THE OBSERVER: Cheap fashion sales threaten the planet. Could online influencers be our saviours?

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“There is so much fashion in the marketplace that it’s hard to make a choice, so the influencer provides a shortcut,” says Patsy Perry, senior lecturer in fashion marketing at the University of Manchester. Fashion brands increasingly work on getting products to consumers as fast as possible, sometimes in as little as two weeks. “The cycle is speeded up – we buy more stuff, not keep it as long, and then we’re on to the next trend,” says Perry.