Fast fashion: the French buy 42 new items of clothing per year on average, a sad record

While many associations are warning about the environmental cost of the textile industry , French consumption of new clothing will reach a new record in 2024, according to the latest figures published by the eco-organization Refashion, which aggregates sales from all brands, including Asian platforms such as Shein and Temu.

3.5 billion new items of clothing, shoes, and household linen were purchased, the vast majority of which were clothes (2.9 billion). In total, each French person purchased an average of 42 new items of clothing, one more than in 2023.

As proof that e-commerce continues to grow, consumers are increasingly opting for companies that sell exclusively online (Zalando, Shein, Temu, etc.), which have recorded a 29.9% increase in sales volume, as well as discounters and discount stores (+10.3%). "If we excluded these two categories, the market would be relatively stable," Vanessa Gutierrez, head of research at Refashion, analyzed in an interview with AFP.

Another lesson from this barometer: the French favor low-price purchases, with 71% of items being entry-level. On average, a French person spent €15.60 per new item.

Pollution caused by the textile industry is one of the most significant, as the Ministry of Ecological Transition points out. It accounts for nearly 10% of global CO2 emissions. This is more than international flights and maritime traffic combined. It also consumes 4% of the planet's drinking water.

In recent years, the environmental impact of this industry has increased with the arrival of ultra-fast fashion, which competes with traditional retailers by offering a profusion of items at ever-lower prices. One example is Shein, founded in China in 2012, which offers 470,000 models available in real time, according to Friends of the Earth, 99.8% of which are transported by plane. NGOs are constantly raising awareness about the environmental and social costs of fashion, through high-profile actions and awareness campaigns.

This is an issue that French parliamentarians have taken up. On June 10, the Senate adopted a bill aimed at reducing the "environmental impact of the textile industry." The bill, which must still be submitted to the joint committee in the coming weeks, could make France the first country to regulate fast fashion practices.