Planet blog
The fashionindustry is one of the major contributors to world pollution. (Drew & Yehounme 2017 )”If consumption continues at its current rate, we’ll need three times as many natural resources by 2050 compared to what we used in 2000.” In order to address this in the industry, we must redefine sustainability and focus on not only the way in which we produce clothing, but the way we consume. Salvation Army Trading Company Ltd (SATCOL) concluded that generally, when clothing is disposed of it still has at least 70% of its useful life left. This implies that the influence of fast fashion is causing an influx of perfectly good clothing being disposed of after only a few wears. But why? Tik Tok shop promotes a culture of constant shopping and consumerism, the app showcases trending clothing promoted by influencers and encourages users to make impulsive purchases. It has been found that in online retail, para-social relationships, informativeness and wishful identification can affect consumers attitudes and purchase intentions (Gao and Koufaris, 2006; Reinikainen, Munnukka, Maity, & Luoma-aho, 2020; Shan et al., 2020), often people feel a connection with an influencer, and want to emulate their style, creating a desire to constantly keep up with the latest trends.
The United Nations came up with 17 sustainable development goals to address things like poverty, gender equality, education and climate change. The goals act as a guide for a better and more sustainable future. One of these being responsible consumption and production, this goal encourages sustainable practices throughout the entire fashion supply chain, from sourcing materials for manufacturing and consumption. This closely relates to circular thinking, how we use the resources we have in a more sustainable way, this solution aims to minimise waste and prolong the lifespan of garments by promoting reusing, repurposing and recycling. The system whereby materials are continuously being circulated. After the covid pandemic many people became more sustainably concise due to a heightened awareness of environmental issues. In 2020, an extended survey done by Association of Manufacturers and Distributors in Spain (AECOC) stated that 44% of consumers declared to have stopped buying the products of those brands that they do not consider sustainable. Designer Patrick McDonnell is an example of this in practice. McDowell creates each piece using reclaimed fabrics and eco-friendly materials, prioritising a low carbon footprint. They also collaborate with industry partners such as Burberry for their collections, which repurpose past season fabrics and clothing. By opting for eco-friendly materials and brands that reuse dead-stock, or recycled fabrics, we can reduce waste and make a positive impact on the planet.
References
Drew, D., & Yehounme, G. (2017, luglio 5). The apparel industry’s environmental impact in 6 graphics. World Resources Institute. Recuperato 6 ottobre 2023, da https://www.wri.org/insights/apparel-industrys-environmental-impact-6 graphics#:~:text=We%20can%20expect%20increased%20demand,not%20a%20sustainable%20business%20model.
Woolridge, A. C., Ward, G. D., Phillips, P. S., Collins, M., & Gandy, S. (2006). Life cycle assessment for reuse/recycling of donated waste textiles compared to use of virgin material: An UK energy saving perspective. Resources, conservation and recycling, 46(1), 94-103.
Zhang, P., Chao, C. W. F., Chiong, R., Hasan, N., Aljaroodi, H. M., & Tian, F. (2023). Effects of in-store live stream on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262.
Alexa, L., Apetrei, A., & Sapena, J. (2021). The COVID-19 lockdown effect on the intention to purchase sustainable brands. Sustainability, 13(6), 3241.