Issues
One of the critical challenges of contemporary fashion, especially post-COVID-19 fashion, is the speed at which trends come and go from fashion markets. Augier (2021) notes that this speed is increasing every year, causing the fashion industry to lose revenue and be unable to sell off existing collections. As a result, a large volume of clothing remains unused, and fast fashion creates pollution from textiles.
Another problem is the use of low-wage labor from underdeveloped countries like Bangladesh. The need to create fast fashion and follow the trend has led to the fact that brands have hired laborers at a low price. The industry experienced a crisis during COVID-19 as customers canceled orders. As a result, the lack of livelihood of people who used to sew textiles on a global scale became acute.
All these problems pose a significant challenge for brands to make their business more sustainable, including labor, products, marketing campaigns, and policies. Brands can impact the environment, so they need to act on these three areas to reduce the adverse effects. An ecological policy, namely a sustainable development course, will create ethical and knowledgeable solutions that will shape the green future of fashion.
Possible Solutions
Sustainable materials should be used when creating branded clothing. Natural materials allow for the utilization of clothing without toxic effects on nature. Such clothing has a longer shelf life and, therefore, can be utilized by consumers for longer. However, it is necessary to create demand for it, so another solution would be a proper marketing campaign and reintroduction. The campaign will highlight the benefits of natural materials and their value in preserving resources. Reintroduction can be used to redistribute goods at a lower price so that things do not stagnate without owners.
Policies should be changed, and enforcement of international requirements for ethical work should be strengthened. Brands should review their code of ethics and ensure policy compliance processes are in place so businesses do not violate workers’ rights throughout the supply chain. The revised sections should be privacy policies, terms and conditions of employment, working day norms, and scheduling. The code should be revised on the behavior of brand representatives and the mission and goals of the companies.
Recommendations for Solutions
The use of sustainable materials in manufacturing should not only include individual ranges but the entire volume as a whole. Brands should start with small products and gradually expand so their distribution process would be smooth. Reintroduction should be resorted to from the beginning of the launch of eco-friendly lines, as consumers need to be aware that fashion items can return to the store at a lower cost.
Although initially unfavorable to the company, this decision will neatly accompany the new policy and create a comprehensive eco-friendly brand image. The policy will be the most complex undertaking, so this solution should be outsourced and internally and externally audited to assess the new code’s suitability fully. The solution should be balanced and include mechanisms for testing and comparing requirements and regulations.
Expected Outcomes
Natural materials are expected to be more attractive to consumers and attract consumer interest due to qualities such as long life, convenience, and quality. In the reintroduction solution package, this will prolong the turnover of the garments, and as many consumers as possible will want to buy the product. Brands will not lose money in the production stages and increase the cost of labor fees. The new policy will strengthen the companies’ position in the market and allow them to get more consumers due to the attractiveness of the eco-friendly policy.
References
Augier, I. (2021). The future of the fashion industry in a post-Covid-19 world. Institute for Management Development.
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