Attaining Sustainability in the Fashion Industry - Research Paper Example

Attaining Sustainability in the Fashion Industry Introduction Sustainability in business implies the act of achieving efficiency in the management of financial, social, and opportunities. It also means the act of going green in respect to the laid down social, cultural, and environmental conservation regulations. Businesses owners strive to achieve sustainability with the aim of increasing their competitive advantage over their rivals in the market without interfering with nature and the environment. Sustainability requires the fashion industry to operate in safe processes that avoid the depletion of non-renewable resources. The fashion industry has undergone a tremendous transformation over the years. Global fashion trends are in a continuous change and this has forced the industry to adopt new operational patterns. There is a growing need for high-class fashion products and services globally. Sustainability can be achieved through various means including, application of technology, proper management of human resource, and wise choice of supply chains. The fashion industry has been able to solve many issues associated with obstacles in sustainability and this has made it grow tremendously. This paper addresses the different way the fashion industry can approach in aiming sustainability and meeting the global fashion needs while adhering to the social and environmental laws. Supporting Examples There are various issues that arise along the way as the fashion industry strives to attain sustainability. The issues that hamper sustainability in the fashion industry are both internal and external. Internal issues relate to management whereas the external ones arise from the economic trends outside the industry. One of the issues in sustainability in the fashion industry is the poor management of resources and overspending. Success in any business relies on how the resources are managed. The fashion industry faces various challenges in coming upon with a credible framework that can guide it in channeling its resources. The industry is vast and this makes it hard for the owners of fashion companies to come to terms on matters of expenditure. Additionally, the fashion industry has a poor cost control avenue and this translates into overspending. Although the industry boasts huge revenues globally, its income ends up in wasteful spending. Sustainability can be seen in the minimized operational costs and use of environment-friendly forms of energy. The fashion industry is complex and resource management issues arise making it hard to hit the mark of sustainability. One of the major issues arising in resource management is the poor allocation of money particularly in marketing matters (Ashworth 188). The fashion industry faces a challenge in coming up with a unified channel and outlets for its goods and services. There is also the issue of limited diversity and flexibility in the fashion industry. Global customers for fashion products and services have a taste for diversity in fashion products but the industry makes minute changes in its products. In this regard, the fashion industry has a limited line of products that also pose a risk to the environment. For example, production and processing of leather requires an extensive use of chemicals and this hinders sustainability due to pollution. One of the issues that contribute to the static nature of the industry is the limited line of products produced. The fashion industry faces numerous challenges in trying to diversify its products as demanded by its customers. For example, there has been a little change in the men’s attire over the years. Such occurrences show that the fashion industry operates on a relatively static product line. The fashion industry operates in a plateau since it makes little changes in its products and services (Brun 566). The nature of products the industry deals with does not allow much change or diversity. The best way to attract and maintain customers is through making frequent changes in products offered. The fashion industry has a minimal room for such great change and this limits its sustainability motives. One of the key elements in sustainability lies in the ability to diversifying and expanding the line of products. Various large textile and fashion companies have made significant gains as they aim at achieving high levels of sustainability. It is costly to become sustainable due to the added costs of sticking to the demands or the set regulations in the fashion industry. For example, the Marvic Textiles Company has been able apply low-cost operation strategies enabling it become sustainable. The company has adopted an efficient use of renewable sources of energy particularly the solar from the sun. The London-based company improved its sustainability by adopting the utilization of the environmental-friendly source of energy. Additionally, the company has made significant gains in minimizing its operational costs due to the use of the solar energy. It has been able to reduce emission of harmful gases from fossil fuels like petroleum (Zimmerman 427). The company has also been able to reduce its energy consumption in the supply chains. Marvic Textiles Company manages its sales through short supply chains. Use of short supply chains ensures that the distance between the source of fashion products and the buyer are minimized. Short supply chains reduce marketing and transportation costs thereby improving sustainability for the company. The fashion industry also faces the issue of scarcity of skilled human resource globally. The world of fashion has been neglected with few people showing interest in acquiring skills required in the field. Learning institutions have deviated and replaced fashion courses with others thereby disregarding the role of fashion in the world. Limited skills limit creativity and this contributes to the continued use of uncivilized processing methods in the industries. For example, the fashion industry continues to use chemicals in processing its raw materials and this limits sustainability. A limited number of skilled graduates in the field of fashion limits growth in the industry. Innovations and creativity in the fashion industry have been decreasing over the years due to neglect seen in the sector. Most learners divert their focus into other courses particularly those touching on economic matters like banking and finance. Neglect for the fashion courses has created a loophole that makes it hard for fashion companies to acquire skilled labor. Human resource factor and hiring of skilled labor are great incentives in the fashion industry. Qualified fashion designers are a crucial ingredient in initiating sustainability in the industry (Willy & Raf 93). Lack of skilled human resource has been a major setback that hampers sustainability in the fashion industry. Another issue in the fashion industry is in the management of supply chains for products and services globally. The fashion industry has a global touch with numerous outlets for its products. The industry is huge translating into a massive load of products that must make its way to the customers spread across the world. Proper management of supply chains is an excellent approach towards attaining sustainability in business. The fashion industry faces challenges of coordinating the long supply chains for its apparel products. For example, major apparel companies in Europe and the United States face challenges tracking their products into far regions like in Africa. Long supply chains in the fashion industry pose a management issue to fashion companies. Additionally, intermediaries complicate the issue by raising the cost of the products. Long supply chains create room for intermediaries who raise the costs of fashion products in a bid to make profits (Masson 249). A high cost of fashion products pushes away willing buyers particularly those far from the source of the goods. Consequently, demand for the fashion product fall translating into a decrease in revenues. Mismanagement of supply chains, therefore, hampers sustainability in the fashion industry. De Le Cuona is a luxury linen company based in Britain. The company has made tremendous achievements arising from its sustainability efforts over the years. The company manufactures its fashion products from cotton and wool. The ability to use the two renewable raw materials has enabled the company become sustainable in its production processes. Additionally, the raw materials used by the company require limited use of chemicals. Sustainability in the company can be seen in the use of renewable resources like cotton. Secondly, the company makes limited use chemicals that reduce contamination to the environment. Intensive processing done in the company also goes far into cutting down energy consumption during manufacturing of the fashion products (Ulrich 398). On the other hand, some textile companies have not succeeded in becoming sustainable within the fashion industry. The Jim Thompson Textile Company faces various obstacles in the production and marketing of its apparel products. Firstly, the company makes use of non-renewable sources of energy in most of its industrial operations. The company also faces a challenge of managing its waste products which end up in the environment. The raw materials used by the company mainly come from leather and fur and this makes the processing operations complex. Processing of leather and fur requires the company to use numerous kinds of toxic chemicals. The chemicals end up harming the workers in the company making the workplace unsustainable (Perry 382). Huge volumes of poisonous gases and liquid chemicals are released into the environment thereby endangering the lives of animals and plants in the region. The company faces challenges of managing its waste products and this makes it one of the unsustainable fashion companies. One of the ways to reduce the impact of harmful toxins to workers and the environment is to produce fashion products made from organic materials. The move will ensure that that there is a limited production of clothes made by the use of harmful chemicals. There will also be minimal use of pesticides particularly in growing cotton. Environmental agencies are urging the textile companies to adopt the production of organic clothes since they pose less risk to the environment. Additionally, production of organic clothes is less demanding in terms of energy consumption. Production of organic clothes is, therefore, a positive move towards achieving a transformative sustainability in the fashion industry (Michal 19). The Future There are still unexploited opportunities that can be utilized by the fashion companies as they strive to become more sustainable. The chance of advancing lies in the growing needs and demand for fashion products globally. The existing technology can also be harnessed in the management and marketing operations by fashion companies. Most large textile and fashion companies are investing heavily in improving their sustainability. Large Textile companies in Europe, India, and America have gone further to compete in the field of sustainability. Global environmental agencies have also been fostering sustainability by recognizing and awarding the most sustainable textile and fashion companies. Leading textile manufacturers like the Rubelli has been able to beat other companies due to their sustainable operations (Sheridan & Karinna 311). The fundamental approach that can be taken by the fashion companies should be through building an excellent internal and external business environment. Adopting an efficient human resource management team will also go far into making the fashion companies more sustainable. Sustainability has to be internally driven through developing an efficient resource management culture within the fashion companies. Proper utilization of resources in the companies will reduce wastage. Resources should be channeled to their right uses to enable the companies achieve more and reduce wastage. The revenues earned from sales should be re-invested into the most urgent needs of the companies. Additionally, the resource management teams should ensure that the chosen projects are worth the investments made. Issues of overspending on unprofitable ventures should be eliminated as a way of inducing growth and sustainability (Shen 237). Secondly, the fashion companies can make use of the existing technology to ensure safe exploitation of resources and secure the non-renewable resources. There is immense technology that is related to production of quality fashion products and services. The fashion companies can adopt technology in the marketing operations particularly at the global level. The market for fashion products is spread across the world and this makes it wide and extensive. Searching for outlets for the fashion products can best be done by the use of technology. For example, fashion companies can use the online platform and social media to create awareness of their products and services. Markets and potential buyers can also be captured through the online platform. For example, the Ralph Lauren Textile Company adopts technology in the manufacture processing leather products to limit the use of toxic chemicals. The company has also adopted extensive transformative technology in the processing of its raw materials (Willy & Raf 91). For example, most of the waste products in the form of chemicals from the company are stored in tanks and treated. Technology has enabled Ralph Lauren Company achieve more in diversity and safety in the production of its apparel products. Technology is a great tool that can bring sustainability in the fashion companies particularly in the production and management operations. Advertisements can also be done in efficient and fast ways through the social media. Use of technology has a bunch of benefits that can help the fashion companies more sustainable. Technology can be put to use to make quality fashion products. Quality products and services will attract more customers thereby uplifting the standards of the fashion companies. Additionally, use of technology brings efficiency in the production process. Technology can also be put to use in the marketing affairs (Zimmerman 419). The fashion companies should also venture into more research to learn the global needs in the field. Customers have varying needs and tastes depending on their social background and financial abilities. The Etro Home Collection textile and fashion Company is a leading example in the promotion of social and cultural values for its customers. The company offers home furnishing textile products that blend and respect the social values of its clients. The fashion companies can respond to the varying tastes of their customers and this will add value to their marketing strategies. The companies should venture into extensive research aimed at understanding the changes in global needs. Studying the market and needs of the customers will enable the fashion companies strategize and give priority to the most urgent needs. For example, the fashion companies should respond by producing the most demanded apparel product in the market. A quick response also shows readiness to meet the rising and varying needs of the customers. Diversity should also be observed through the production of different kinds of products (Cao 396). The products should also please the customers in terms of costs and appearance. Making an urgent response to the needs of the customers is a brilliant thing that will make the fashion companies more sustainable. Sustainability can also be improved by adopting more manageable marketing operations for the products and services. Manageable supply chains can go a long way in reducing energy use thereby promoting sustainability in the fashion industry. For example, the Rubelli Textile Company manages and maintains short supply chains for its apparel products. The fashion company has been able to cut down the emission of harmful gases from fuel thereby improving its sustainability. Marketing entails the coordination between the supplier and the buyer of the product or service being produced. The fashion companies can increase their sustainability by ensuring that they take control of the outlets for their products. The marketing operations can be improved through elimination or minimizing of intermediaries. Long supply chains make then marketing operations complex and costly. Reducing the number of intermediaries enables the companies have a better control of the sales (Bonnin 521). Personal Role Sustainability is a common role that should be played by every member of the society. Leaners have a significant role to play in bringing new ideas to the fashion industry on ways to improve sustainability. The consumers should also play their part in promoting sustainability through the kind of fashion products they purchase and how they dispose them. The employees have a central role to play in making sure that the production of fashion products meets the laid down social and natural environment regulations. Sustainability is, therefore, a common task where every member of the society is invited to see it succeed (Dewsnap & Cathy 810). Achieving a sustainable production is a benefit to the people globally and a conservation of the environment. Firstly, I will play a vital role in promoting and ensuring that the fashion industry aligns its operations with the laid down policies. I will particularly emphasize on environmental policies that demand the fashion companies to observe safety of the ethical, social, and natural environment. My primary goal will be bringing new ideas relating to the use of renewable energy in the production processes. Fashion companies and manufacturers of apparel products consume substantial amounts of energy in their operations. I will bring in the idea of use of the sun power in running the fashion industries. Sun’s energy is renewable and safe for the environment. Solar energy will, therefore, contribute to the conservation of the environment and promote sustainability in the fashion industry. I will approach this issue from a student level by demonstrating how economical and safe the solar power would be to the environment. I will also approach heads of companies and present my ideas on the use of renewable energy particularly the solar power. Besides its safety and low cost, solar energy will also prevent depletion of non-renewable sources of energy. Use of renewables will go a long way in conserving the environment. I believe that my approach to the use of renewables from a student level will contribute to making the fashion industry more sustainable (Brun 559). Secondly, I will demonstrate the importance of using renewable raw materials like cotton and other resources in the production process. The fashion industry is a huge consumer of raw materials in the manufacture of apparel products. I will call for the fashion industries to go green as they source the raw materials. One major approach in this is to use the renewable raw materials like cotton and sisal. Home furnishing and production of fashion products should be done using renewable resources like cotton. This move will help secure the non-renewable resources from depletion. Additionally, renewable resources are better conservers of the environment since they involve less sophisticated finishes and processing (Caniato 661). Use of renewable raw materials is a vital way of going green and working towards sustainability in the fashion industry. Sustainability also refers to the conservation and maintai9nace of a clean environment through limited disposal of waste products. I would propose for the fashion industries to come up with strategies of recycling their waste products. In particular, the non-biodegradable waste products like the polyethene bags should be recycled after use. Recycling will ensure that the fashion industries limit the amount of waste they dispose into the environment. Recycling will also enable the fashion industry reduce its operational costs by reusing some of the products like polyethene bags. Additionally, recycling can also be done in the treatment of liquid and gaseous waste products. Fashion companies and manufacturing sites make use of toxic gases and liquid chemicals in their processing operations. The waste products resulting from these liquid and gaseous materials are harmful to the environment and the people. As an employee, I would recommend for proper treatment and recycling of these waste products before they are released into the environment (Ashworth 167). The move will bring sustainability in the fashion industry as well as promoting profitability and efficiency. I would also push for the fashion industry to remain ethical in observing people’s lifestyle, social life, and responsibility. The fashion products being produced should be in line with the people’s desires and needs. One of the ways of remaining ethical is to accommodate the fashion trends their traditions and way of life. The fashion industry has a global touch and it cater for 99% of the world’s fashion needs. It is, therefore, a vital factor to remain ethical in the production, sale and interaction with customers in the fashion market. The fashion products produced should please the respective groups of people and embrace their culture. I would use my position as an employee to foster good customer relations in the fashion industry (Li & Zephaniah 1520). Maintaining good relations with the customers will boost the fashion industry’s reputation. As an employee, I will use my position to encourage the use of energy-efficient methods of production in the fashion industry. One of the ways to achieve this is to promote the proper utilization of power and resources in the production process. I will ensure that take a personal responsibility for minimizing energy usage in my area of work. Proper utilization of energy reduces wastage and over-exploitation of energy sources. I will also encourage the fashion industry to use fuel sparingly in the transportation and production of fashion products. For example, the fuel usage can be minimized through transportation of finished products in bulk (Lo 599). Bulk transport of both raw materials and fashion products will promote shipping sustainability thereby reduce fuel consumption. Such forms of sustainability can be achieved by ensuring that the fashion industries are located close to their source of raw materials. In conclusion, the fashion industry plays a vital role in the economy both at personal and global level. Sustainability can be achieved through observing care for the social and natural environment. Fashion industry has a major role to play in the conservation of the environment and the cultural norms of its customers. Growth in the industry has been faced with numerous challenges over the years resulting from both internal and external issues. Various issues relating to mismanagement of resources, inadequate skilled labor, and shifts in global economic trends have hampered growth in the industry. Technology can be used to help in the best ways of handling the resources. Sustainability calls for the fashion industries to avoid exploitation or depletion of non-renewable resources. The fashion industry faces numerous issues that have hindered it from achieving sustainability and growth in its various facets. Use of technology can be a great boost to management and production matters in the fashion industry. The industry’s success lies in its ability to consolidate and manage a proper internal and external business environment. Work Cited Ashworth, Catherine. "Marketing and organizational development in e-SMEs: Understanding survival and sustainability in growth-oriented and comfort-zone pure-play enterprises in the fashion retail industry." International Entrepreneurship and Management Journal 8.2 (2012): 165-201. Bonnin, Arturo Revilla. "The fashion industry in Galicia: Understanding the Zara’ phenomenon." European Planning Studies 10.4 (2002): 519-527. Brun, Alessandro. "Logistics and supply chain management in luxury fashion retail: Empirical investigation of Italian firms." International Journal of Production Economics 114.2 (2008): 554-570. Caniato, Federico. "Environmental sustainability in fashion supply chains: An exploratory case based research." International journal of production economics 135.2 (2012): 659-670. Cao, Ning. "How is supply chains coordinated? An empirical observation in textile-apparel businesses." Journal of Fashion Marketing and Management: An International Journal 12.3 (2008): 384-397. Dewsnap, Belinda, and Cathy Hart. "Category management: a new approach for fashion marketing?." European Journal of Marketing 38.7 (2004): 809-834. Li, Guoxin, and Zephaniah Kambele. "Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay." Journal of Business Research 65.10 (2012): 1516-1522. Lo, Wei-Shuo. "A framework of E-SCM multi-agent systems in the fashion industry." International Journal of Production Economics 114.2 (2008): 594-614. Masson, Ron. "Managing complexity in agile global fashion industry supply chains." The International Journal of Logistics Management 18.2 (2007): 238-254. Michal Bardecki. "Environmental impacts in the fashion industry." Journal of Corporate Citizenship 2012.45 (2012): 16-36. Perry, Patsy. "Determining the antecedents for a strategy of corporate social responsibility by small-and medium-sized enterprises in the UK fashion apparel industry." Journal of Retailing and Consumer Services 16.5 (2009): 377-385. Shen, Bin. "The impact of ethical fashion on consumer purchase behavior." Journal of Fashion Marketing and Management: An International Journal 16.2 (2012): 234-245. Sheridan, Mandy, and Karinna Nobbs. "Fast fashion requires fast marketing: the role of category management in fast fashion positioning." Journal of Fashion Marketing and Management: An International Journal 10.3 (2006): 301-315. Ulrich, Pamela. "Consumer co-design of apparel for mass customization." Journal of Fashion Marketing and Management: An International Journal 7.4 (2003): 398-412. Willy Gochet, and Raf Jans. "Alternative formulations for a layout problem in the fashion industry." European Journal of Operational Research 143.1 (2002): 80-93. Zimmerman, Monica. "Beyond survival: Achieving new venture growth by building legitimacy." Academy of Management Review 27.3 (2002): 414-431. Read More