Cider, an online retailer launched in 2020 has carved a niche for itself in the wardrobes of the TikTok generation. But beneath its vibrant collections and social media savvy lies a pressing question: Is Cider a proponent of fast fashion? This blog post delves into the heart of Cider's business model, examining its production practices, sustainability claims, and cultural footprint to uncover whether it truly conforms to the fast fashion framework that prioritizes speed and cost over ethical considerations and environmental impacts. Join us as we unravel the threads of Cider's fashion tapestry to determine if its allure is merely a trend or a testament to a deeper industry pattern.
What is Cider?
Cider is an online retailer that has rapidly gained popularity, particularly among the younger generation, due to its strong presence on social media platforms like TikTok. The brand is known for its fast-fashion offerings and targets Gen Z consumers with its trendy and affordable clothing options.
Cider's strong presence on TikTok: Gen Z audience
@shopcider Who could feel anything other than exited ✨ when our 20% off everything sale is happening now at #shopcider ♬ original sound - Cider
The company's success can be attributed to its "social-first" approach, which resonates well with its target audience. Cider has effectively utilized platforms like Instagram and TikTok to create a distinctive aesthetic that appeals to its followers. This strategy has allowed Cider to amass a significant following in a relatively short period, contrasting with Shein's longer trajectory to similar levels of social media influence
Is Cider Fast Fashion?
Cider is recognized as a fast fashion brand. This categorization is based on its business model, which aligns with the characteristics of fast fashion: offering trendy clothing at low prices with a rapid turnover of styles to meet consumer demands. Cider's approach involves releasing new items quickly, often weekly, and at such low prices that it raises concerns about the ability to fairly compensate its workforce. Although on the 'sustainability' tab on the website says they do not sell fur or leather clothing. The brand's clothing is predominantly made from plastic materials, which contributes to microplastic pollution, further emphasizing its alignment with fast fashion practices.
What is Cider Business Model?
Cider is an online fashion retailer that operates with a direct-to-consumer (DTC) fast fashion business model. As a digitally-native brand, Cider has been compared to Shein due to its similar approach to fashion retailing, which includes frequently releasing new collections, offering low prices, and copying the latest runway trends. The company heavily relies on social media for promotion and engages with its audience by listing small batches of items tailored for specific moods and occasions every week. Cider's business strategy involves functioning as a direct-from-factory marketplace, which allows them to sell products without traditional retail markups. They claim to use data to produce only what they know will sell, aiming to keep costs low and reduce unsold stock.
Does Cider Use Sustainable Packaging?
The brand's use of oxo-degradable plastics for packaging has been questioned due to concerns that these materials do not degrade as advertised and may fragment into microplastic. Even if it does, the claims of using biodegradable packaging and creating clothes with recycled fabrics, Cider's overall operations still promote overproduction and overconsumption, which are hallmarks of the fast fashion industry.
Is Cider Ethical or Greenwashing?
Cider's ethical practices have also come under scrutiny. While the company states that it pays at least the local minimum wage to its workers, this does not necessarily equate to a living wage, especially in regions where the minimum wage is insufficient to meet basic living standards. The brand has been criticized for greenwashing, as it suggests that its recycled collection is made of certified materials when, in fact, these items are blended with other fabrics like polyester. Moreover, Cider does not have any programs to reclaim its products, nor does it show initiatives in repair, circular fashion, take back programs, donation, or recycling of its products.
Final Verdict
While Cider is a legitimate company with a popular online presence and TikTok community that attest to its credibility as a retailer, its sustainability claims and supply chain transparency are not sufficient to classify it as an ethical or sustainable brand. As such, consumers who are conscious about the environmental and social impacts of their clothing choices may consider avoiding Cider and seeking out more sustainable and ethical fashion alternatives.
