Can Fast Fashion Industry Really Achieve Sustainability?

The fast fashion industry that makes hundreds of millions of pieces of clothing every year has been wasting its name and being unenvironmentally friendly.

However, the fast fashion industry has begun to carry out sustainable business in recent years, especially the Swedish brand H&M, which has launched Conscious Exclusive sustainable products since 2013.

In the middle of the year, the wedding dress wedding dress of entertainment star Hsu Chi came from H&M's Sustainability Product in 2014.

Fast fashion industry is sustainable.

Obviously, it is not only the consciousness of corporate social responsibility, but also the environmental advocacy of mainstream elites and entertainment stars. The unremitting efforts of NGO organizations are the important driving force for this trend.

According to the survey data of Euromonitor International International international, even consumers are the driving force of this force. According to the agency, in 2016, more than 14% of American consumers wanted to find clothing and accessories products of natural materials, which rose again compared with 12.9% in 2015. Consumers' desire to recycle recyclable clothing increased by 2%, especially in the growing number of millennial generation, and they pursued more sustainable products than consumers of other ages.

H&M parent Hennes & Mauritz AB (HMb.ST) Hayne Maurice, on the official website's sustainable column, said that the fashion industry is the second largest industry in the world, so "we have great responsibility to protect the environment".

The company said it hopes to start using organic cotton across the whole line starting in 2020.

The Swedish company also said that sustainable development is not only the use of raw materials, but also the strict requirements of suppliers.

According to Hennes & Mauritz AB

The annual sustainability report shows that the utilization rate of organic cotton in 2015 was 31.4%, compared with 21.2% in 2014. In 2015, the group had 1 million 300 thousand garments used for recycling raw materials, which was four times that of 2014. In 2015, the group recovered 12341 tons of clothing, which was 60.6% higher than that of 2014 7684 tons, equivalent to 60 million T-shirts.

The sustainability and environmental protection of fast fashion industry is obviously not only a sense of corporate social responsibility, but also an environmental advocacy of mainstream elites and entertainment stars. The unremitting efforts of NGO organization are the important driving force for this trend.

According to the survey data of consulting firm Euromonitor International, EU and international, even consumers are the driving force of this force. The agency said that in 2016, more than 14% of American consumers wanted to find clothing and accessories products of natural materials, which rose again compared with 12.9% in 2015. Consumers' desire to recycle recyclable clothing increased by 2%, especially in the growing number of millennial generation.

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Three years after H&M launched the Conscious Exclusive series, its rival Zara launched the first sustainable series of Join Life in September 2016.

The Join Life series is mainly produced by recycling Zara's recycling products.

At present, Zara has a total of 300 boxes of recyclable containers in a range of shops in Spain and Portugal and in a range of shops in the UK, Ireland, Holland, Sweden and Denmark.

This year will increase the recovery point of these countries, and will also start the recovery business in China.

In 2017, Zara will be equipped with recycling bins in Germany, France, Italy, Poland, Greece, Austria, Switzerland, Japan, the United States, Russia, South Korea and Australia.

Zara said that in the next three years, customers will be able to put recycled clothing in all stores around the world.

The brand says that 84% of the energy consumed by the website comes from renewable energy sources. In addition, 50% of the brands have reached the eco efficiency requirements and are committed to 2018 years. The energy consumed by servers and offices will be 100% from renewable energy sources, and by 2020, the commitment will reduce energy consumption by 20%.

Zara parent Inditex SA (ITX.MC) Indo Textile Group and Hennes & Mauritz AB, Hayne and Maurice are the world's first and second fashion retailers respectively. Sales of two companies in 2015 were 20 billion 900 million euros (US $22 billion 200 million) and 180 billion 860 million Swedish kronor (19 billion 700 million US dollars) respectively, with net profit of 2 billion 875 million euro (3 billion 57 million US dollars) and 20 billion 898 million Swedish kronor (2 billion 270 million dollars).

For the fast fashion industry to promote sustainable development, You Are What You Wear: What your Clothes Reveal About You, the author and clinical psychologist, said in an interview with Bloomberg, the current trend of people's pursuit of the trend of smaller and smaller, it seems that they are more willing to choose those classic and lasting products, and this trend of thought has entered the public field of vision, and has been recognized.

In 2016, every pair of jeans you wear might be...

"And" don't buy clothes for a year... "

The series of seditious articles are widely disseminated in the WeChat public number. Although almost all articles are logically confused and promised to attract eyeballs, huge reading and forwarding volume also shows from the side that as a big manufacturing country and a big polluter country, Chinese consumers who are violated by haze and polluted water also attach equal importance to environmental protection.

Although this emphasis is derived from information that is equally contaminated.

For now, the answer is No.

There is a natural opposition between fast fashion industry and sustainable development, which is won by cheap prices and shipments.

However, the fast fashion industry led by Zara and H&M obviously has an exemplary role in the concern, promotion and practice of sustainable development, which will benefit more enterprises and brands in the apparel industry and reduce the waste and pollution of the apparel industry as much as possible.

According to Emily Bezzant, the chief analyst of fashion research data company Edited, the sustainable series now accounts for only 1.5% of Zara products, and the earliest sustainable series H&M has only 3.5% of its environmental protection products.

She said frankly that fast fashion and sustainable industry do not match naturally, and the biggest challenge for fast fashion industry is to coordinate the price of sustainable series with fast fashion and to meet the environmental needs of the Millennials.

For more information, please pay attention to the world clothing shoes and hats net report.