Planet
Sustainability within the fashion industry is an ongoing problem, with not just the production line and companies to fault. It is an approach that has the environment as a focus and to help make a positive impact towards issues like climate change by reducing carbon footprints.
“However much we innovate and act to improve the sustainability credentials of a piece of clothing, the benefits brought by these changes are always restricted by the production systems and business models that market and sell the garment and by the behaviour of the person who buys it.”
As production lines are mainly using synthetics as a way of increasing revenue, consumer behaviour is also at fault with many people buying into fast fashion.
As recently a struggle for many is the cost of living crisis, it is thought that it will “lead some consumers to prioritise price over the environment” and there has already been a shift in the way people consume fashion after the pandemic and lifestyle changes.
What is a circular economy?
A circular economy in the fashion industry is the idea that when raw materials such as cotton and oil are used eventually, they are recycled and not waste. This helps tackle issues created such as landfill and the further addition of adding carbon to the atmosphere when burning waste. It’s a motive to help shift the focus towards the planet and from a business’s perspective changing from a profit focus to having a social lead when making business decisions.
One sustainable development goal that is highly relevant in the fashion industry is responsible consumption and production. Findings have shown that “only store‐related attributes of eco‐fashion positively influence consumers’ eco‐fashion consumption decision, yet, such relationship can be weakened by the price premium level of eco‐fashion.” Meaning many consumers decision is based on price therefore leading change may need to start from the producers of fast fashion in order to eliminate cheap clothing that ends up in landfill. I think that in order to change the high levels of consumption within the fashion industry it needs to start by changing consumer habits.
Therefore, I think that to lead a change towards a sustainable approach within the fashion industry needs to start by changing consumer behaviour by either making sustainable choices more affordable or changing fast fashion. This means that the shift of consumption is changed as people buy quality items and buy into the idea of a capsule wardrobe and think about the sustainable approach.
Fletcher, Kate, and Lynda Grose. Fashion and Sustainability : Design for Change, Laurence King Publishing, 2012. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/ual/detail.action?docID=1876120.
Ting‐yan Chan, Christina W.Y. Wong, 2012, https://www-emerald-com.arts.idm.oclc.org//insight/content/doi/10.1108/13612021211222824/full/html
Tamara Sender Ceron, 2022, https://reports-mintel-com.arts.idm.oclc.org/display/1101837/?fromSearch=%3Ffreetext%3Dsustainability%2520in%2520fashion%26resultPosition%3D1
28 Janeiro, 2020, https://www.portoprotocol.com/circular-economy-as-a-way-of-increasing-efficiency-in-organizations/