Green will make you bloom
Planet
Planet Earth, often referred to as “Mother Earth,” is our nurturing provider, sustaining our existence providing us with resources. Throughout history, it has showered us with its abundant gifts. However, in return, what have we offered in reciprocity?
According to Earth.org, the fashion industry produces a staggering 92 million tons of textiles each year. In the past, the fashion industry primarily followed a linear economy model, resulting in clothing being discarded in landfills. However, to align with current trends and be corporate socially responsible brands, business is now adapting to a circular economy approach to enhance their brand reputation and align their values with their customers. This radical change in production and consumption patterns allows brands to have a positive impact on the economy, the environment, and society.
A circular economy in relation to fashion refers to a system in which a particular piece of clothing’s lifecycle doesn’t end in a landfill. Instead, it is reused, recycled, or reduced in the most efficient way possible. For instance, a fast-retailing brand like Uniqlo has demonstrated its commitment to the planet by reorganizing its business structure and introducing “Reuniqlo: Rebirth of Clothes.” [1]
Similarly, fast-fashion brand H&M has implemented a similar circular economy method called “Let’s Close the Loop.” In this program, customers can exchange their old clothes for thank-you vouchers, which can be used for future purchases. This approach leverages a psychological principle known as reciprocity, where people tend to respond to positive actions with positive actions.
Furthermore, fashion brands should undergo an eco-friendly revolution. It’s adopting sustainable materials, embracing circular fashion, using technology wisely, reducing water usage, and focusing on responsible sourcing. Eco-friendly packaging, collaborations, and consumer empowerment are also on the rise. If every fast fashion brand transforms their business model into being sustainable, this would not only benefit the company to build stronger brand name but to also can lead to a greater financial performance by allowing the setting of a premium price (Bendixen et al., Citation2004) and also by reducing the cost of production by using recycling material.
Sustainable fashion, aligning with the UN’s 12th Sustainable Development Goal, emphasizes responsible consumption and production in the industry. It consists ethical practices, fair labor, and reduced environmental impact. By adopting circular economy principles, like upcycling and waste reduction, fashion brands minimize waste.
Brands can play a vital role in promoting sustainability through their marketing efforts. Marketing is like their way of talking to us, and if they keep repeating the message about sustainability, it can make a big impression on us. Repetition is key because it reminds us over and over again about the mission and what we should be paying attention to. This can have a profound impact on how we shop and make choices, bringing about positive change in the fashion industry and our PLANET.
Bibliography:
Ly, B. (2021). Competitive advantage and internationalization of a circular economy model in apparel multinationals. Cogent Business & Management, 8(1), 1944012.
Hauptmann, B., & Karni, A. (2002). From primed to learn: the saturation of repetition priming and the induction of long-term memory. Cognitive Brain Research, 13(3), 313-322.
Gretchen Schmelzer. (2015). Understanding Learning and Memory: The Neuroscience of Repetition. Retrieved from https://gretchenschmelzer.com/blog-1/2015/1/11/understanding-learning-and-memory-the-neuroscience-of-repetition#:~:text=Repetition%20creates%20long%20term%20memory,multiplication%20tables)%20relies%20on%20repetition.
[1] https://www.uniqlo.com/uk/en/content/reuniqlo-studio.html