The Battle for Online Retail: Why Fast Fashion's Victory Is a Loss for Us All

In the relentless competition for online retail supremacy, fast fashion continues to dominate. The rapid rise of platforms like Temu and Shein—despite each holding just about 1% of the U.S. online retail market—has prompted a powerful response from industry titan Amazon. To combat these direct-to-consumer platforms with their incredibly low prices, Amazon has quietly launched Haul, a budget-friendly marketplace within its ecosystem.

This move signals two critical shifts in the landscape:

1. Even at their modest market share, Temu and Shein are perceived as legitimate threats to Amazon’s dominance.
2. Fast fashion is solidifying its place as a cornerstone of consumer culture, further embedding its practices and priorities into how we shop.

The High Cost of Low Prices

The appeal of fast fashion lies in its affordability, and with prices for everything else rising, many consumers are willing to sacrifice convenience for cost. 

Now, Amazon is adapting. With Haul, the company is testing whether consumers are willing to forgo the hallmark speed of Prime shipping for even cheaper options. Haul’s products—primarily under $20—may take one to two weeks to arrive, but they cater to a demographic increasingly focused on maintaining their lifestyle without breaking the bank.

But at what cost? The race to the bottom in pricing comes with hidden consequences:

• Environmental Harm: Fast fashion’s rapid production cycles and low-quality goods exacerbate waste and pollution.
• Economic Instability: The pursuit of ever-lower costs undercuts traditional retail and local businesses.
• Cultural Impact: The emphasis on consumption erodes the values of craftsmanship and durability.

The Alternative: A Return to Quality

What’s the alternative? For some, it may be self-reliance and minimalism, but for many, it’s a shift in mindset—a return to investing in quality and simplicity.

This philosophy was the foundation of Primo Tailoring when we opened in 2020, in the middle of a global shutdown. At Primo, we’ve always believed that luxury isn’t about high price tags; it’s about living with purpose and pride. From alterations to custom clothing, our approach centers on creating pieces that last—offering an alternative to the disposable mindset perpetuated by fast fashion.

We understand that the tide of fast fashion won’t slow anytime soon. It accounts for a significant portion of today’s retail sales and shows no signs of retreating. But we hope to stand as a counterpoint, a beacon for those who value craftsmanship, sustainability, and lasting style.

Because when we surround ourselves with thoughtfully chosen, well-made things, we’re not just making a purchase—we’re building a life that’s worth being proud of. And that’s something fast fashion will never be able to offer.