Teaching sequence

Work through this resource material in the following sequence:

10 minutes

Tune in: The power of persuasion

40 minutes

Find out: Fast Fashion Wars

10 minutes

Take Action: Agents of Change

5 minutes

Reflection

Tune In: The power of persuasion

Step 1

Ask students to brainstorm all retail stores that they purchase their clothing from (both brick and mortar, and online).

Step 2

Ask students why they buy from these stores (encourage them to consider: cost, deals, sales, return policy, advertising).

Step 3

Explain that in this lesson, they will use their critical thinking skills to analyse fast fashion advertisements on the companies’ websites.

Find Out: Fast fashion wars

Step 1

Begin by discussing the role and impact of advertising in the fast fashion industry.

Explain that advertising techniques are employed to capture attention, create desire, and persuade consumers to buy fast fashion products.

Explain the ethical considerations in fast fashion advertising, such as the use of airbrushing, unrealistic body standards, greenwashing, or cultural appropriation.

Step 2

Show the following clip to help explain greenwashing:

What is greenwashing? Part 1 - (https://youtu.be/2C1E-AkCjNg)

Step 3

Divide the class into 4 teams with approx. 6 students in each. These will become “Fast Fashion Teams”.

Allocate the following companies to the teams: Zara, H&M, Boohoo, Shein.

Step 4

Instruct the fast fashion teams to investigate the websites and advertising for their allocated companies, completing the following questions as they do:

What first catches your eye on the website?
What language is being used on the website to persuade people to buy (are their sales, deals, membership offers)?
Is their evidence of inclusivity? (size range, racial diversity, height diversity, ability diversity etc).
Can you find information regarding sustainability?
Did you need to search for it, or was it easy to find?
Is there evidence of greenwashing?
Based on the answers to these questions, how persuasive would you say the website is? Give it a rating out of 5.

Take Action: Agents of change

Step 1

Ask students to briefly share their group’s findings back to the class.

Step 2

Explain to the class that these websites (among others) are some of the greatest contributors to landfill, with each piece of clothing only being worn on average 10 times before being disposed of. (Source)

Reflection

Allow students to reflect on their own experiences as consumers and allow them time to complete the following questions:

Today I learnt…
As a consumer, I can make change by….
Within the next year, I pledge to….

Fast Fashion: The Power of Persuasive Websites

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Summary

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