Fast Fashion and Sustainability: A Case Study of Zara

Case Study

Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Conclusion..................................................................................................................................9
References................................................................................................................................10

Introduction
Fast fashion is a much-talked issue in the fashion world. The fast fashion world is
characterized by low cost, stylish, luxurious brand trends that also reflect the desires of
individuals. This particular case will focus on how the fast fashion industry trends are
negatively affecting sustainability along with raising issues such as global warming.
Discussion
The case study ZARA: Fast Fashion by Ghemawat & Nueno (2016) provided an insight into
the overall structure of the global apparel industry with a focus on Inditex Company Zara and
its competitors. The issue of sustainability and ethics are related to the modern fast fashion
industry. Inditex, Gap (U.S.), Hennes & Mauritz (Sweden), and Benetton (Italy) are the major
players in the fast fashion industry. The fast fashion companies such as Zara are earning a
huge profit but, they are also blamed for their ethical and sustainability misconducts. Zara is
the largest chain of Inditex with over 2200 stores in 96 countries as of May 2018 (Forbes,
2018). The two of the major reasons behind the profitability of Zara in the fast fashion
industry include its business system and an international expansion strategy. The fast fashion
is trend sensitive and affordable that raises both the ethical and sustainability issues. In order
to understand the issue of sustainability and ethics associated with the fast fashion brand
Zara, it is essential to look at the definition of ‘sustainability’ and ‘ethics’. Sustainability can
be defined as the activity that does not harm others and also meet the needs of the current
generation without compromising with the needs of future generations. Ethics, on the other
hand, can be defined as the moral principles that govern the behaviour or the ways of
conducting an activity (Ghemawat & Nueono, 2006).
The major focus of this case is on determining the sustainability and ethical issues in the
context of Zara. One of the most important aspects of Zara’s business system that is

contributing to the sustainability and ethical issues includes its fast or quick response. The
fast fashion industry in which Zara is operating promotes low or high- cost clothing
collections that are particularly based on the new fashion trends and it naturally encourages
disposability as it involves a fast-response system. (Joy et al., 2012). The richer
communication links across the globe have also led to the growth and promotion of fast
fashion trends. The fast fashion companies such as Zara thrive on fashion cycles that are fast
and require a quick response. In the fast fashion cycle, there is a rapid prototyping, the variety
of clothes is wide but the batches are small. In addition, the delivery and transportation are
highly efficient so as to meet the dynamic and rapidly changing needs of the customers. The
case indicates that the cycle time of Zara is as shorter as 2 weeks in case of restocking and 4-
5 weeks in case of new designs (Härtsiä, 2011). The bulk production of Zara can also be
attributed to the fact that it is operating in a highly competitive industry. Zara is promoting a
trend that focuses on disposing of the old clothes and using the clothes of new trends and
fashion. In other words, the fast fashion trends indicate that the clothes are not meant to last
longer but, they are meant to be bought in large quantities and are only used for a short
period. This particular fast fashion trend promotes wastage and rapid disposal of the clothes.
This trend can lead to serious environmental and sustainability issues that can ultimately lead
to a clothing crisis and global warming both at the local and global level. The wrong disposal
of clothes will lead to a rise in temperature of the climate system (Dockrill, 2018).
Global warming is a global threat that is also referred to as climate change. Global warming
is leading to a rise in the average temperature of the climate system across the world. The fast
fashion companies are contributing in climate change or global warming. According to a
study, 5% of the greenhouse gas emission is attributed to the apparel industry or the fast
fashion industry. The fast fashion companies are negatively affecting the environment in
terms of polluting the air, water and the food we eat. In other words, the fashion carbon