Master Project: Addressing Fast Fashion Problems with Market Analysis

This project report delves into the problems associated with the fast fashion industry, including excessive water usage, plastic microfibers, overconsumption of clothing, and the use of viscose. It proposes solutions such as using sustainable fashion brands, thrifting, reducing clothing purchases, recycling and repairing clothes, and promoting rental services, especially within the Indian market. The report includes a portfolio overview of a hypothetical company, Look Book, which offers rental services. It also features a market analysis using SWOT and PESTEL frameworks, exploring the strengths, weaknesses, opportunities, and threats within the Indian fashion market, as well as political, economic, social, technological, environmental, and legal factors impacting the industry. Finally, it touches upon marketing campaign ideas for launching a fashion rental service.

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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environmental damage and in order to deal with different solutions to be adopted. Explanation of
some of these solutions available for dealing with problems that occur due to the fast fashion
industry are mentioned below:
Using sustainable fashion brands: There are different types of sustainable fashion brands
which is to be used by people as it allows to control the fashion. These sustainable fashion
brands are offering clothes that easily end up without causing much pollution. It is also using
sustainable practices for a purpose of production which helps to control the negative impact of
the production of clothing on people and the environment (Hoppe, 2019).
Thrifting: It is a shopping of products that are gently used at a discounted price. It provides a
solution to increasing the consumption of clothing. It is a solution that allows people to use used
clothes and allow them to consume for more time. It will decrease the demand of new clothes
and also reduces pressure on the environment.
Not buying much clothing: In order to reduce the negative impact of the fast fashion industry, it
is important for people to not buy many clothes. People need to buy clothes according to their
requirements not according to fashion trends as it will increase the consumption of clothing
which results in a negative impact on the environment.
Recycle repairs: It is also important for purpose of avoiding negative impact on the environment
of the fashion industry. In this, companies can recycle and repair old products in order to make it
new clothes. It will also fulfil the requirement of customers to wear clothes according to fashion
trends.
Rent: It is also one of the effective ways to avoid the consumption of clothing among people. In
this, people can rent out different types of clothing products, they want to purchase. It is
important for them in order to avoid wastage of clothes and also to avoid landfilling of the
clothes (Jain and Gandhi, 2021).
Rental services of Fashion in the Indian Market
Rental services in the Indian market is one of the great opportunities as in India, people wear
traditional clothes on different occasions like festivals, weddings, celebrations and other events.
These clothes can be worn by only a few times and cannot be used after it. In order to avoid such
problems, rental services are one of the best ideas which will best suit to Indian Market. It allows
people to rent an outfit for fewer prices and they do not need to throw it as a business can rent
these outfits to other people as well.
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Portfolio
Look Book is one of the organisation which is offering different products to its consumer. It is an
organisation which is offering different style look to its consumer which helps them to consider
these looks while renting clothes.
Why resell and regret when your clothes come back in trend?
Look book co is one of the organisations which is providing a solution to a problem related to
resell and regret. If a person resells their products to consumers and things came in trend then it
will make a person guilty (Jain and Mishra, 2020).
Get paid for lending them!
In order to overcome such a problem, a person can lend it to others which as on basis of it, the
consumer itself can earn money by lending it to other consumers. Other consumers will also get
benefit from it as it provides them the advantage of taking the product at rent.
Look Bank allows you to rent or lend you outfits, accessories and anything that’s fashion
related. The one-stop bank for your fashion request
LOOK bank is one of the businesses which provide an opportunity to businesses to rent out their
clothes, accessories and other things related to fashion to rent to other people. It is a platform that
will satisfy the requests of people related to fashion (Jha, 2021).
Market analysis
SWOT:
SWOT analysis is one of the tools which is used by businesses in order to analyse the market in
which they are offering their products and services. In order to offer rental services for clothing
in India, a business first needs to analyse the Indian Fashion market. SWOT is a tool that assists
businesses to identify different strengths, weaknesses, opportunities and threats for business. It is
also important for businesses as it assists them for the purpose of taking advantage of
opportunities and developing strategies for overcoming of threats. Explanation of SWOT
analysis for Indian Fashion Market is mentioned below:
Strength Weakness
 Indian fashion market is one of the
markets which is full of cultural
diversity as well as rich heritage. It
provides good inspiration for purpose
 There is more specialisation over cotton
in the Indian market. In India, people
do not prefer synthetic products as
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of designers and also people love to
buy new clothes on every new
occasion.
 There is an increase in the income level
of people in India due to which there is
also an increase in growth and
urbanisation of people who are
purchasing things which will drive the
domestic demand (Kothari and Abbas,
2020).
 There is cheap labour and also strong
entrepreneurial skills which are
considered the backbone of the Indian
textile industry
these are more expensive.
 In India, people do not prefer to wear
other clothes as it is against social and
cultural beliefs.
 There is a lack of modernisation in the
Indian market due to people not using
technology.
Opportunity Threat
 There is a growth of 3 to 4% in the
world textile industry which helps them
to reach to $200 to $210 billion in the
year 2010.
 There is the growth of regional trade
blocs among bilateral agreements
among different participating countries.
 Indian market is increasingly attracted
towards fashion due to this people want
new clothes for different occasions.
 There is an increase in the seasons as
the consumer wants different clothes
for different seasons which will result
in a shortening of the fashion cycle
(Kumar, 2019).
 There are changes in the formation of
different trading blocs all over the
world. There is also the existence of
different bilateral agreements which
also result in an advantage for Indian
Exports.
 PESTEL
PESTEL analysis is a tool that is used by businesses for purpose of identification of different
factors which create impact threats and opportunities for the business. These factors include
regulation of government, inflation rate, the influence of cultural factors, advancement of
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technology, laws and legislation and environmental consideration. Explanation of PESTEL
analysis in context to Indian Fashion market is mentioned below:
Political factors: It is one of the factors which considers different types of rules and regulations
for purpose of different businesses. The government of India is encouraging its textile industry as
it provides employment to different people who are living in that country (Mayer, 2018). The
business of starting rental garments in India is encouraged by Government as it helps them to
overcome the problem of reducing garment wastage. The government of India is motivating
different foreign businesses in their country as it will help their people to earn money.
Economic factors: It is also a factor that creates an impact on the cost of the business. It
consists of interest rate, wages rate, the growth rate of the economy and other factors. There is
the availability of cheap labours in India which provide opportunities for business of rental
services of garments as it allows them to rent out an outfit at less prices. In India, the income of
people is also low due to which they will prefer to rent the dress in comparison to purchasing it
as it allows them to save the cost.
Social factors: It is a factor that consists of the beliefs and interests of people. In India, there
is a superstition among people to not wear the clothes of other people. People also do not prefer
to wear used clothes due to socio-cultural beliefs. It is a threat to the business of rental service of
the garment as which people do not prefer to rent out their clothes. There is increasing fashion
awareness among people of India as most of the young people are moving towards fashion
trends. It will provide an opportunity for the business of rental service of garments.
Technological factors: Technological advancement create opportunity for business as it will
increase the efficiency of business and also helps to decrease the cost incurred over the
production of products and service. In India, people are using technology for the purpose of
purchase of products which can be seen by viewing the increasing trend of online shopping
among consumers (Meyer and Höbermann, 2021). It provides an opportunity for the business of
rental service of garments as they can rent out dresses from the online medium. But the use of
technology also creates a threat for businesses as it will increase the problem of data breaching
and others.
Legal factors: Legal factors are also important factors that consider laws and legislation in
business. These factors include different types of laws like employment laws, health and safety
laws, minimum wages law and others. It is an industry that also follows different laws like
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inflation laws, taxation laws and export restrictions. It is essential for the business of rental
service of garments to consider these laws and regulations in business as it will create a positive
image of the company in minds of consumers.
Environmental factors: It is one of the important factors that consist of different types of
environmental considerations like pollution, corporate social responsibility, environmental
regulation and other factors. The garment industry is causing different types of pollution to the
environment as there is an increasing demand of clothing among people (Mishra, Jain and
Malhotra, 2020). It will increase the number of clothing available to people. in order to end up
this clothing, people need to landfill it. It will cause different types of damage to the
environment. Carryout the business of rental service of garments provides an opportunity for a
country to control the pollution level.
From above mentioned discussion, it can be interpreted that PESTEL analysis is one of the
important analysis which can be used for the business of rental services of garments. There are
some factors that create opportunities for this business like the increasing trend of online
shopping, government support to businesses, lower labour rate and other. There are some other
factors that create threats to a business like the superstitious belief of people for using other
clothes and other factors.
Questionnaire
1. What country are you from?
( ) India
(✓) UK
( ) USA
2. Do you know of any rental fashion services or what they are? If yes, have you used them
before?
( ) No
(✓) Yes, but I never used them.
( ) Yes, I have tried too
3. Do you know that most big brands are fast-fashion chains and cause environmental
damage?
( ) Yes
(✓) No
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4. Where do you usually shop from? (Luxe brands, Zara, H&M, thrift stores, Instagram,
local shops, Myntra, etc. Name a few where you go regularly.)
I usually shop from H&M and Zara. I also prefer to buy things from Myntra.
5. How often do you buy new clothes or find yourself drawn to new trends?
(✓) Pretty frequently
( ) Every other week
( ) Once a month
( ) rarely, I only shop when I need to
( ) it fluctuate
6. How much do you spend on every shopping spree? (GBP 1 = USD 1.20 $ / Rs. 95.55 )
( ) Less than Rs. 2000/GBP 20 / $24
(✓) around Rs. 5000/ GBP 50/ $60
( ) More than Rs. 10,000/ GBP 100/ $ 120
7. If you could rent outfits for special occasions like parties, weddings, events, vacations.
Would you do it?
(✓) Yes
( ) No
( ) Maybe
8. If you think you will never consider renting can you share why?
If I will never consider renting then the reason behind it that I cannot keep that cloth to me and I
do not wear it again in future.
9. How much are you willing to pay for rental clothes, accessories, etc?
I will be ready to pay around one-fourth to half of the amount of the dress.
10. Would you prefer thrifting, renting or buying new?
( ) Thrift shopping
(✓) Rental
( ) Buying new
11. If you found a helpful company that is trust worthy, pocket friendly and sustainable will
you be open to try it?
(✓) Yes
( ) No
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( ) Maybe
12. Do you think supporting sustainable fashion choices is important?
(✓) Yes
( ) No
( ) Maybe
Finding
This business is sustainable for the Indian market as there are different things that can be
identified in fashion industry that create opportunities for the business whereas some component
creates a threat to the business. Some of the findings of the fast fashion industry include that it is
a growing industry as there is an increasing demand for of clothing among people. People are
increasingly purchasing a number of clothes under in the influence of fashion trends and
increasing trends of social media (Nicola and Anees, 2020). It will increase the number of
clothes for people that create environmental issues. Some of the environmental issues related to
the fast fashion industry is an increase in clothes which can be ended up by landfilling. It causes
pollution in the environment and also releases toxic gases in the environment. The production
process of clothes also causes pollution in the environment as it releases wastewater into the
ocean.
This business will be profitable in the market as the fast fashion industry is one of the growing
industries that provides an opportunity for people. In order to take advantage of the increasing
interest of people in fashionable clothes and their interest in not to repeat clothes create an
opportunity for rental services. Offering rental services in India provides a different opportunity
for businesses (Philip, Anian and Raja, 2020). There is increasing awareness among the
government of environmental issues. The government of a country is also concerned about the
purpose of pollution incurred to the production of clothes and also end up of clothes. In order to
overcome of it, the government is providing support to this business. There is a technological
advancement that also provides the opportunity to the business of rental service in India.
Businesses can use online platforms for purpose of offering their clothes for rent. Increasing
environmental awareness is also essential for businesses as it provides an opportunity for the
rental service of clothing. It helps them for the purpose of taking advantage of higher demand in
business.
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Indian customers are willing to provide support to sustainable fashion choices as in India, people
wear traditional clothes at different festivals and family events. In order to attend all these
events, people want to wear heavy traditional clothes. In India, the income of people is low and
in order to manage clothes, people need to take garments for rent. It provides an opportunity for
people to take clothes in less amount and also provides an opportunity for a clothing company to
earn money by giving the same garments to different people (Sandhu, 2020). In India, people
want different and variety of clothes but still due to less income, they will prefer to rent
sustainable fashion choices. There is also increasing environmental awareness which also
motivates people of India to adopt the sustainable choice of clothes.
Market campaign
A marketing campaign can be described as a campaign which is promoting production with
different media like radio, television, print, radio and other platforms. This marketing campaign
is not dependent on the advertisement and also includes different methods like video conferences
as well as interactive techniques (Verma, Kumar and Yadav, 2018). It is essential for businesses
to develop marketing campaigns as it helps them to increase awareness of products and services
of consumers. It is also important as it also helps businesses for purpose of sharing the message
of the business, the advantage of products, its features and other things to consumers. Different
tools can be used by businesses for purpose of promoting of rental services for clothes among
consumers. Explanations of some of these tools with which businesses can tie up are mentioned
below:
Influencer: In today’s time, there is increasing trends of social media as most of the people are
using these platforms. There are different people are there on these social media platforms which
create influence over people (Sharma, 2020). These influencers will help businesses for purpose
of promoting rent services for clothing. It is important for businesses as it allows them for
purpose of reaching the awareness of different companies which are offering clothes for rent.
These influencers also promote trends among consumers for taking clothes on rent and also can
promote different benefits a consumer can get on basis of getting a dress on rent.
Youtubers: These people are making videos for purpose of uploading it on Youtube. It helps
them to entertain people and earn money from these platforms. Businesses, in order to promote
rent services for clothing, can use YouTubers who can promote the brand of the company. It also
helps consumers to know which are the best companies for purpose of getting clothes on rent.
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