Research Report: Environmental Ethical Issues in Fast Fashion

This research report delves into the environmental ethical issues prevalent in the fast fashion industry. It begins with an introduction and literature review, exploring the industry's impact on resource waste, carbon emissions, water and earth pollution, and overall sustainability. The report examines the concept of fast fashion, its business models, and the practices of major retailers like H&M and Zara. It also discusses the negative consequences of overconsumption and the challenges of recycling. The research then considers how fast fashion can become more environmentally ethical by focusing on closed-loop systems, circular production models, and sustainable practices. The report provides recommendations for reducing environmental impact through waste reduction, responsible sourcing, and fair labor practices, ultimately aiming to guide the industry towards a more ethical and sustainable future. The report concludes with a synthesis of the findings and suggestions for further research.

Research Project
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Research aim and objectives........................................................................................................3
Fast fashion can be environmentally ethical................................................................................6
CONCLUSION................................................................................................................................8
References........................................................................................................................................9
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INTRODUCTION
Literature review is the most important chapter under which research provide detail
information related to different information. It consists of different kind of information such as
journals, books and online articles which are used for producing valid outcome. The current
research is based on environmental ethical issues in fast fashion where researcher ensure to
collect appropriate data for developing in-depth analysis related to a particular topic. However,
literature review will be conducted on the basis of framed objectives under which focus is laid
upon themes. Here, all information are presented in the respective theme.
Research aim and objectives
Aim
To evaluate the environmental ethical issues in fast fashion: Can fast fashion be
environmentally ethical
Objectives
 To critically evaluate current literature on environmental ethical issues in fast fashion
such as resource waste (from consumerism). carbon emissions (air pollution).
sustainability, water pollution, earth pollution etc
 To make recommendations on how fast fashion can become more environmentally
ethical
Fast fashion refers to a term which is used by fashion retailers to communicate regarding
transfer of designs from catwalk to store. It reflects that current fashion trends prevailing in the
marketing and meeting expectations of large number of buyers. However, fast fashion indicates
most recent trends displayed under fashion week in automn and spring every year. Under this,
optimization of supply chain is emphases so as to offer product at lower cost to end users. Here,
products are designed and manufactured in a relatively less time span along with lower cost so as
to mainstream consumer for the purpose of selling current styles cloth at relatively lower prices.
Such kind of approaches are frequently used by number of retailers such as Topshop, Zara, H&m
and Peacocks as well as Primark. In this regard, fast fashion operate under product-driven
concept (The Ethics of Fast Fashion: H&M and Zara, 2016).
According to Joy and et. al., (2012) fast fashion come close to disposable fashion as it
passes on designer product to end users on low prices. Furthermore, collection of low cost mimic
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the trends of current luxury fashion. Here, fast fashion clothes tends to attract more disposability
through which people can purchase higher cost products offered by large number of consumers.
It would be effective for corporation to meet the expectations of buyers and offer them good
quality of products and services. Shen and et. al., (2012) argued that fast fashion companies
thrive on faster cyles regarding small batches combined along with huge variety and rapid
prototyping as well as more efficient transportation. At the same time, floor ready aspects are
also considered along with price tags. It reflects that consumers tend to buyer such kind of
products from higher street retainers by sources from new trends which are present in the field.
Chan and Chan (2010) critically evaluated that slowdown in fast fashion occur because of
pollution, narrow trends on classic styles as well as shoddy workmanship. Not only this but
underdeveloped countries or developing countries face issue related to poor working condition in
fast fashion sector. However, companies face issue related to huge unwanted clothing as they are
focusing upon recyling their unwanted garments. At the same time, many people throw the
clothes outside due to changing trends. This aspect shows unethical conduct of fast fashion as it
promotes pollution in a country and affect gross domestic product of nation to a great extent.
Bhardwaj and Fairhurst (2010) asserted that businesses operating under fast fashion sector take
relatively extensive time for delivering different kind of product. It happens due to shipping and
transportation process which is energy as well as time demand. At the same time, such kind of
delivery process are also responsible for pollution spewing.
Pookulangara and Shephard (2013) explained that lower price of fast fashion clothes
make it possible for every body to purchase the products and services. This results in low sales
turnover of high street retailers who are offering normal products or clothes to buyers. At this
juncture, buyers generally less like to wear non trendy clothes, In fact they spend huge amount
for purchasing varied range of products and services in the marketplace. It reflects that market
driven business model is influenced just because of buying power of majority of customers. Such
kind of aspect enable them to purchase products and services from designers and fast fashion.
Cervellon and Wernerfelt (2012) asserted that over-consumption is one of the most
negative impact on fast fashion under which results of Hong Kong fashion sector reflects that
average 1400 t-shirts are thrown away by residents in a every single minutes. This had drastic
change on overall policies fashion sector operating across globe. This directly shed light upon
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environment and reflect that fast fashion is create water as well as air pollution to the nation. For
example during 1991 consumer used to buy average 34 items in a year where during 2007
approximate 67 items were purchased. It reflects that buying habits of consumer is increasing
which is affecting society to a great extent. This is because many clothes cannot be recycled but
they are thrown into dump bag. At this juncture, H&M took initiative to collect used clothes for
the purpose of recycle them . It can be critically evaluated that strategy did not work effectively
and did not contribute towards sustainability aspect of fast fashion businesses as all clothes
cannot be recycled.
Sustainability
Niinimäki and Hassi (2011) asserted that fast fashion must be ethical and sustainable by
adopting effective approached for determining well being of people as well as environment buy
taking into account advantage of general community. However, fast fashion relies upon rapid
development of new products and services in order to present the same for fashion week. Such
kind of practices harm people and environment to a great extent. Owing to this, efforts are put to
minimize impact on generally community. Life-Cycle (2012) reflected that environmental and
social aspect come together for sustainable development of industry under which management
cannot ignore any of them. It is well known fact that all garments have environmental footprint
at every cycle of production. It is the main reason that inherent contradiction is ensured between
sales of huge stuff fast and model of fast fashion as well as sustainability aspect.
According to Bianchi and Birtwistle (2012) fast fashion can work in a ethical manner by
focusing upon well being people. Here, example of Bangladesh can be taken which is primary
hub for fast fashion retailers on global basis. Here, it has been found that during last 30 year huge
profit has been distributed among people associated with the business. For this purpose, majority
of women living in the country got benefits and label of poverty has been removed or reduced
among them. Under the financial year 2013 nearly 4 million people consisting majority of
women in Bangladesh earned approx 19 billion dollar in a year by working on ready made
garment export oriented products. At the same time, efforts put to improve working condition by
focusing upon supply chain management. Here, it was ensured that people or general community
get benefits and empower their workers to have improved life style.
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Goworek (2011) explained that most effective aspect associated with fast fashion is
highly creative and skilled as well as meaningful work which offer opportunities. At this
juncture, example of silk route in China and India, Indonesia and Thailand' embroidery along
with its product are considered as the most effective global driven trade. Stanforth and Hauck
(2010) argued that in the present era majority of products and services offered by current fast
fashion is repetitive and low skilled as well as tedious. This is the reason people including
teenagers and young spend their time to purchase clothes. It tends to bring forth drastic change in
the society as poor become poorer. It can be critically evaluated that production of clothes like
cotton, linen and silk a s well as plant based cellulose such as Tencel and rayon cannot be
recycle. Similarly, acrylic, nylon and polyester also cause some environment drawbacks which
affect overall sector operating in other industry. At the same time, consumers or society get
affected in relatively less time (Environment, 2016).
Fast fashion can be environmentally ethical
According to Markkula and Moisander (2012) closed loop can be applied for bringing
innovation and creativity under fast fashion sector. Here, businesses can follow ethical practices
by focusing upon circular production model under larger as well as small businesses operating in
fashion industry of UK. At this juncture, end product is recycled and can be transferred in its
back or previous version for the purpose of recreation. It can be critically evaluated by Parsons
(2011) hat product would not have significant changes in its look when it is recreated. This
would be effective for introducing environmental ethical practices such as zero waste. The main
reason behind such kind of aspect is that circular model emphasize upon burgeoning energy
consumption and waste. It can be critically evaluated that focus will be laid on root of the
problem not of causes such as addition of shopping and selling huge quantity at relatively low
cost.
Lejeune (2016) ethical issues of environment cane be addressed by following four steps.
Here, the first step related understanding the problem where focus is laid on reducing energy and
waste. At this juncture, management of fast fashion lays emphasis on increasing proportion of
sales and production. He further stated that combined strategy can be applied for increasing
environmental footprint. Furthermore, sustainability proposals also be evaluated effectively and
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reporting of the same can be delivered in a most appropriate manner so as to cater requirement of
all related stakeholders.
Operating business in a 3 dimensions is another step for reducing environmental impact
prevailing in the society due to fast fashion. In addition to this, circular fashion principles are
followed by business through which management can easily focus upon implementing
appropriate strategies in order to reduce the use of waste material and ensure recycling process.
At the same time, prices of product will not lowered down in order to promote healthy work
environment. Such kind of aspects tends to support businesses to move in the upward direction
and offer something into the market for meeting specific need of buyers. This enables businesses
to meet expectations of general community by offering them safe environment. At the same time,
need of workforce putting efforts in achieving long as well as short term objectives of business
are also considered.
In addition to this, sharing and building social impact is another step under which
management of businesses operating under fast fashion tend to focus upon empowerment of
workers. Not only this but people are provided appropriate wage for the effort put by them. It
enables them to accomplish set objectives and deliver good quality of services to large number of
buyers. Moreover, advertising and promotion will be done for the purpose of valuing employees
associated with the business and enhancing their knowledge in order to build goodwill of firm in
the marketplace. This reflects that overall good working condition are applied whereby focus is
laid upon air pollution and water and earth pollution. It would be effective to reduce waste and
carbon emission so as to cater need of associated stakeholders effectively.
Moreover, focus can be laid on material used under fast fashion such as substitute of
leather by sung organic fiber. It would be effective to recycle the material for producing most
effective outfit to meet expectations of potential buyers. Furthermore, available of secondary
hand clothes also create issue for business as it create unemployment. However, the issue of
unemployment tend to lower down gross domestic product. At this juncture, example of Berlin,
the capital of Germany introduced effective approach for sustainable growth in the marketplace
with increased rate of return. Shuk-Wah Chung (2016) reflected that innovative designers are
approaches for introducing appropriate approaches to resolve issues which are being faced by
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unsustainable businesses operating under the same sector, Here, processes such as sustaintielles
minimum and fickle sense and anekdot as well as the upcycling fashion store.
Along with that sustainable purchasing habits are promoting by introducing effective
aspects and supporting consumers to follow the same. This proves to be effective to ensure
ethical conduct of business with increased rate of return. It can be critically evaluated that
garments production many times consists of ineffective practices such as use of dirty energy. It
directly focuses upon reducing increasing demand of cheap clothes which are availed under
fashion industry. Moreover, other effective actions can also be taken for the purpose of reducing
greenhouse gas emissions under the sector. It tends to increase rate of return and resolve
potential issues which are being faced by industry in the marketplace. At the same time,
awareness can be raised among public or consumers so as to promote healthy environment and
determine well being of society.
CONCLUSION
The aforementioned report concludes that ethical practices can be adopted by business for
accomplishing long as well as short term objectives in the marketplace, It would be appropriate
for corporation to increase sales turnover and retain buyers for longer time span. It can also be
said that currently varied kind of issues are being faced by fast fashion such as resources waster
from consumerism, higher pollution related to air and water. At the same time, issues regarding
earth pollution has also been faced due to disposing waster or unused clothes. In addition to this,
sustainability aspects is ensured by introducing ethical production practices under which
management shed light upon expectations of all related stakeholders and provide safe
environment to general community.
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REFERENCES
Journals and books
Bhardwaj, V. and Fairhurst, A., 2010. Fast fashion: response to changes in the fashion industry.
The International Review of Retail, Distribution and Consumer Research. 20(1). pp.165-
173.
Bianchi, C. and Birtwistle, G., 2012. Consumer clothing disposal behaviour: a comparative
study. International journal of consumer studies. 36(3). pp.335-341.
Cervellon, M.C. and Wernerfelt, A.S., 2012. Knowledge sharing among green fashion
communities online: Lessons for the sustainable supply chain. Journal of Fashion
Marketing and Management. 16(2). pp.176-192.
Chan, F.T. and Chan, H.K., 2010. An AHP model for selection of suppliers in the fast changing
fashion market. The International Journal of Advanced Manufacturing Technology. 51(9-
12). pp.1195-1207.
Goworek, H., 2011. Social and environmental sustainability in the clothing industry: a case
study of a fair trade retailer. Social Responsibility Journal. 7(1). pp.74-86.
Joy, A. and et. al., 2012. Fast fashion, sustainability, and the ethical appeal of luxury brands.
Fashion Theory. 16(3). pp.273-295.
Life-Cycle, A., 2012. Environmental impacts in the fashion industry. Textiles, Fashion and
Sustainability: A special theme issue of The Journal of Corporate Citizenship (Issue 45).
p.17.
Markkula, A. and Moisander, J., 2012. Discursive confusion over sustainable consumption: a
discursive perspective on the perplexity of marketplace knowledge. Journal of Consumer
Policy. 35(1). pp.105-125.
Niinimäki, K. and Hassi, L., 2011. Emerging design strategies in sustainable production and
consumption of textiles and clothing. Journal of Cleaner Production. 19(16). pp.1876-
1883.
Parsons, A.G., 2011. Atmosphere in fashion stores: do you need to change?. Journal of Fashion
Marketing and Management: An International Journal. 15(4). pp.428-445.
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Pookulangara, S. and Shephard, A., 2013. Slow fashion movement: Understanding consumer
perceptions—An exploratory study. Journal of retailing and consumer services. 20(2).
pp.200-206.
Shen, B. and et. al.,2012. The impact of ethical fashion on consumer purchase behavior. Journal
of Fashion Marketing and Management: An International Journal. 16(2). pp.234-245.
Stanforth, N. and Hauck, W., 2010. The effects of ethical framing on consumer price
perceptions. Journal of Fashion Marketing and Management: An International Journal.
14(4). pp.615-623.
Online
Environment. 2016. [Online]. Available through:
<http://www.npr.org/2016/04/08/473513620/what-happens-when-fashion-becomes-fast-
disposable-and-cheap>. [Accessed on 19th December 2016].
Lejeune, T., 2016. Fast Fashion: Can It Be Sustainable?. [Online]. Available through:
<http://source.ethicalfashionforum.com/article/fast-fashion-can-it-be-sustainable>.
[Accessed on 19th December 2016].
Chung, S. W., 2016. [Online]. Available through:
<http://www.greenpeace.org/international/en/news/Blogs/makingwaves/fast-fashion-
drowning-world-fashion-revolution/blog/56222/>. [Accessed on 19th December 2016].
The Ethics of Fast Fashion: H&M and Zara. 2016. [Online]. Available through:
<http://goodonyou.org.au/the-ethics-of-fast-fashion-hm-and-zara/>. [Accessed on 19th
December 2016].
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