Green Initiative as a Solution for Local Brands to Win Back Customers - Assignment Example

Sustainability Name Instructor Course Sustainability Introduction In Australia, most of the major clothing companies can be said to be a work in progress in the sustainability area (Wang et al., 2012). This is more so in the phase of production, but also in the user level well with the aim of encouraging them to enhance their recycling and reuse. Therefore, for a clothing company to grow and become competitive in the international market, there is the need to embrace the aspect of sustainability (Wang et al., 2012). In doing this, especially in Australian fashion companies will need to develop and implement some strategic options which will make them as competitive as other fashion brands in the international markets. Following this, the paper will support the fact the ‘green’ initiative is the solution for the local brands in Australia to win back their customers as well as manage to be competitive in the global market. In doing this, the paper will also discuss the strategic options for this ‘green’ initiative including the specific sustainable business practices as well. Question 2: Is ‘green’ initiative a solution for local brands to win back customers and compete against major international competitors? The ‘green’ initiative leads to the reduction in costs. In the process of production for these fashion brands, the reduction in utility costs can be achieved through making use of the technologies which are less wasteful and are energy-efficient as well (Caniato et al., 2012). Practically, for example, these companies may have regular inspections of their production machinery and equipment to ensure that they are efficient and reduce wastage in the process because of inefficiencies (Caniato et al., 2012). Also, using renewable sources of energy like wind and solar is also helpful in reducing these costs. When these local brands reduce their utility costs in this significant manner, it will be increasing their profits in the same way. The growth in earnings is what will oversee them having the ability to expand their operations and going global because of being sustainable (Caniato et al., 2012). ‘Green’ initiative leads to the attraction of new customers as well as the increase in sales (Gardetti and Torres, 2013). It is evident that sustainable and green business practices have the ability to make a local company becomes more marketable and in the end become very competitive even in the global markets. Currently, consumers are continuously becoming more and more environmentally conscious (Gardetti and Torres, 2013). For example, when a local fashion brand decides to highlight their ‘green’ initiatives in public it will help them in attracting a significant customer base which will, in the end, lead to an increase in sales. In the same light, social media and technology have also played a major role in enabling the customers to publicly and easily either criticize or promote the fashion brands for their embracing of ‘green’ initiatives or their failure to do the same (Gardetti and Torres, 2013). Therefore, as environmental consciousness continues to grow, so does the customers who are demanding for these green services and products grow as well as the Green Business Bureau reports (Gardetti and Torres, 2013). Following the growing consciousness, the market share for the fashion products that have gone green has been growing significantly even in the global market. Attracting new customers, increasing sales, and ultimately increasing the profits will easily enable the local brands to be competitive even globally through attracting new customers and higher profits. The public image and the societal impact of a company can also make a significant difference in the way a company markets itself as well as strives to make a name for itself even in the global market (Fletcher, 2012). For example, when a local brand, in its production stages, implements the changes and goes ‘green,’ it will reduce the amount of pollution in the environment. This means that even the future generations will benefit from this clean environment hence leading to a significant societal impact. Promoting the environmental contributions in the media through press releases can also help in attracting the attention of the potential consumers and consequently boosting sales (Fletcher, 2012). These ‘green’ initiatives can also be included in advertisements, packaging, and the marketing materials so that they can appeal to the customers who opt for the green products. Through doing this, the local brands will manage to attract new customers because of an enhanced public image, and through effective advertising, it will manage to expand and be known even in the international markets (Fletcher, 2012). ‘Green’ and sustainability improvements usually entail a collaborative effort of all the staff members in a company (Fletcher, 2013). For a given local fashion brand, for example, when the staff members work together with the aim of identifying and implementing sustainable and ‘green’ initiatives, then it tends to foster a teamwork culture as well as that of continuous improvement which is essential to the overall productivity of the brand (Fletcher, 2013). The employees usually work even harder when they feel engaged in this manner and develop a sense of commitment to achieving the goals of the company. Additionally, when the importance of the changes towards the ‘green’ technology is communicated internally, the corporate culture for the manufacturers will also be modified towards going ‘green’ as well. In the same light, sustainability ignites innovation which means that these brands will develop unique products that will help them gain the necessary competitive advantage even in the international markets (Fletcher, 2013). Question 3: Strategic Options What specific roles sustainable business practices could play in this regard? For Fiona Wood, the fashion designer, to manage to compete with the fast fashion chains, she will need first to reduce the environmental impact in the various production stages. Designing her fashion when being environmental conscious during the production and manufacturing process is referred as eco-design (Ostrom, 2009). The eco-design option will tend to improve the environmental outcome of the designer as well as reduce her costs in the long run. Precisely, the designer may be cautious of the materials that she uses. Regarding materials, Fiona Wood may opt for the natural or organic fibers more which is more sustainable regarding its durability and has minimum environment impact even when it becomes wastes (Ostrom, 2009). This will oversee the designer producing high quality fashion products to the consumers and at the same time minimizing the environmental impacts. As discussed earlier, this will play a significant role in attracting new customers and be a part of the wider international market. Another strategic option for the designer is to strive to build a positive social impact and share it with the public to be recognized as being environmental conscious plays a role in being highly competitive in the global market (Pookulangara and Shephard, 2013). From the perspective of the observer, it is commonly heard about the various environmental initiatives of the large fashion retailers. There is the need for the designer to depict a real commitment towards being competitive through going green which can be done through advertising these initiatives to the consumers and the general public as well to establish a positive reputation of growing towards sustainability (Pookulangara and Shephard, 2013). Through the establishment of a wide positive reputation and social impact in the eyes of the observer or consumer will play a significant role in helping the designer compete against the global fast fashion chain. Fiona Wood could also decide to alter her production techniques that are used in manufacturing fabrics which include sewing, wet treatment, knitting, spinning, and weaving (Fletcher, 2013). Apart from the water and energy that is utilized in the production process, some waste products are inevitable to produce, for example, the waste water which may be contaminated with the chemical products used (Fletcher, 2013). Following this, if the designer employs various clean production techniques or possesses environmental management certification, it will tend to be given preference by the consumers as well as the other players who would possibly work with her in various aspects of the business (Fletcher, 2013). In the end, this will oversee the designer slowly gaining the competitive advantage to compete with the fast fashion brand even in the global market. Fiona Wood may also opt to change her operations and operate in 3 dimensions. Various professionals who are in various fashion businesses just like Fiona Wood are usually given incentives for improving their environmental standards (Ostrom, 2009). It is often to witness the sustainability targets being handled seriously in the High Street Fashion which means that if they are taken into consideration, they will as well oversee the increased competitive advantage globally as well. Additionally, sustainability will tend to see massive cost savings in the various stages of the designing process (Ostrom, 2009). Since sustainability is something which is held very high in the fashion business and given that not so many people are embracing it, then its proper embracement will make the fashion line easily recognizable. Easy recognition by competitors will make Fiona’s brand to be easily marketable and consequently become more competitive even in the international market (Ostrom, 2009). Fiona Wood could also opt to alter her business structure such that it has a rather robust operational and financial model all of which takes into account sustainability issues (Molnar and Mulvihill, 2003). Changing the business structure entails providing quality products to the consumers that meet the demands and needs of the market. As discussed above, some of the sustainable practices include her choosing materials that are environmental safe in that they are durable, and will cause minimum environment damage even when their use is over (Molnar and Mulvihill, 2003). Through providing these high quality products to the consumer will increase sales and in the end meet the demands and market needs (Molnar and Mulvihill, 2003). Consequently, the competitive advantage of Fiona’s fashion will be improved and become competitive even in the international market. Conclusion Sustainability is an issue that has become of utmost importance even in the current fashion world. Many fashion lines are embracing ‘green’ initiatives so that they can remain competitive even in the international market. Some of the ways in which ‘green’ initiative is important in helping business gain this competitive advantage is the way it reduces utility costs, attract more customers and boost sales, and enhancing collaboration and innovation. In the same light, some of the strategic options that could be implemented by Fiona Wood to be competitive include reducing environmental impact in the designing process, changing the business structure, the manufacturing techniques, and building a positive social impact. References Caniato, F., Caridi, M., Crippa, L and Moretto, A 2012, Environmental sustainability in fashion supply chains: An exploratory case based research. International journal of production economics, vol. 135, no. 2, pp.659-670. Fletcher, K 2012, Durability, fashion, sustainability: The processes and practices of use. Fashion practice, Vol. 4, no. 2, pp.221-238. Fletcher, K 2013, Sustainable fashion and textiles: design journeys, Routledge, London. Gardetti, M.A and Torres, A.L 2013, Sustainability in fashion and textiles: values, design, production and consumption, Greenleaf Publishing, New York. Molnar, E. and Mulvihill, P.R 2003, Sustainability-focused organizational learning: recent experiences and new challenges. Journal of Environmental Planning and Management, vol. 46, no. 2, pp.167-176. Ostrom, E 2009, A general framework for analyzing sustainability of social-ecological systems. Science, vol. 325, no. 5939, pp.419-422. Pookulangara, S and Shephard, A 2013, Slow fashion movement: Understanding consumer perceptions—An exploratory study. Journal of retailing and consumer services, vol. 20, no. 2, pp.200-206. Wang, X., Chan, H.K., Yee, R.W and Diaz-Rainey, I 2012, A two-stage fuzzy-AHP model for risk assessment of implementing green initiatives in the fashion supply chain. International Journal of Production Economics, vol. 135, no. 2, pp.595-606. Read More