Fast Fashion Industry: Problems, Solutions and Market Analysis

Master project

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Problem........................................................................................................................................1
Solution........................................................................................................................................2
Portfolio.......................................................................................................................................4
Market analysis............................................................................................................................4
Finding.........................................................................................................................................9
Market campaign.......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The fast fashion industry is one of the growing industries which is getting growth with the
increasing interest of people in fashion and style. There is increasing use of social media
platforms where different influencers introduce new styles of fashion which motivate people to
adopt these styles in their life (Anner, 2019). This project report identification of problems
related to the fast fashion industry and also environmental damage. It identifies different
solutions for problems to occur due to the fast fashion industry and environmental damage. It
analyses the market by using tools like SWOT analysis, PESTEL analysis and questionnaire. It
consists finding of the business on basis of SWOT, PESTEL and questionnaire. Moreover, it
consists of the marketing campaign and launching ideas.
MAIN BODY
Problem
There are different types of problems that occur in the context to fast fashion industry as it
causes damage to the environment and other components. Some of the problems occur due to the
fast fashion industry are mentioned below:
Excessive usage of water: The fashion industry is one of the industries that is consuming water
for purpose of running factories as well as clean products. It is consuming around 10000 liters of
water for purpose of production of around 1 kilogram of cotton and around 3000 liters of water
for the production of one cotton shirt. In this, the textile industry is also releasing toxic chemicals
into the oceans. There is around 20% of wastewater all over the world is linked to this process
and collected with time (Clifford, 2018). There are different types of factors that have moved to
foreign countries in which there is no strict environmental regulation and as a result, this factory
wastewater enters the ocean. This water waste consists of different toxic chemicals which is
harmful to the environment. It cannot be treated for purpose of making it safe.
Plastic microfibers: Synthetic materials are the issues due to which plastic microfibres enter the
oceans. Synthetic materials contribute 35% to microplastic. The focus of business is on reducing
the prices and cost of companies and for which they are including lower-quality materials. For
instance, fibers are mainly made with polyester including tend and plastic which is releasing
more carbon emissions in comparison to cotton. Plastic takes more time to degrade in the ocean
and when it finally degrades, it releases toxic substances which is harmful to marine ecosystems.
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It cannot possible to remove these microfibres and due to this, plastic microfiber cannot be
removed from the food chain of humans and cause various negative impacts on the health of
people. Different ways are there with which these fibers can enter in the ocean like the usage of
the washing machine. The washing machine is the most commonly use the appliance in
household families. In order to avoid excessive consumption of water, it is important to wash
clothes with loads.
Excessive consumption of clothing: Fast fashion industry results in making clothing more
affordable for people and new trends in the market force people to have more clothes. Due to
this, the value of clothes has decreased in minds of consumers. In the year 2019, there is around
62 million of metric tons of clothing have been consumed all over the world. This consumption
of clothing is increased over the decades (Gadhavi and Sahni, 2020). It is good for the economy
as more items are to be consumed as lower quality of clothes can end up after a few washes and
as a result, the demand for new clothes has increased. There are different issues that occur due to
the increasing consumption of clothing like clothing piles in landfills as well as incinerated
clothing. Increasing clothes that are no longer in style are thrown away by people instead of
donating them. It results in wastage of material as people cannot use it further. Discarded cloth’s
57% potion is in the landfill and due to this landfill is pile up in order to move it in areas of
incinerated. It causes danger to public health and the environment to different people who live in
that communities. As these clothing landfilling releases toxic substances and poisonous gases.
Although there is the development of new technology to capture pollution still this pollution is
present and turned into harmful substances.
Usage of Viscose: from starting of cellulosic, viscose can be introduced as a cheaper alternative
for the production of cotton in the year 1890. Viscose is also known as rayon which is a
cellulosic fiber. It is made from wood pulp and also has a detrimental effect on the environment.
It consumes harmful chemicals as well as unethical resources and creates a negative impact on
the environment (Gupta, 2019). Companies are using different toxic chemicals which results in a
negative impact on the environment as it becomes the subject of worry. Viscose fiber production
leads to carbon disulphide.
Solution
There are various solutions available in the marketplace for purpose of dealing with the issues
that occur due to the fast fashion industry. The fast fashion industry causes various
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