"Subtle changes pointing to consumer fatigue" a challenge for fast

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Published: 2026-09-02T00:11:13.592Z • Permanent link

European textile associations have called for an import fee of 10 euros on fashion imports, in an effort to stem the flood of ultra-cheap competition mainly from China. Dr. Sheng Lu, Professor of Fashion and Apparel Management at the University of Westminster, expressed concerns that the lack of regulation is having a devastating impact on small fashion brands in Europe. "We're seeing a rise in low-cost imports that are flooding the market, putting pressure on local fashion businesses," Dr. Lu said. "This is a classic case of a trade imbalance, where imports are outpacing exports, and it's having a negative impact on the entire industry.

According to data from the European Commission, the fashion sector is one of the largest industries in the EU, with over 500,000 businesses employing over 2 million people. However, the sector is facing significant challenges due to the rise of cheap imports from countries like China. The EU's fashion industry is worth over 150 billion euros, but it is facing intense competition from low-cost imports that are often made with cheap materials and labor. The situation is so dire that many fashion brands are being forced to close stores or downsize operations in order to stay afloat.

Sharon Gaffney, a journalist at FRANCE 24, spoke with Dr. Lu about the impact of cheap imports on the fashion industry. "The situation is dire," Dr. Lu said. "We're seeing a rise in low-cost imports that are flooding the market, putting pressure on local fashion businesses. It's not just the fashion industry that's affected, it's also the entire supply chain. We're seeing a rise in counterfeit goods, and it's having a negative impact on consumer trust.

The proposed import fee of 10 euros on fashion imports is a significant development in the ongoing debate about trade regulation in the fashion industry. The EU's fashion industry is worth over 150 billion euros, and it is facing intense competition from low-cost imports that are often made with cheap materials and labor. The situation is so dire that many fashion brands are being forced to close stores or downsize operations in order to stay afloat.

Research communities are also taking notice of the situation. The Fashion Industry Research Association, a leading think tank in the fashion industry, has published a report highlighting the impact of cheap imports on the fashion industry. "The rise of cheap imports is having a devastating impact on the fashion industry," said Dr. Lu. "We need to take action to regulate the trade and protect local fashion businesses.

The proposed import fee is also having an impact on markets around the world. The global fashion market is worth over 3 trillion dollars, and it is facing significant challenges due to the rise of cheap imports. The situation is so dire that many fashion brands are being forced to close stores or downsize operations in order to stay afloat. The proposed import fee is a significant step towards regulating the trade and protecting local fashion businesses.