenent and the Apparel Industry
It really is quite a dilemma, the question of brand and style management and environmental stewardship has been at the forefront of controversy since the H&M and Walmart clothing destruction and disposal incident. This conjures up a similar dumpster diving topic of food disposal by grocery stores and restaurants, food safety concerns can pose some justification while the destruction of clothes can be more difficult to explain.
Given that people are dying of exposure around the world and there really doesn’t seem to be any cause to destroy perfectly good clothes, there are two issues one must consider- Brand management and the fragile economy of clothing manufacturing. In some ways they can be interconnected although one is detrimental to a company, the other can doom an industry.
Brand management to some is not an excuse, but in our society it is a necessity. Much like the regulation of food production to maintain pricing, people starve as a consequence, however, it is needed to maintain the industry. If a brand is de-valued, it can bring about the death of the company. If you had just purchased a new jacket at a store for $100, and then started to see that same jacket being worn by homeless, showing up in large quantities at second hand stores and charities, it would probably disappoint you or make you feel like you got ripped off (you paid decent money for something that others are getting at a heavy discount or even free). Not only does it sabotage the ‘style’ (style inherently involves an exclusivity factor or comparison with ‘stylish’ people), but it de-values the item knowing that you over-paid for it. This will cause a collapse in the brand as no one will want to pay that much for their items if they can get it cheaper elsewhere, or know that ‘societal unsavory individuals’ will be wearing them at the same time.
The other, and probably least recognized issue is the affect on the clothing industry as a whole. This has been a particular problem in very poor regions of Africa and South America. The infiltration of charities giving away free clothes has destroyed any hope of a local industry and sadly closed down the manufacture of traditional style clothes. In areas of true extreme poverty, where the chance of death from exposure is a real risk, these practices have indeed saved lives. It is the collateral damage from an over-abundance of these items which has spread throughout these areas that wreak havoc on the local clothing industry.
