Report on a Fashion Brand: Circular Economy and Sustainability

This report examines the circular economy and sustainable business initiatives within the fashion industry, focusing on Marks and Spencer. It begins by introducing the concept of the circular economy and its relationship to sustainable business, followed by an overview of M&S and its contributions. The report then evaluates M&S's current business practices against the Sustainable Fashion Blueprint 2018, analyzing aspects such as recycling, giving back, extending product life, resource management, supply chain transformation, and pushing boundaries. It delves into the principles of the circular economy, including preserving natural capital, optimizing resource yield, and fostering system effectiveness. The analysis considers the impact of the butterfly effect theory and the interconnectedness of the circular economy and sustainable business initiatives. The report highlights M&S's historical context, its role in the fashion industry, and its efforts to adapt to changing market trends, providing a comprehensive assessment of its sustainability efforts.

REPORT OF ANY
FASHION BRAND

Table of Contents
INTRODUCTION...........................................................................................................................1
A. Introduction of the Circular economy...............................................................................1
B). Relationship between circular economy and sustainable business initiative. .................3
C) Introduction of the chosen brand and its contribution to the fashion industry..................4
D). Evaluate the current business practices of your chosen brand based on the Sustainable
Business Initiatives in Section III of the Sustainable Fashion Blueprint 2018......................5
CONCLUSION................................................................................................................................7
RECOMMENDATIONS.................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Sustainable fashion refers to taking corrective actions for maintaining proper balance in
the internal and external environment of the organisation. Sustainability in the fashion can be
attained by managing the available resources in the best possible manner. So sustainable fashion
means renewable of the available resources and reducing the wastage. With the motive of
achieving a desirable position in the market. It is generally concerned with both environmental
and socio economic aspects. It involves the production and disposal of the wastage in the
sustainable manner which means the welfare of the environment also needs to be taken into
consideration by the firms in the fashion industry(De Pauw and et. al., 2014). The major motive
of sustainable fashion is to leave a positive impact on the external environment of the business.
There were three major reasons for the introducing the Positive strategy which are- maintaining
sustainability, focusing on diversity and equality among the individuals and supporting
craftsmanship and community. The major motive behind introducing these strategy was to
achieve the organisational goals in the effective and efficient manner. The sustainable fashion
blue print focuses on six business models which can be used by various brands in helping the
environment so that social strategies can be adopted. The six points included in the SFB include-
giving back, extending the life of the product, winding up the loop, managing the resources ,
elimination of the waste and pushing the boundaries. All these factors of SFB helped in the
policy formulation and regulation.
A. Introduction of the Circular economy.
The circular economy is concerned with reduction in the waste generated by the firms
and using the resources in the best possible manner. It is related with three major concepts which
are make the product, use it in the appropriate manner and than the disposable of the final
product. By doing this full utilization of the resources can be done. The products can also be
regenerated and the use of raw materials can be done in the optimum manner. Circular economy
has its own importance. As it will help in the reducing the waste, lead to increase in the
competitiveness in the economy of UK, future issues and problems and be handled in the
efficient manner, etc. The circular economy not only focuses on the growth of the organisation
but will also lead to achievement of various societal benefits(Geissdoerfer and et. al., 2017). As
it will help in rebuilding and managing the overall health of the system. The objective of circular
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economy is to make use of the products and resources to its maximum utility and value. The
circular economy is is majorly governed by the three principles. The principles of circular
economy are mentioned below-
 The very first principle of circular economy says that natural capital can be preserved and
enhanced. This motive can be achieved by effectively managing the resources and
controlling the renewable resources. Natural capital can be increased with the help of
nutrient flow. This principle of circular economy can be basically used to prevent the
misuse of the resources. If the fashion brands focuses on reducing the misuse of the
resources than the organisational objectives will be easily achieved in the effective and
efficient manner.
 Second principle deals about the optimization of the yield resource. This means the raw
materials, products and its components can be used in its highest utility. The whole
system can be designed in a more accurate manner as compared to designing the
individual component. With the help of this principle the fashion brand will be able to
achieve the competitive advantage in the best possible manner. Using this principle best
use of the available resources can be done by the various organisations and the objectives
of the individuals can be achieved(Ghisellini, Cialani and Ulgiati, 2016).
 The last principle of circular system focuses on fostering the effectiveness of the system.
This principle can be achieved by reducing the negative impacts of production and
design. The negative impacts includes- improper usage of the natural resources and
improper of coordination of the organisational activities. Fashion brands can focus on
eliminating or reducing the negative impacts in the best possible manner . The internal
and external environment of the M&S can be managed. And the plans for the future
course of action can be made by using these principles of the circular economy.
There are also some theories from which the circular economy is emerged. Some among these
theories are discussed below-
Butterfly effect theory- It is one of the best theory of circular economy. According to this
theory each and every activity done by the fashion brands will have a negative as well positive
impact on the working of the organisation. The internal and external environment of the firm can
be designed and formulated in the sequential and appropriate manner. With the help of this
theory the chances risk of uncertainty in the fashion industry can be reduced. This is because the
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needs and preferences of the customers in the fashion keeps on changing. The M&S will also be
able to increase its profitability by using the theory of circular economy(Goswami,2015).
B). Relationship between circular economy and sustainable business initiative.
Sustainable business initiative is helping the business community in facing the challenges
and issues. With the help of this M&S will be able to create and implement proper strategies for
the management and its operations. There are various issues of sustainable business initiative
with lead to improper functioning of the organisation. One f the biggest issue is there is high
level of risk and uncertainty present in the sustainable business environment. Due to this issue
organisations are unable to capture large market. Each and every issue of the business
sustainability business initiative is inter- related to each other. This means due to one issue
various other problems are also caused. As various plans for the development of the organisation
can carried on by the manger of the M&S. The cultural economy and sustainable business
initiative is inter- connected and interrelated with each other. Any change in one of the factor of
business initiative of the fashion blueprint 2018 will directly impact the circular economy. The
III of the sustainable fashion blueprint mainly consist of six major aspects which help in the
proper formulation and functioning of the Circular economy. The six major points of the same
are discussed below-
Recycling- under this aspect the recycling principles of the circular economy is applied
in the sequential manner. This is generally done after analysing the various aspects of the circular
economy. As any change in the economy will lead to change in the recycling and principles of
the circular economy.
Giving back- This is concerned with building such a business which is able to fulfil the
needs and demands of the customers of M&S. It also involves taking initiative for the social
responsibility. So that the business of M&S is able to grow and perform well in the market.
Extending life- According to this it is very much necessary to make the apparel which
will help in testing the time and the objectives achieved within the specified time period. The
goals can be achieved in the best possible manner by using the circular economy(Huang and et.
al., 2015I).
Managing resources- The use of resources must be optimally done by M&S. The
resources can include the employees of M&S and also the natural resources. The employees of
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M&S needs to be properly motivated by the so that work can be extracted from them and plans
for the future can be made by managing the resources properly.
Revamping supply- The supply chain can be transformed to get the best output form the
resources. This can be done to enhance the procedure of supply chain so that problems and issues
can be eliminated.
Pushing boundaries- The plans for the future course of action can be made by M&S.
Latest technology can be used by the organisation by using the sustainable business initiative and
the circular economy.
C) Introduction of the chosen brand and its contribution to the fashion industry.
Marks and Spencer is one of the well-known and leading fashion brand of UK. They
operate their business under different sector like food, home and clothing etc. From its initial
stage company always served their customer which result that have a leading position in fashion
industry which create a premium goodwill of M&C in market. So Marks and Spencer use
marketing to retain their employees for a longer period. They understand the need of a customer
and then started their production which work as a most effective and efficient tool for every
business to increase their sell(Rahman and et. al., 2014).
In 2018 when market place for clothing was started to decline by 1.5% this impact that their last
three quarter sell was started to fell because of change in trend and different perception of
customer but however M&S responded towards it by launching new and styled clothes for all
plus size customer.
History- Marks and Spencer started their business as a penny bazaar in 1884 with a food
and cloth store. Michael who is founder of company was a Jewish citizen who came to Britain in
1880 and started to work as a hawker. After that he opened a market stall. In 1903 Tom and
Mark deal for a partnership deed and then Marks and Spencer company is established. They are
the first who introduce 'avocado pears' in 1968. M&S had a long past to expand their business
internationally like by joint venture, subsidiaries Etc. in 1990 M&C suffered sluggish sale, less-
profits so after that they applied different model for expand as per preference of each country.
This would result in more growth in 2002 for expanding their stores in all over the
world(Rossiter and Smith, 2018).
Contribution in fashion industry- As one of giant fashion icon of United Kingdom
selling their own brand, under name of M&S. They made a Significant contribution to the
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fashion industry in the 20th century like quality and comfort clothes. At the end of 1990,
company had a turnover of 8.2 billion only in its clothes industry with a number of 300 stores
only in Britain. As a new year company also create a new team in which they are focus on more
on women and appeal them all this result that woman of all age are target by M&S. Each
customer is satisfy now because clothes are available for all girls either pretty and sporty or
classic. This move help the company at increase in sell of clothes by 2%. M&S also approach a
direct relationship with UK cloth manufacture and reduce the mediator or whole-seller. They
also establish a laboratory to improve design and quality of their clothes. So M&S approach a
direct relationship with UK cloth manufacture and reduce the mediator or whole-seller. They
also establish a laboratory to improve design and quality of their clothes.
D). Evaluate the current business practices of your chosen brand based on the Sustainable
Business Initiatives in Section III of the Sustainable Fashion Blueprint 2018.
Section 3 of the sustainable fashion blueprint 2018 states the sustainable business
initiatives which should be essentially followed by the firms in order to sustain in the market for
a long period of time. These business initiatives are must for any firm in order to smoothly run
their business operations in the market(Shen and et. al., 2014). These initiatives are for the
sustainability of business firms are discussed below in the context of Marks and Spencer:
Recycling: This initiative is used for applying the principles of circular economy and
recycling for extracting the value from the discarded products, reducing the waste in the
operations of firm and for avoiding the unnecessary consumption of natural resources. The
company Marks & Spencer also known as M&S is a fashion firm who has launched a new
practice for sustaining in the market and to reduce their waste(slam and Rahman, 2016).
Through this practice, the stores of M&S will take back the old clothes manufactured or sold by
the firm for one day in a year with the help of Oxfam in order to recycle these old products
(M&S staff champion sustainability, 2019)
Giving back: This initiatives usually has two missions which are to make the business
more successful as well as to commit towards a social mission. The social mission can be
incorporated at the heart or core of the firm or it can be external commitment made by the
company. M&S also desires to improve the performance and productivity of their business as
well as to raise the living standard of people from the products and services of the company
which are provided to the customers. Company is providing their good quality based products to
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the customer for meeting their demand and to ensure their customer satisfaction(Jung Jung and
et. al., 2014).
Extending life: This initiatives assists the firm in actively supporting and encouraging the
customers to extend the lifespan of their clothes by taking appropriate care. M&S provides the
instructions for washing on their clothes so that the customers can use the safety measures while
washing or iron the clothes so that the clothes can stay good for more period of time. Through
this, the customers can stay aware about the procedure for handling the clothes properly during
the washing which will also improve the brand image if the clothes will sustain for a long period
of time.
Managing resources: This initiative is focused on meeting the demand of the market and
customers without affecting the environment or nature during the operations of the company.
This initiative also support the firm in maximizing the ethical practices. M&S is using the energy
efficient technological devices in their stores so that the energy can be saved for future
generation(Kudlak and et. al., 2015). The firm is sourcing sustainable packaging from Sweden
and working with fish suppliers and conservationists on marine stewardship. Company is also
collaborating with food suppliers on sustainable water use in Kenya, setting up eco-factories in
the UK etc. for protecting the environment. Through this, the brand image of the firm will
improve in the market (doing the right thing leads to change, 2016)
Revamping supply: This initiative helps the organisation in redefining the ways for
producing, consuming or distributing the clothes at the core of a business’s operations. The
company has implemented new technological machines in their business operations along with
the techniques such as lean manufacturing, TQM etc. Through these techniques and machinery,
the quality of the products will improve along with the reduction in waste. The company is also
investing in their supply chain for distributing the products in proper manner without any
problems(Taylor and Costello, 2017).
Pushing boundaries: This initiative states that the firms needs to improve their products
and services on a regular basis for sustaining in the market. M&S is using the techniques such as
market research, new materials etc. for improving their products continuously. Further the firm is
planning to implement Block chain technology in their supply chain, Big data, AI etc. so that the
needs and trends of the customers can be identified along with the transparency in the supply
chain(Parrott, Danbury and Kanthavanich, 2015).
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Through these practices, M&S is estimating that the each products of the company should
have a unique feature which will help the company in sustaining in the market for a long period
of time.
CONCLUSION
From the above study it has been concluded that sustainability can easily be achieved by
the organisation if the plans and procedures are planned in the effective and efficient manner.
Various theories and principles can be applied by the organisation to achieve maximum
sustainability. As this will directly help in increasing the growth and profitability of the fashion
brands. The fashion industry involves high degree of risk and uncertainty so it will no be a easy
task for the organisations to achieve sustainability. Degree of risk in the organisation can be
decreased by knowing the competitors strategy. This because with the help of this better plans
can be made and work will be managed in the systematic manner. Analysing various things will
result in better planning and policy formulation for the fashion brands. The blue print also helps
in providing a good and sustainable framework for various fashion organisations. As the blue
print will give the idea about the future action plan. The principles of the circular economy can
be used in the coordinated manner to get the maximum outcome. If this principles are not used in
the coordinated manner than the fashion brands might suffer loss and the organisation will not be
able to satisfy the changing needs and demands of the customers. So if the fashion organisation
wants to achieve their desired goals and objectives than circular economy can be used.
RECOMMENDATIONS
The recommendations which can be given is if the fashion brands wants to achieve their
goals in the long run than the concepts for circular economy can be used. As this concepts and
theories will help M&S in attracting more and more customers. The management of M&S needs
to plan and improve the working structure of the organisation. This will help in managing the
internal and external environment of the organisation. The blueprint initiatives can directly lead
to the growth of the fashion industry and also various firms. If the internal and external
environment of the organisation is managed properly than long and short term goals of various
fashion brands will be achieved. Blue print initiative will guide the organisation for deciding
what is to be done and how the goals will be achieved.
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REFERENCES
Books and journals
De Pauw, I. C., and et. al., 2014. Comparing Biomimicry and Cradle to Cradle with Ecodesign: a
case study of student design projects. Journal of Cleaner Production. 78. pp.174-183.
Geissdoerfer, M., and et. al., 2017. The Circular Economy–A new sustainability paradigm?.
Journal of cleaner production. 143. pp.757-768.
Ghisellini, P., Cialani, C. and Ulgiati, S., 2016. A review on circular economy: the expected
transition to a balanced interplay of environmental and economic systems. Journal of
Cleaner production. 114. pp.11-32.
Goswami, S., 2015. A study on the online branding strategies of Indian fashion retail stores. IUP
Journal of Brand Management. 12(1). p.45.
Huang, R., and et. al., 2015. The impact of brand experiences on brand resonance in multi-
channel fashion retailing. Journal of Research in Interactive Marketing. 9(2). pp.129-
147.
Islam, J. U. and Rahman, Z., 2016. Examining the effects of brand love and brand image on
customer engagement: An empirical study of fashion apparel brands. Journal of Global
Fashion Marketing. 7(1). pp.45-59.
Jung Jung, H., and et. al., 2014. Impacts of country images on luxury fashion brand: facilitating
with the brand resonance model. Journal of Fashion Marketing and Management. 18(2).
pp.187-205.
Kudlak, R., and et. al., 2015. Quo Vadis Responsible Fashion? Contingencies and Trends
Influencing Sustainable Business Models in the Wearing Apparel Sector. Journal of
Corporate Citizenship. (57). pp.33-54.
Parrott, G., Danbury, A. and Kanthavanich, P., 2015. Online behaviour of luxury fashion brand
advocates. Journal of Fashion Marketing and Management. 19(4). pp.360-383.
Rahman, S. U., and et. al., 2014. Consumers' adoption of apparel fashion: the role of
innovativeness, involvement, and social values. International Journal of Marketing
Studies. 6(3). p.49.
Rossiter, W. and Smith, D. J., 2018. Green innovation and the development of sustainable
communities: The case of Blueprint Regeneration’s Trent Basin development. The
International Journal of Entrepreneurship and Innovation. 19(1). pp.21-32.
Shen, B., and et. al., 2014. Perception of fashion sustainability in online community. The
Journal of the textile institute. 105(9). pp.971-979.
Taylor, C. R. and Costello, J. P., 2017. What do we know about fashion advertising? A review of
the literature and suggested research directions. Journal of Global Fashion Marketing.
8(1). pp.1-20.
Online:
Sustainable Fashion Blueprint Report 2018. [Online]. Available through:
<http://www.technofashionworld.com/sustainable-fashion-blueprint-report-2018/>.
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