Is Fast Fashion Playing An Environmental Protection Card For The Whole Mankind Or Saving The Business Crisis?

Wear

It is evil because its production pollute the atmosphere and water, and purchase.

It means that 15% of textile materials are wasted every year. High priced fashion brands also have sweatshops. In the past two years, we have seen a huge fashion industry with original sin. Their leaders are sitting on huge wealth, but the pattern of compressing the production cycle for maximizing profits is hurting the health of all mankind.

This is a common problem in the industry, and nowadays, the brand from this industry is walking on the road of environmental protection collectively.

Now if you go to any H&M store, you will be sure you can see the information of the recycled clothes.

In some big flagship stores, H&M has pasted green walls on posters, creating a forest for shopping centers.

H&M established the "H&M environmental conscious action foundation", which is made from citrus peel, and also supports the Finland project of making new fabrics with waste cotton.

Zara also joined them.

It used the new technology of Jeanologia in Spain to replace the traditional chemical bleaching technology.

In addition to Zara, H&M, Gap, Levi 's and Nike are Jeanologia customers.

Last year, Adidas also launched a new running shoes made of marine waste.

Some new technologies have been proven to save costs and reduce water consumption and chemical consumption.

H&M 2013 "environmental conscious action series"

The information seems to mean that environmental protection is not only on the brand, but also in the real production process.

But does this really mean that fashion has turned a new leaf?

Environmental protection is not a easy road, for example, the production cycle of organic cotton is very long, which is contrary to the fast fashion production logic, and the production cost is very high.

No companies can ensure that high price clothing for organic materials will be accepted by the market, which may risk the loss of old customers.

Therefore, most of the fashion brands at the present stage adopt the same approach - the introduction of an environmental protection line.

On the first floor of the Muji store in Taigu, Chengdu, there is a square meter square area, which specializes in the sale of natural materials.

Walking into this narrow area, you will feel a strange power, as if the air is fresh, and you are intoxicated in the rough of linen, and feel that you are responsible for others.

MUJI used a wooden stool at the gate of the area, and put some raw materials of clothes to create this clean atmosphere.

However, you must not lose sight of the fact that those clothes are really not good looking, and even feel less comfortable than other areas.

You should think about what makes fashion products famous in the name of beauty above nature.

The development of environmental technology needs time. Maybe some people can make better clothes with waste materials in the future. But at this stage, enterprises have responsibilities, but they have no obligation to bear the cost unless the competitive market has forced them to change.

Over the past 2 years, the green topic of fashion has grown with accusations.

If there are too many negative accusations in the society, you will surely see a lot of green advertisements, and even many famous fashion week.

Companies are starting to create illusions, some very close to the truth of the illusion, to convince you of the significance of environmental protection to the company, and this significance is more on the marketing level.

Kenpeattie, a British Professor, has written a very famous book called green marketing -- the trend of turning crisis into business opportunities.

The book states: "green marketing is a management process that identifies, anticipates and meets the needs of consumers, and can bring profits."

In the marketing activities of enterprises, sustainable development is the best way to use. It takes environmental protection as the center, will guide the design, manufacture and sale of products and services, including your shopping bags, will be printed by the manufacturer with a big green label. Really, nothing can make everyone work together better than lifting the earth.

The application of green marketing strategy often occurs at a certain node.

In 2013, H&M began to recycle old clothes. This is the beginning.

If you look at old news, you will find something happened in Bangladesh the same year.

In 2013, the collapse of the Savoy District building in Bangladesh resulted in the death of 1127 people and became one of the most serious industrial accidents in the country.

In fact, more than half of the victims of a clothing factory website were women workers.

In that incident, behind the sweatshops in Bangladesh, H&M, Zara, Hugo Boss, Michael Kors, Armani, Gap and many other brands and many retailers' industrial chains were dug out.

Bangladesh garment factory has a small profit, and the sewing machine operator's salary is $80-100 per month, though it is much higher than the minimum salary of US $38 stipulated by the national government.

The new strategy of H&M is somewhat coincidentally, but it is also inevitable.

Prior to 2012, the Federal Trade Commission launched a green guide to try to help all enterprises understand how to communicate with new generation of consumers.

But Susan Scarfidi, founder of the fashion Law Association, said: "the Federal Trade Commission has radiation.

Now, it seems that every new brand has to pay attention to the environment and social cognition. It's time to integrate these into the brand's genes.

The guide is issued to accommodate the consumption habits of the millennial generation. They can find anything online, and people's loyalty to a particular brand is decreasing. It's becoming more and more difficult to sell goods to them.

The fashion industry needs new stimulation, and green has taken the stick, but it can not change the essence of the industry. It is to create popularity and follow suit. Whether green marketing is only for a while is not known.

"We will change clothes for the sake of style rather than the necessary reasons, so when fashion comes to take the responsibility of environmental responsibility, there will be a credit gap."

Scarfidi said.

This gap will lie between the brand and the consumers. Of course, it will block the respect for nature. It is not shameful to pursue profits. But respecting the nature is equally valuable. The brands themselves do not necessarily think clearly about the way of environmental protection.

Now, brands can only do not mislead consumers, not exaggerate the effectiveness of green marketing, because once the fraud is found, the federal committee can impose sanctions on them.

According to Fashionista, in 2015, American fashion department Nordstrom, J.C.Penny and two other retailers were claimed $13 million for forgery of "bamboo made textile labels".

{page_break}

It also shows that department stores and brands have realized that environmental labels are huge consumer incentives.

For those consumers who really care about the environment, hanging up the logo is like a curse, allowing products to distinguish themselves from other evil things, and the chances of people buying are greatly increased.

For those who still have little idea about environmental protection, these labels are easier to convince them, which means that brands have found a new reason for you to buy, which is stronger than ever, because it is about your life and your offspring.

But environmental protection is not a hypocritical move.

Transparency is a more powerful way of comparing itself with ecological materials, which allows all brands to compete in a fair competition for consumers to pick.

The pparent trend of fashion industry is worth the social expectation as pparent and pparent as dairy products.

CEO Jason Kibbey of SAC is of the view that consumers can not assume that luxury goods are better than fast fashion brands. In fact, H&M is now at the forefront of the pparency of the report. It has realized how important it is to expose its workforce and environmental practices. It is indeed a courageous thing to do.

And this is also a good thing to repay, especially for emerging brands like those squeezed into the market.

The Svilu of women's clothing brands in New York is like this. Since their launch, they have been explaining their efforts in the field of certified raw materials and non-toxic materials.

But later, they found that consumers are more interested in quality and design than others.

In the final analysis, it is still a matter of demand and supply. There are more environmental consumers, enterprises will try harder, fewer environmental consumers, and it is too impractical to expect brands to fight alone.

Instead of asking the brand to abandon the pursuit of efficiency and profit, the protection of the natural environment is still expected to be more enlightened by human beings.