Circular Fashion Strategy
Introduction:
The fashion industry is famous for its expeditious manufacturing cycles and higher demand from the consumer’s end. Despite a higher consumer demand and catering to the needs of fashion enthusiasts, the fashion industry causes a lot of harm to society. This industry has a lot of environmental consequences (Air pollution, waste pollution). The fashion industry has a lot of social impacts as well (labour exploitation, body image issues etc.). Providing poor working conditions and low wages is an exploitation of labour. Fashion brands promote unrealistic body ideals, which leads to body dissatisfaction and comparison. When people compare themselves with others it leads to self-doubt and insecurities amongst individuals. The fashion industry is considered to be a global environmental polluter. There are certain environmental impacts caused by the fashion industry. These include air pollution, water pollution, emissions of carbon and a lot of waste production. All these factors affect the environment to a great extent (Smith, 2018). According to the reports of the Waste and Resource Action Programme (WRAP, 2019), the amount of waste and pollution caused by the UK is approximately 3 million (300000) tons. This huge amount of material waste ends up in waste disposal sites each year. Sustainable manufacturing and waste disposal practices must be used in the fashion industry. These practices can contribute towards a more sustainable environment.
With increased awareness of these harmful impacts (air pollution, water pollution) fashion industries are implementing more sustainable industrial practices. These practices include recycling material in the creation of clothing. Also, optimization of the amount of resources (water, energy and raw materials) industries can contribute towards a more sustainable environment. Fashion industries are now focused on creating manufacturing and waste-managing processes that help reduce the environmental impact caused by this industry. In this way, the fashion industries fulfil their social duty of being environmentally responsible, by working towards the creation of a greener and cleaner environment. To completely understand the concept of the fashion industry and its alignment with sustainability the framework of Triple Bottom Line can be of great significance. This framework helps in understanding how businesses achieve operational success and profits while managing their social and environmental impact on society. This model mainly focuses on three things, the people, the planet and the profits. The major purpose of this model is the make the businesses focus on the environmental and social impacts they cause to society. They need to consider these factors as important as the generation of profits (Elkington, 2018). This model emphasizes three responsibilities social, environmental and economic. It focuses on people (social responsibility), to provide them with good and fair working conditions. It focuses on the planet (environmental responsibility), to utilise sustainable resources and materials. Finally, it focuses on the profit (economic responsibility), that a business must achieve long-term profitability and goals. Relating the concept of the triple bottom line to the fashion industry means that these industries should focus on a more sustainable approach towards fashion. This can be achieved by making such strategies that focus on the social, environmental and economic perspectives.
The strategy currently used by the fashion industry is the circular strategy. This strategy aims to produce clothing and accessories with a more environmentally sustainable approach. The circular strategy aims at using recyclable and reusable products in the production and designing of clothes and accessories (Ellen MacArthur Foundation, 2020). As the name suggests, the aim is the creation of a circular loop in which the material is reused to its full extent. As the material is reused this reduces the need for new resources for manufacturing leading towards a more sustainable environment.
This essay will provide a critical analysis of the use of sustainable strategy (circular fashion) in the fashion industry. It will assess the effectiveness of this strategy in the creation of a sustainable environment.
Body
The circular fashion strategy has given the fashion industries a new approach to developing their products. Fashion industries can develop products while using sustainable approaches towards production and they can still generate profits. The circular strategy aims at reducing waste, by reusing the material as long as possible. This reduces the need for using new resources, thus helping in the conservation of resources like water, energy etc. Instead of disposing of the materials after their use, the circular strategy creates a circular loop in which material is reused to its full extent. The fashion industries that use circular fashion strategy focus on the longevity and durability of the products. They use such materials in manufacturing their products that do not deteriorate quickly. This strategy helps reduce the need for customers to buy clothing regularly because the material used is sustainable and durable (Fletcher, 2019). Another focus of the circular strategy is to save resources in the production of clothing. The resources are conserved by implementing a recycling approach. In recycling, old and worn-out clothes are shredded into smaller pieces, which act as the raw material for creating new clothes. In this way, the need for new resources to develop fashion products is reduced (Goldsworthy, 2021). Another important aspect of this circular strategy is the use of biodegradable materials (bioplastic, natural fibres) when manufacturing clothing. The use of biodegradable materials is for reducing the environmental impact. This material leads to the natural decomposition of clothing material at the end of their lifecycles (Niinimäki et al., 2020).
The Circular fashion strategy is being used by many fashion brands including luxury brands e.g., Ted Baker, present within the United Kingdom. According to the reports of (Circular Online, 2019), to extend the lifecycle of their fashion products, Ted Baker has collaborated with the London Waste and Recycling Board (LWARB) to pursue a circular strategy. This helps Ted Baker, design a more sustainable strategy which helps the business and its product’s lifecycle. Ted Baker is implementing strategies to reduce the production of waste. It is also exploring ways through which it can promote the reuse of luxury fashion products. The creation of a resale platform by Ted Baker can help in implementing the strategy of re-utilisation of fashion products. The formation of a resale platform can help customers sell and purchase the pre-owned fashion products of Ted Baker. Also. A rental service can be provided in which customers can rent out the fashion products instead of buying them. These approaches used by Ted Baker can provide a new approach to buying fashion products for its customers.
The circular strategy of recycling and reuse of products has many short-term benefits. These short-term benefits immediately help in the creation of a more sustained environment. One of the most immediate and short-term effects of this strategy on the surroundings is the creation of a cleaner environment. Circular strategy creates benefits for the environment by reducing the waste of the production process in the manufacturing of clothes. The recycling of raw materials helps in conserving the use of new resources. The breaking down of the old clothing material into smaller pieces and then utilising it as raw material for new products, saves resources (energy, natural resources). According to research (Shirvanimoghaddam et al., 2020) 45% less energy is required to manufacture clothing made out of recycled polyester. It takes more energy to manufacture clothes from non-recycled polyester, leading to more energy consumption. The implementation of this strategy minimises the pollution (waste, water) done by fashion industries. Another short-term benefit the circular strategy provides to the fashion industry is the reduction in the waste produced by the fashion industry. The concept of this strategy is based on the durability in manufacturing clothes. So, people do not need to buy new clothes regularly. This means that people keep the clothes for a longer period and they do not throw them away frequently. The amount of textile waste has significantly reduced due to this strategy, creating a positive impact on the environment (Bick et al., 2018). The fashion industry and fashion brands (Ted Baker) that utilise this circular strategy have a better brand image and perception. The increased customer loyalty towards these brands is because they are playing their role in being environmentally responsible (Fletcher, 2019). People have become more aware of their social duty of using renewable energy resources and being environmentally responsible. This concept of social responsibility encourages them to promote such brands and industries that follow the practices of Eco-friendly manufacturing. The industry that follows these practices has a loyal customer base which helps them generate continuous profits.
In the long, the circular strategy enables the customers to think differently about buying and purchasing fashion products. With this strategy, the customers are contributing to the creation of an eco-society, by purchasing recycled and upcycled products. As individuals become more aware of the environmental impact of harmful materials. They intentionally purchase such products which are made from recycled materials. So, this strategy helps in changing consumer buying patterns and behaviours. Circular fashion strategy is more focused on sustainability, as it encourages the reuse of products and energy conservation. The concept of circular strategy depicts the idea that economies can grow even if they are not utilising new energy resources. This means that by reducing the consumption of resources (energy, natural resources) industries can still generate huge profits. (Ellen MacArthur Foundation, 2020). Fashion industries can utilise this circular loop strategy and can be successful in the long run. Another benefit of this strategy in the long run is that it makes businesses and fashion industries think of new strategies that promote the use of recycled and reusable fashion products. As discussed above, many luxury brands like Ted Baker are implementing the strategies of rental and resale business models. These strategies aim to promote the idea of sustainable manufacturing and the conservation of resources in production.
One of the major and most important long-term benefits that this strategy has is reduced pollution and waste in the environment. The decreased levels of landfills and less use of energy resources help in the creation of a green and clean environment. The environmental impact is reduced using this circular strategy, which is beneficial for society (less pollution, less waste). The pollution in the environment is reduced by utilising biodegradable materials for the production of clothes. This material includes natural fibres like cotton, bamboo etc. These materials have the natural capacity to decompose when their lifecycle ends. The use of biodegradable materials is a good initiative by the fashion industries to help control pollution. On the other, the use of non-biodegradable materials leads to certain harmful effects on the ecosystem (water pollution, sea life). Clothing made of synthetic fibres instead of natural fibres releases certain chemicals (microplastics) when washed. These chemicals lead to water pollution endangering marine life. (Henry et al., 2019). Lastly, circular strategy implementation by fashion brands also has long-term economic benefits for society. The economic benefit is the creation of new employment opportunities for the individuals present in society. As fashion brands engage in creating new strategies, they require human resources for the implementation of those strategies. This provision of jobs and employment opportunities not only helps individuals and fashion brands but also helps the local economy. The economy flourishes as more revenues are generated by businesses, increasing the overall standard of living.
A popular strategic implementation of the circular fashion strategy is given by Adidas. Being the world’s most popular footwear brand, Adidas also made efforts to make positive contributions towards the environment. Adidas’ collaboration with the global environmental organization i.e., Parley for the Oceans is a great example of steps taken for environmental sustainability (Adidas, 2020). The collaboration of both companies aimed to create a more sustainable environment by reducing ocean pollution. Ocean pollution harms the marines’ lives to a great extent, endangering many species. The release of microplastics because of the usage of non-recyclable resources leads to the endangerment of these species. Under this collaboration, Adidas used recycled ocean plastics (microplastics) for the creation of their sportswear.
Implementing the circular strategy can create a lot of success for the businesses. These strategies can be easily implemented by brands that are already generating immense amounts of profits (Adidas, Ted Baker). For a new startup in the fashion industry, implementing this strategy might require a lot of capital (Goldsworthy, 2021). New technologies and recycling tools are required for the implementation of a circular strategy, which creates problems for new entrants.
Conclusion
In conclusion, the fashion industry is a major contributor to environmental pollution. Despite meeting the fashion needs of the customers, it affects the environment to a great extent. This industry pollutes the environment through air and water pollution, waste disposal etc. To overcome this environmental impact circular strategy is used. The circular fashion strategy is a useful technique used by fashion brands to reduce environmental impact. This strategy helped many businesses achieve their long-term success (Ted Baker). The concept of this strategy is to use recycled material for manufacturing clothes and accessories. Fashion brands use this strategy, to create a more improved and less harmful product. Brands have changed their manufacturing processes. They focus on using recycled and upcycled materials for the production of new products. This helps in reserving energy resources, as the old material is recycled into new products. The strategy also focuses on the durability of the product, along with the design. The products have a longer life compared to the products made by non-recycled resources. The concept is to use sustainable energy resources and materials for production. These materials are biodegradable and would decompose naturally when their lifecycle is completed. The use of natural fibres (cotton, bamboo etc.) creates less environmental harm than synthetic fibres (polyesters etc.). Big and famous brands have invested in more sustainable manufacturing strategies (reuse and resale). Consumers have also changed their buying patterns and behaviours as they become more aware of the environmental impact of synthetic materials used in manufacturing processes. The implementation of a circular strategy creates many short-term benefits for the environment and fashion industries. Companies do not need to invest in new resources for production as old resources can be recycled. Recycling also reduces environmental impact by reducing waste buildup and landfills. As people have become more aware of using environmentally friendly products, they prefer those brands that also adhere to these strategies. Adhering to the strategy of sustainability not only helps the brand have a more loyal customer base but also helps in making a cleaner and greener environment. Along with the short-term benefits circular strategy has many long-term benefits as well. It has many benefits including environmental, social and economic benefits. Environmental benefit is the reduction of waste and pollution in the environment. The social benefit is people are more aware of the dangers of non-sustainable products and know that they need to be socially responsible. Economically it helps create jobs and employment opportunities for the local economy. As brands focus on the creation of new strategies, they require resources (financial, and human) to implement them. A circular fashion strategy can be beneficial for fashion brands and industries. It helps them create sustainable production strategies with the generation of profits.
References:
Adidas, 2020. Adidas and Parley: How Plastic Waste is Becoming the Next Big Thing in Fashion. Available at: https://www.adidas.com/parley [Accessed 10 July 2024].
Bick, R., Halsey, E., & Ekenga, C.C., 2018. The global environmental injustice of fast fashion. Environmental Health, 17(1), p.92.
Circular Online, 2019. Fashion brands exploring circular economy business models. Available at: https://www.circularonline.co.uk/fashion-brands-exploring-circular-economy-business-models/ [Accessed 10 July 2024].
Ellen MacArthur Foundation, 2020. Circular Fashion: A New Textiles Economy. Available at: https://www.ellenmacarthurfoundation.org/publications/a-new-textiles-economy-redesigning-fashions-future [Accessed 10 July 2024].
Elkington, J., 2018. 25 Years Ago I Coined the Phrase “Triple Bottom Line.” Here’s Why It’s Time to Rethink It. Harvard Business Review. Available at: https://hbr.org/2018/06/25-years-ago-i-coined-the-phrase-triple-bottom-line-heres-why-im-giving-up-on-it [Accessed 10 July 2024].
Fletcher, K., 2019. Sustainable Fashion and Textiles: Design Journeys. Routledge.
Goldsworthy, K., 2021. Circular design strategies for sustainable product development. Design Journal, 24(1), pp.41–55.
Henry, B., Laitala, K., & Klepp, I.G., 2019. Microplastic pollution from textiles: A literature review. Sustainability, 11(18), p.4886.
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A., 2020. The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), pp.189–200.
Shirvanimoghaddam, K., Motamed, B., Ramakrishna, S., & Naebe, M., 2020. Death by waste: Fashion and textile circular economy case. Science of The Total Environment, 718, p.137317.
Smith, J., 2018. Environmental Impact of Fashion. Journal of Sustainable Fashion, 5(3), pp.123–145.
Stella McCartney, 2021. Stella McCartney Sustainability Mission. Available at: https://www.stellamccartney.com/sustainability [Accessed 10 July 2024].
WRAP, 2019. Valuing Our Clothes: The Cost of UK Fashion. Available at: https://www.wrap.org.uk/sustainable-textiles/valuing-our-clothes [Accessed 10 July 2024].
