Analysis of fast fashion industry with respect to sustainability

The objective of the project work is to qualitatively analyse the sustainability initiatives in the Fast Fashion industry and subsequently proposing possible improvements to make the Fast Fashion business more sustainable. Zara and H&M are recurring companies which we discussed often in our analysis since these two companies are most significant players in the industry and apply very different approaches towards their business. Both these companies found place in top 50 ranking of Interbrand’s Best Global Green Brand 2014 report. Zara is the company which is studied time and again in detail due to their efficiency in supply chain. On the other hand collecting information about know hows of the processes of H&M’s business is very difficult. But, at the same time, it is the only company which has disclosed the list of all its suppliers. Firstly, a brief analysis of the business operations of these two companies has been employed. The sustainability initiatives taken by these companies are discussed in detail. A concept of Gap is used to measure how the companies are perceived by general public in their sustainability initiatives. Our proposal of possible improvements is based on the theme that Sustainable Fashion should include life cycle approach, which takes into account all phases: design, manufacturing, logistics, retail, use and disposal. The role of new technologies is discussed in the end. Apparel industry, in particular fast fashion brands are increasingly going through public scrutiny due to the abusive nature of their supply chain. Not only the industry has difficult relationship with Environmental sustainabilty but also with poor work conditions in the developing world. The 2013 Rana Plaza collapse in Bangladesh in which the death toll reached 1130 is considered the deadliest garment factory incident in history. However, for now our work considers only the sustainability part of problem with the Fast Fashion Industry.