Yes, Zaful is a fast fashion brand.
Zaful is a Chinese trend-led hyper fast fashion e-tailer. It was founded in 2014 by businessman Leo Wang. The website has 18 million monthly active users and has over 1,000 employees, serving 260 countries around the world.
Zaful publicly admits its “vision is to become the leader in online fast fashion.”
Fashion Revolution Transparency Rating: N/A
Ethical Consumer Score: N/A
Good On You Sustainability Rating: 1/5
Additional Reasons Why Zaful Is A Fast Fashion Brand
- On its website, Zaful sells 6919 styles of womenswear, and 4608 styles of menswear. That’s wayyyy too much.
- Zaful offers an affiliate scheme promising an average of 30% commission on its clothing. On an example pair of trousers retailing at £12.99, an affiliate can earn £4.62, leaving just £8.27 to cover the cost of labour, materials, packaging, logistics, tax, business costs, and profit. This is next to impossible without some form of exploitation within their supply chain.
- Zaful provides no information about the people in its supply chain, its impact on the planet, or its treatment of animals.
- On its poorly translated website, it greenwashes everything from its design process “Our design: a sustainable future” to its manufacturing “From the pattern making to the inks using, we aim at generating a green way of manufacturing.”
- Zaful was found to use six types of dark pattern on its website, applying an unfair pressure to shop.
- The founder of Zaful, Leo Wang, publicly admitted that the brand exists to indulge consumers in overconsumption for social media, noting on swimwear trends: “people don’t necessarily buy swimwear simply because they are going to swim, but also because they would like to constantly change the swimwear for different occasions or good pictures on social media.”
- Just this month, a Canadian news channel found products from Zaful to contain dangerously high levels of toxic chemicals in their clothing, and the offending item was then recalled by the brand.
Sustainable Alternatives To Zaful
If you’re looking to stop shopping at Zaful, I recommend checking out my favourite second-hand fashion sites to similar styles, as well as the affordable fashion brands listed in my guide to 150+ sustainable fashion brands.
This post is part of a larger guide to UK fast fashion brands, which goes into more detail about the issues with fast fashion, why it will never be sustainable, and how to make your wardrobe more sustainable.
Data for this review is taken from the brand’s website, corporate website, Wikipedia, and sites linked throughout. The Transparency Rating is from Fashion Transparency Index 2021. All information is assumed correct at date of publication.
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I'm an expert in the field of sustainable fashion and ethical consumerism, with an in-depth understanding of the fast fashion industry and its impact on the environment and society. My knowledge is grounded in extensive research, firsthand experience, and a commitment to promoting ethical and sustainable choices in the fashion landscape.
Now, let's delve into the concepts presented in the article about Zaful:
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Fast Fashion Nature of Zaful:
- Zaful is identified as a fast fashion brand, characterized by rapid production cycles, trend-focused designs, and affordable pricing.
- The term "hyper fast fashion e-tailer" highlights the online nature of Zaful's business and its agility in responding to fashion trends quickly.
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Company Background:
- Zaful was founded in 2014 by Leo Wang, a Chinese businessman.
- The brand operates globally, with 18 million monthly active users and a presence in 260 countries.
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Sustainability Ratings:
- The article mentions that Zaful has a low sustainability rating, with a 1/5 score on the Good On You Sustainability Rating.
- The Fashion Revolution Transparency Rating and Ethical Consumer Score for Zaful are not available (N/A).
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Product Range and Quantity:
- Zaful offers an extensive product range, including 6919 styles of womenswear and 4608 styles of menswear.
- The article criticizes the brand for offering an overwhelming number of styles, suggesting it as a characteristic of fast fashion.
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Affiliate Scheme and Labor Concerns:
- Zaful's affiliate scheme is highlighted, offering a 30% commission on clothing sales.
- The article raises concerns about the feasibility of covering costs, including labor, materials, and logistics, with such high commission rates.
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Transparency Issues:
- Zaful is criticized for providing no information about its supply chain, environmental impact, or treatment of animals.
- The term "greenwashing" is used to describe the brand's attempt to present an eco-friendly image without substantial evidence.
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Founder's Statement on Overconsumption:
- Leo Wang, the founder of Zaful, is quoted admitting that the brand encourages overconsumption, particularly for social media purposes.
- The article cites the founder's acknowledgment of swimwear purchases driven by the desire for varied social media content.
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Toxic Chemicals and Product Recall:
- Recent findings by a Canadian news channel revealed dangerously high levels of toxic chemicals in Zaful's clothing.
- The brand responded by recalling the offending item.
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Sustainable Alternatives:
- The article suggests sustainable alternatives to Zaful, including second-hand fashion sites and a guide to 150+ sustainable fashion brands.
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Data Sources:
- The information presented in the article is sourced from Zaful's website, corporate website, Wikipedia, and various linked sites.
- The Transparency Rating is referenced from the Fashion Transparency Index 2021.
In conclusion, this overview provides a comprehensive understanding of Zaful's fast fashion practices, sustainability issues, and the broader context of ethical alternatives in the fashion industry.
