Sustainable Fashion and Business Decision-Making at Cotton On

This report provides an analysis of the sustainable fashion practices of the Cotton On Group, a major Australian fashion retailer. The report begins with an introduction to sustainable fashion and its importance, followed by a description of the Cotton On Group and its brands. It then analyzes the company's challenges, particularly the need to improve its online presence and customer experience. The report applies a decision-making model to address these issues, focusing on defining the problem, establishing criteria, and proposing solutions, such as enhancing online delivery systems to improve its presence in the fashion retail industry. The report concludes by emphasizing the importance of online delivery in addressing the company's challenges and includes a list of relevant references.

SUSTAINABLE FASHION ANALYSIS

Introduction
Sustainable fashion is mainly a process or movement to
foster change to the fashion products and fashion system
based on social justice and ecological integrity.
Sustainability in fashion is mainly related to addressing
the concerns that are related to the fashion products or
textile based items. This also comprises of the entire
system based fashion products that are developed by the
organization (Bals, Kirchoff & Foerstl, 2016).

Description of the company
Cotton On Group is the biggest retailer of fashion
clothing based accessories and stationery that had
started its operations in Australia. Cotton On operates
more than 1400 stores that is able to employ 22000
members on a global basis. Cotton On is fashion
retailer that was born in Australia and operates around
eight brand including, Cotton On, Cotton On Body,
Rubi, Typo, Cotton On LOST, Supre, Factorie, Cotton On
Kids (Cottonongroup.com.au. 2019).

Analysis of the problem based
on decision making model
Cotton On Group Australia has developed its
operations in Australia with the help of proper
collaboration that is formed with the local
communities. The company has implemented the
process of ethical sourcing of the raw materials in
order to gain the raw materials that are required for
development of various products. The customers have
always been provided with the latest trends based on
their demands and requirements and changes that
take place in external environment as well.

Analysis of the problem based
on decision making model
continued ….
The main concern that was the development of a
purchase funnel that is mainly focussed on the
experience that is provided by the website. The
demands of customers have started changing fast due
to the advent of online retail operations of
organizations like Amazon. The requirement of Cotton
On Group to gain its position in the online retail
operations is quite high (Govindan et al., 2015).

Solution provided to the issues
that occurred in business
situationThe steps of decision making model have been used by the members of
the group in order to develop a solution to the issues that are faced by
Cotton On Group. The DECIDE model can be used in the following way to
form a solution to the problem.
 D – Defining the problem – The problem that is currently being
faced by the Cotton On Group is mainly based on the lack of online
presence of the organization and reduction of the customer base.
 E – Establishing the criteria – The criteria of issue that relates to
the development of decision is based on improvement of revenues of
the organization and developing an online presence as well (Li, Kou &
Peng, 2016).

Conclusion
The report can be concluded by stating the
Cotton On Group can solve the issue that it
faces in the operations with the support that is
provided by the online delivery system. Online
delivery can improve the presence of the firm
in the fashion retail industry.

References
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making process: toward an agenda for future research. Operations Management Research, 9(3-
4), 102-116.
 Cottonongroup.com.au. (2019). OUR VALUES - Cotton on Group. Retrieved 20 August 2019, from
https://cottonongroup.com.au/who-we-are/
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Production, 98, 66-83.
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