Sustainable Growth in Fashion Industry

The assignment discusses the importance of sustainable marketing strategies in the fashion industry, particularly for East London Textile Ltd. It highlights the need for charity and recycling of products to maintain brand name and update fashion trends, considering legal aspects and environmental impact.

Recycling of used (or
donated) Clothing Industry:
SWOT analysis

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Recycling of used clothing including SWOT analysis...............................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
SWOT analysis for the purpose of recycling the products such as clothing helps the
company to strengthen their business. This gives an overview picture of the organisation to
obtain sustainable growth in the local market. Recycling of waste products or donate to some
needy people helps the organisation to bring more opportunities to increase their productivity
and maintain reputation. Present report is based on East London Textile (ELT) Ltd. who engaged
their business in social activities. Report will include Recycling of used or donation of clothing
Industry of UK as SWOT analysis.
MAIN BODY
Recycling of used clothing including SWOT analysis
The trend for recycling the used clothing or donation of clothes as charity increased in
2010. Bliss is working in partnership with ELT since 2014 and engaged activities in form of door
to door collection of clothing (Barrientos and Reilly, 2016). East London Textile Ltd. understand
the wastage of resources that harming the environment badly. From that point they came up with
the idea of utilising the resources and reusing the waste product which have less demand in
market. Clothing consumption is UK is raising day by day and as per the survey approx 1.1
million tonnes are used as clothing. Mainly clothing has 3 years of lifetime and after that they are
either threw or destroyed. Few people recycle the clothes in either donation way or some other
purpose which is recycled.
The benefits for re using the clothes helps the economy of the country as 6.9 million per
year are saved in terms of resources utilized (Molthan-Hill, 2017). SWOT analysis strengthen the
company position in the global world and attract the customers towards their business. Strength,
weakness, threat and opportunities describe the complete structure of the business and their
working structure (SWOT Analysis for Fashion Industry, 2019). East London textile Ltd. run
from 50 years and have experience in recycling the clothes, shoes and other household items.
They set a dedicated team towards charity purpose who deal with worldwide regarding the
product and services.
The demand for recycling arise when the taste of consumers are changed or when the
product is not successful in the market. To avoid such consumption mostly companies prefer to
reuse the product by changing the design and patterns and bring them into the market with new

presentation (Sinha, Muthu and Dissanayake, 2016). They can also adopt charity purpose which
helps to promote the company. As people are attracted towards the services and invest more in
the product. Few companies adopt theses strategies to attract the customers as they directly deal
with the customers regarding the clothes that they sell clothes to the company at low price. By
this way they can reuse the product or donate the clothes to needy people.
Recycling arises when the product is less durable and quality is not appropriate regarding
the customers point of view (Sooa, Gohb and Othmanc, 2016). But this concept is only
successful for the companies if they capture the market techniques to use the products. It's the
internal management of the company to adopt the changes and use them in better way to achieve
the success in the global market.
To Strength the company in form of recycling the used or donating clothes, they have to
use various ways to make it possible. While dealing for the purpose of recycling the used it
builds the strong relationship with the customers (Grant, 2016). ELT can easily expand their
business by promoting this activity through charity purpose which promote the brand name in the
market. By reusing the product company can save their resources in the form of cost and time
and bring new product with different tag line in market. Online marketing also helps them to
grow as people are addicted to the social media marketing. By this activity, they can strengthen
their internal management team to work with dedication towards the charity purpose. East
London Textile Ltd. gets connected with eBay company to deal with the products for charity
usage (Pasqualotto, 2015). They engage in charity by providing the bags which is to filled with
retired and unwanted clothes. They collect that bags at the stated date and give it to NGO for the
better use.
The Weakness shows in adopting the recycling method is as if there is any defect in
technology system, they cannot reach to large customers areas. Mostly there are fake user who
misguide the company relating to donation of clothes. This reflect the image of company as they
deal with fraud cases without gathering the correct information. If the reused product is not
successful in market they can suffer losses (Limmer, 2017). They spend time and money to
manage the products and maintain its quality and if it results to failure, it affects the productivity
of the company. To reuse every clothes are sometimes causes failure, as customers are not likely
to accept every reuse product.

Major Opportunities of ELT Ltd. is that they sale reuse of product on their online
website which brings him more business. As for length proceeding customers lose interest in the
product, so to make it stable they bring products instantly for the manufacture and post it in the
market. The opportunities they can adapt is it to take help from other online services to promote
the product (O'Cass and Griffin, 2015). By this activity such as recycling or donation they can
expand their business into the emerging global market. By donation of clothes on charity they get
the opportunities to deal with other companies and also engage their business with them. Theses
ideas and thoughts encourage the employees and customers to stick with the company.
Threats are the main aspects which arises in business in the form of using duplicate
products in the market. As when they collect clothes, the competitors use it to bring in the market
with their own name. This result in causing duplicate in the business. Politics and economy are
the biggest threat in the market relating to clothes (Kumar, Bimal and Reddi, 2017). Threats may
arises in the form of local competitors as if they are engaging with the same strategy it may result
in crisis from customers point of view. As this is not successful in form of seasonal clothing.
Recycling and reusing of clothes are failure in case of fluctuating the demand of customers.
The raw material for using the recycling clothes are high as mostly companies demand
the same resources. This result in bringing competition in the market. The possibility in bringing
new trend in fashion industry are changing. As they are also encouraging consumers to accept
the new changes in fashion an implement them to bring new in them (Groucutt and Hopkins,
2015). But there are some legal aspects which the government and the organisation have to take
care. They have to work according to the norms and they to produce the product which doesn't
harm the environment. It results to sustainable growth to East London Textile Ltd.
CONCLUSION
From the above study it can conclude that to maintain the brand name in the market
charity and recycling of products are the best way. This is usually initiated when the taste and
demand of the customers are changes and they want some new product in the market. Fashion is
the biggest icon in the global market and to update them timely is the success criteria of
company. Online marketing is the best way to tell the people about reuse of clothes either in the
form of donating or design it in some other way.

REFERENCES
Books and Journals
Barrientos, E. and Reilly, A. H., 2016. Unpacking'Give Back Box:': A Social Enterprise at the
Intersection of Leadership, Innovation, and Sustainability. Journal of technology
management & innovation. 11(1). pp.48-54.
Grant, R. M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Groucutt, J. and Hopkins, C., 2015. Marketing. Macmillan International Higher Education.
Kumar, T. V., Bimal, P. and Reddi, A. S., 2017. Outline Development Plan for Feroke
Municipality in Execution Framework of Internet of People, Internet of Government and
Internet of Things. In E-Democracy for Smart Cities. (pp. 71-119). Springer, Singapore.
Limmer, I. M., 2017. Communication of corporate social responsibility: an analysis of different
brands in the outdoor industry (Doctoral dissertation).
Molthan-Hill, P., 2017. Sustainable marketing Helen Goworek Introduction. In The Business
Student's Guide to Sustainable Management. (pp. 182-209). Routledge.
O'Cass, A. and Griffin, D., 2015. Eliciting positive social change: marketing’s capacity to drive
prosocial behaviours. Marketing Intelligence & Planning. 33(5). pp.826-843.
Pasqualotto, I., 2015. Sustainable Business Perspectives: Circular Economy and Textile
Recycling Market Opportunities(Bachelor's thesis, Università Ca'Foscari Venezia).
Sinha, P., Muthu, S. S. and Dissanayake, G., 2016. Remanufactured fashion. Springer Singapore.
Sooa, S. H., Gohb, Y. N. and Othmanc, R., 2016. Jasmine1 Used Book Store in Taiwan: A
SWOT Analysis.
Online
SWOT Analysis for Fashion Industry. 2019. [Online]. Available through:
<https://smallbusiness.chron.com/swot-analysis-fashion-industry-3295.html>