Is Universal Store Fast Fashion? An Expert Breakdown!
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Fast fashion brands have been emerging at a rapid pace lately because the demand for fashion is unstoppable. People have gotten addicted to having limitless choices and innovation in those choices. Fashion reflects the pace of life today and similarly, the effects of living a hurried life are also mirrored through fashion. The consequences of fast fashion are not only harmful but can be deadly in the long run. This is why people have been more concerned about where they shop. They want to turn to sustainable brands now, that consider the environment as a living breathing entity.
We are exploring the workings of Universal Store this time and determining whether it is a fast fashion brand or not. Established in 1999 by brothers, Greg and Michael Josephson, Universal is an Australian fashion retail company. The brothers wished to open a store that could act as a one-stop shop for customers and fulfill all their needs because with life getting busier every day, people face the issue of having to stop at multiple shops to get what they need.
Universal Store offers everything fashion from men’s fashion items to women’s fashion items and even accessories, shoes, and gifts. Its stores offer customers a huge variety to choose from, whether it is for a birthday party or an evening at the club. Customers can visit the store and leave with their hands full of everything they want. It is especially a great stop for families who have multiple members to buy everything for. But a Universal Store is ideal because it has something for everyone.
The store works with independent and private brands to bring more color into its collections. This lends the store even more charm because the presence of multiple brands gives the customers a larger choice of new designs and brands’ signature looks. Even buying a single t-shirt at Universal becomes a difficult task because of the different choices staring at you.
Sustainability Rating: 4/10
Category: Clothing, Accessories, Shoes
For: Women, Men, Kids
Products: Tops, Shirts, Sweatpants, Hoodies,
Style: Casual, Contemporary
Quality: Low
Prices: -
Size: -
Fabrics: Polyester, Organic Cotton, Spandex, Viscose, Elastane, Linen, Leather, Nylon
100% Organic: No
100% Vegan: No
Ethical and Fair: No
Recycling: No
Manufacturing Countries: Not Transparent Enough
Certifications: Not Transparent Enough
The diversity of Universal stores captures the attention of diverse crowds who wish to adorn themselves with something unique from the general crowd. This is what Universal’s foundation was laid down upon; to bring diversity into the fashion market and allow more brands to have access to customers.
Universal takes customer service very seriously. It believes that the customer is one of the building blocks of any brand and no brand can flourish without the continued support and love of its customers. That is why its customer service is praised whether it is online or in the Universal physical stores. The staff even provides fashion advice to confused customers.
Universal has also been making efforts to become more conscious of the environment and infuse sustainability into its supply chain. It wants to constantly evolve and become better about being eco-friendly and bringing positive change into the world.
It is important to note that Universal Store is a retailer and does not manufacture its own items. It has collaborated with other brands to showcase their items in its store. This is why it is hard to categorize Universal as a fast fashion brand because it has no hand in the manufacturing or production process. However, if we judge it based on the brands it displays then Universal can be considered fast fashion because many of the brands under it are considered to be one.
Still Universal has tried to be as environmentally-friendly as it can. It believes that fashion brings many good things in an individual’s life like happiness and confidence, so the brand wants to change the idea of it bringing harm to the environment.
In 2019, Universal began to use reusable bags in all of its stores and introduced recyclable packaging for online orders. In 2020, it published its first Modern Slavery Act and Code of Conduct and since then, it has been consistent in this effort. It has also switched to using sustainable hangers and recyclable swing tags. In 2023, Universal calculated its carbon footprint to better plan for the future.
Universal has also set environmental targets for itself that align with the UN’s Sustainable Development Goals so that it has a clear path to follow and guide its team on. The brand has plans to eliminate all waste by 2030 and make all of its bags and mails 100% reusable and recyclable.
It has an admirable Code of Conduct that rejects slavery and condemns child labor. It promises to pay a living wage to all of the workers and provide them with necessary leave days and breaks during the work day. It also promises to take action if activities of child labor are found in any of its factories or offices. Universal is said to be quite strict in making its brands follow the Code of Conduct.
It has also been on the outlook for factories that consume water and energy effectively without wasting excess resources. Universal does not own any factories so its next best strategy is to partner with factories that share its view about the environment. The brand also aims to reduce its carbon emissions by installing LED lights in all of its offices and stores and developing plans to be achieved by 2025 and 2030 to save energy.
Universal has been careful of partnering with brands that use eco-friendly materials such as organic cotton, recycled polyester, linen, hemp, and certified responsible down and wool. It also publishes an Animal Welfare Policy that is against committing cruel acts on animals for fashion. It checks all items for whether they meet the principles of its Animal Welfare Policy or not before displaying them.
However, Universal does not have a good rating by the Baptist World Aid, receiving a D rating, because the brand is not transparent about providing proof for its claims. It has a good Code of Conduct and Animal Welfare Policy but there is no proof whether the regulations mentioned in them are being followed or not.
Universal is floating in a gray area as of now because much of the supply chain is not in its control and we need more proof about what goes on behind the scenes for us to judge whether it really is as sustainable as it claims to be or is it merely greenwashing.