Abstract
Sustainability is one of the most popular topics in the current fashion trends. Many people are beginning to realize the need to protect the environment and save resources. Therefore, zero-waste fashion is pointed out. Zero-waste means reducing the waste of resources by producing, consuming, reusing, and recycling products, packaging, and materials responsibly, without burning or discharging substances that threaten the environment or human health to the land, water, and air. It has become rather popular in Scandinavian countries. However, currently, there are still no fashion brands in China applying a zero-waste business model because they still put making a profit as the most important thing and believe that pursuing zero-waste may increase cost and reduce profit. There are many benefits of pursuing zero waste. Brands may not be very profitable in the short term, but in the long run, they will not only be more supported by consumers but also contribute to society and the environment. If these famous domestic fashion brands want to become internationally well-known, they must take social responsibility and establish their sustainable brand image. The study analyzes how a fashion brand can make a profit while maintaining sustainable development from the three aspects of garment design, production, and brand marketing and persuade those Chinese fashion brands to start operating a zero-waste business model.
Introduction
The concept of sustainability has become a major concern in the fashion industry. Reports have indicated that the industry is producing massive waste that has to be taken into landfills, leading to unsustainable levels of pollution (Mateev and Nightingale 2019). In fast fashion, the goal of manufacturers is to always produce new designs to replace the existing ones to increase sales. The problem with this strategy is that people are often forced to discard their clothes after using them for a few months because they are no longer fashionable. Customers who love fashion will always embrace new trends that emerge in the market. On the other hand, the fashion industry considers the practice a unique way of increasing their sales. They are assured that customers will not wait until such a time that they need new clothing. Instead, fashion companies have the power to dictate when customers should purchase a new product.
The ingenious sales strategy of the fashion industry has a devastating impact on the environment. According to Maiti (2022), fast fashion is responsible for over 10% of the emission of global carbon, which is more than the emissions by the aviation and maritime sectors combined. The report also indicates that the industry is the second-largest consumer of water. As the demand for these products continues to grow, manufacturers are keen on increasing their supplies. Mannarino (2021) explains that unlike other industries such as manufacturing and transport that have attracted the attention of the governments and environmentalists globally because of their impact on the environment, the impact that this industry has on the environment is largely ignored.
China has emerged as the leading consumer of fashion products in the world. Bai and Zang (2022) report that the quantity of fashion products sold in China is more than the nine other countries in the top-ten list combined. Although, on average, an individual middle-class US consumer is more likely to purchase a fashion product at a higher rate than a Chinese, the massive population of the Chinese middle class means that the volume of sales is greater in this country. Local players in this industry can no longer ignore the impact that the industry has on the environment. Although there is a need to increase profits, these firms cannot continue to ignore the impact of their activities on the environment. In this paper, the researcher seeks to analyze how fashion firms can make a profit while maintaining sustainable development from the three aspects of garment design, production, and brand marketing and persuade the Chinese fashion brands to start operating toward a zero-waste business model. The following is the thesis statement for this study:
China’s zero-waste business model can balance profitability and be more sustainable for the existing brand at the same time by improving the design, production of clothes, and marketing strategies.
Problem Statement
The fashion industry has experienced phenomenal growth globally over the past three decades. In China, the growing size of the middle class has facilitated the rapid growth of the industry. Just like other industries, players in this industry are always keen on finding ways of increasing sales. They found a unique strategy of attracting customers by introducing new trends at short intervals (Bai and Zang 2022). It means that consumers no longer have to use their clothes long enough. The designer to look trendy will force fashion-minded customers to purchase a new item even when they do not need it. It will force them to discard their current clothes, some of which may be relatively new and capable of being used for several months.
The main dilemma is that the most successful sales strategy in the fashion industry is also a major problem for the environment. The rapid sales of fashion products mean increased profitability and growth for the companies. However, it also means that more raw products have to be made available, which means more water has to be used in the cultivation of the raw materials. Forests may have to be cleared to increase the acreage of land used to grow cotton and other materials. Increased manufacturing and transportation of products translates to increased carbon emissions (Serdari 2020). There is also the problem of increased waste production as many people discard their clothes at a relatively high rate. It means that there is a conflict between profitability and growth of the industry on one side and environmental sustainability on the other. A solution has to be found to ensure that the fashion industry’s operations are sustainable.
The Rationale of the Study
This study addresses a major concern in the fashion industry that will define its future. As Kurosu (2019) observes, the fashion industry plays a critical role in the growth of China’s economy. It employs millions of people both directly and indirectly. However, studies have revealed that the current operational strategies are not sustainable. For a long time, the attention of the government and environmentalists has been on the manufacturers and transport companies. The impact that the fashion industry has on the environment has largely been ignored. However, that is no longer the case, as research has revealed that a significant portion of products that end up in landfills are from the industry (Seferian 2021). The sector is currently facing increased scrutiny, both from the regulators and the consumers.
At the moment, it may appear that championing sustainable practices means going against these firms. However, if the current rate of pollution is not put in check, Pandit et al. (2020) explain that the industry may soon grind to a halt. The environment will no longer have the capacity to produce the raw materials needed to facilitate the operations of the industry. It means that even if regulators and all the relevant authorities were to ignore the threat that the industry poses to the environment, it will reach a point when the environment itself halts operations of the industry. Through this study, players and regulators can learn about strategies that can be employed to ensure that the industry moves towards a zero-waste business model. Embracing sustainability means protecting the environment, which in turn will ensure the future of the industry.
Research Aim and Objectives
The primary aim of this study is to analyze how fashion brands can make a profit while maintaining sustainable development from the three aspects of garment design, production, and brand marketing and persuade those Chinese fashion brands to start operating toward a zero-waste business model. The following are the specific objectives that the researcher seeks to achieve:
- To determine ways in which fashion brands can maintain their profitability while embracing sustainable practices in their operations;
- To persuade fashion brands in China to embrace a zero-waste business model in their operations;
- To discuss how regulators and the private sector can work in unison towards ensuring that sustainability is achieved in the fashion industry.
Literature Review
The previous chapter has provided background information on this topic. In this chapter, the focus will be to review relevant literature on this topic. According to Wulandari (2021), any research paper is meant to address existing literature gaps. It means that one has to start by investigating what other scholars have found out. They can then identify the existing gaps that need research. Doing so helps in avoiding cases where already existing information is duplicated. The concepts of zero waste business model and sustainable production are gaining popularity in the fashion industry. Stakeholders have acknowledged that the fashion industry is one of the leading producers of waste materials, including the production of greenhouse gases (Gunawan 2020). The industry is also a leading consumer of water at a rate that is unsustainable if corrective measures are not taken. This section will focus on understanding the knowledge and concepts developed by other scholars.
Analysis of the Chinese Fashion Industry Using Porter’s 5 Forces
China has emerged as a leading global powerhouse in the fashion industry. According to Serdari (2020), for a long time, this industry was dominated by the American and European markets. However, the massive economic growth in China has turned it into one of the leading markets in the industry. The Chinese market is unique because it is currently the leading consumer and producer of fashion products. About a decade ago, the country was known for the production of these products, which would later be sold in other parts of the world (Seferian 2021). However, the huge population of the middle class that was created during that period has made the market one of the most attractive in the world. When analyzing the Chinese fashion industry, it is necessary to use Porter’s 5 forces, shown in figure 2.1 below.
When using this model of industry analysis, one of the first factors that a firm has to consider is the rivalry among existing competitors. According to Wulandari (2021), stiff competition makes it critical for a firm to consider the strategies of its rivals before making a strategic move. When competition is stiff, a firm will have to find unique ways of attracting and retaining customers. The Chinese fashion industry is one of the most competitive ones in the world. The huge market, relatively cheap labor, supportive government, and advanced technologies in the industrial sector have all made the industry highly attractive. Gunawan (2020) explains that the fashion industry in China has attracted both local and international players. In such a highly competitive industry, the focus of firms is to minimize their production costs to ensure that they can set competitive prices without compromising their profitability and financial sustainability.
The problem with this strategy is that many firms will ignore strategies meant to protect the environment, especially if it means reducing their profitability. When they realize that a zero-waste business model means embracing practices that may involve an increase in costs, a decrease in production, or a decrease in profitability, then they will feel that their existence in the market is threatened. They will feel that their rivals will have a competitive edge over them. As such, they may deliberately avoid embracing such sustainable practices in their business.
The threat of new entrants is another issue that a firm has to consider within a given industry. The main factor that defines this threat is the ease with which new firms can enter the market (Serdari 2020). They include government policies, capital requirements, size of the market, unique skills needed, the nature and level of competition, and profitability of the industry. The Chinese fashion industry is highly profitable, and the government has made it easy for firms to start operations in the country. Although there is stiff competition in the market, its huge size remains one of the most attractive elements both for local and foreign companies (Mannarino 2021). For a firm to start operating in this industry, it will require unique expertise to ensure that products are developed to meet the expectations of customers. However, the need for specialized skills cannot be a major barrier to a firm that has huge capital.
A firm can easily poach skilled workers from the existing companies by offering them more attractive remuneration. Most of the local and foreign firms targeting the fashion industry have the financial potential to meet the needs once they start operations. There is a significantly high threat of new entrants. It meant that this industry could get more competitive than it currently is. Local players in the fashion industry may be unwilling to embrace sustainable strategies if they feel that their profitability is threatened.
The bargaining power of suppliers is another factor that has to be considered when analyzing an industry using this model. Wulandari (2021) argues that in an industry where a firm has to deal with a powerful few suppliers, they will have huge bargaining power. This is often the case when dealing with large corporations or firms that supply unique raw materials that are rare to find from other sources. On the other hand, when the raw material is available from various vendors, then the power of the supplier will be low. Accessing these materials is relatively easy because of the considerably high number of suppliers. It means that the bargaining power of suppliers is low. Firms in the fashion industry can take advantage of this superior bargaining power to demand that suppliers embrace sustainable production practices (Gunawan 2020). When a firm has superior bargaining power over its supplier, it can negotiate better trade deals that reflect needs emerging in the market.
The bargaining power of buyers is another factor that is considered critical when using this model. When handling large organizational buyers, then chances are that they may have significant bargaining power over a given firm. In China, most of the buyers in the fashion industry are large retailers both in the local and international markets (Serdari 2020). These large companies tend to have high bargaining power because of their purchasing power. When they switch their loyalty from one firm to another, there will be a significant impact felt by the players. As such, there will always be a deliberate effort to try and please these firms as a way of retaining them.
The bargaining power of buyers can also be high when they have several options from which to choose whenever they want to purchase an item from the market. The number of firms in the Chinese fashion industry means that customers have several choices to make, which gives them high bargaining power (Seferian 2021). Firms in this industry have the difficult task of embracing sustainable models of operation that may increase their cost of production in a market where customers will respond to a price change.
The last factor that has to be considered in the market analysis under this model is the threat of substitute products in the market. When customers can easily have access to alternative products, then they can easily switch their loyalty to a product that they believe offer them a greater value. In the fashion industry, the threat of substitute products or services is significantly low (Mannarino 2021). Lovers of fashion cannot easily switch to products that are considered non-trendy. They have no alternative but to continue buying products from this industry. Bai and Zang (2022) explain that some people are so addicted to fashion that they will purchase a new product as soon as it is made available in the market. They purchase these products primarily because of the image that they want to show society.
Changing from these products may not be an option for these customers. Alternative products in this industry are less likely to emerge, although the industry itself has been evolving. This power that the players enjoy because of the limited threat of substitutes means that they can afford to try new sustainable practices without the fear that they may face unfair competition from rivals.
The analysis of the Chinese fashion industry using Porter’s 5 forces reveals that it is highly attractive. The industry players enjoy the growth of customers both in the local and international markets. The low cost of production in China has made the industry attractive both to the local and foreign manufacturers. As such, there has been a consistent increase in the number of players, significantly increasing the level of rivalry. Gunawan (2020) explains that when there is stiff competition in the market, action taken by one firm must take into consideration the reaction of the rivals. Firms will avoid strategies that may increase their costs because it will force them to increase their prices or compromise on their profitability.
Embracing sustainable practices often involves strategies that may increase production costs. An individual firm cannot afford to embrace such strategies for long because it can easily be forced out of the market due to loss of customers or reduction of profitability. However, the model shows that the industry does not face any threat of substitute products. It means that when all the players decide to ensure that their operations are sustainable, then they come to bring the desired change in the industry. In such a case, it becomes necessary to have the government’s involvement to ensure that all the players will embrace sustainable strategies.
Understanding the Concept of Sustainability in the Fashion Industry
The concept of sustainability has attracted the attention of scientists, the business community, politicians, and scholars over the past several years. The concept has been defined in various ways depending on the entity involved. According to Wulandari (2021), sustainability refers to the deliberate avoidance of depleting natural resources while using them to ensure that ecological balance is maintained. On the other hand, the United Nations defines sustainability as “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (United Nations 2022, 4). The definition by the United Nations has remained largely acceptable in various sectors of the economy around the world. In the business sector, there is an effort by the players to ensure that their activities do not in any way affect the environment negatively.
In the business sector, the need to protect the environment is becoming increasingly critical. It has become evident that a firm cannot survive in an environment that is highly polluted. Irresponsible disposal of wastes would consistently render a given environment hazardous for people (Haywood 2020). In such a case, it will force a firm to relocate to a different place when its current location becomes uninhabitable. If the current irresponsible waste generation and disposal practices are maintained in the new location, the firm may once again be forced to relocate after a short while.
In the fashion industry, the concept of sustainable practices has become more relevant than it has ever been in the past. Serdari (2020) explains that sustainability in fashion starts at the stage of the production of raw materials. The cotton used in the industry consumes a significant amount of water, and sometimes there is a need to use pesticides and other chemicals to ensure that there is increased production. The same practice is used in the production of wool, leather, and other raw materials used to manufacture various items in the industry (Mannarino 2021). The problem is that some of these practices have a devastating impact on the environment, especially on rivers, when these chemicals are washed away into water bodies. It threatens the ecology in the affected areas, a trend that scientists have warned against.
At the production stage, individual companies in the industry have to embrace the need to move towards a zero-waste business model. They have to find ways of lowering their rate of pollution. Air pollution is emerging as a major concern in China, as Haywood (2020) observes. The rate at which companies are emitting greenhouse gases in the country is not sustainable. Individual firms have to find ways of lowering their emissions by using green energy and other emerging technologies. Industrial effluents in the fashion industry are another major concern. Firms have to ensure that they process their wastes before releasing them to the environment to ensure that they are as harmless as possible.
The greatest sustainability challenge in the fashion industry is the disposal of waste products that have been consumed by customers. According to Wulandari (2021), in fast fashion, the trend has always been to introduce new products at short intervals to increase sales. It means that as soon as a given fashion product is considered to have hit the plateau in its growth curve, the manufacturers will immediately consider introducing a new product. The challenge that arises is that the moment a new product is introduced, the existing ones will immediately be rendered out of fashion. Fashion enthusiasts will immediately stop using dresses considered out of fashion even if they are in good shape. If they do not find someone who will be willing to use the items, especially in the second-hand clothing industry, then these relatively new and usable products will end up in landfills, as shown in figure 2.2 below.
Sites such as the one shown in the figure above are becoming increasingly common. The more these piles of waste continue to grow, the more they become a major problem in the affected areas. Haywood (2020) says one of the ways of managing these wastes is to burn them. Although some of these materials are biodegradable, and with time, they can become safe for the environment, the rate at which they are being generated is far higher than the rate at which they are naturally integrated into the soil. It is also worth noting that some of the materials in these wastes are not biodegradable. The quickest and cheapest solution that institutions take to manage such huge piles of waste is to burn them. The process has a major impact on the environment. The gaseous emission from the burning of these materials is a major pollutant. Some of them are greenhouse gases, while others are poisonous to humans, animals, and plants.
Pillars of Sustainability
The fashion industry is growing rapidly, especially in China and other major economies around the world. Long considered the factory of the world, China has become the main producer of fashion products globally. Local and foreign firms have emerged to take advantage of the growing opportunities in the market. However, environmental concerns are emerging as the number of these firms continues to increase. Serdari (2020) explains that the overwhelming majority of these companies are focused on maximizing their profits by lowering costs as much as possible and increasing their production capacity. The problem is that the strategies that these firms use do not take into consideration the need to protect the environment. Understanding the three pillars of sustainability can help the players in this industry to embrace best practices in their production.
The three pillars of sustainability, shown in figure 2.3 below, are based on the premise that a firm cannot afford to focus on profitability alone if it is committed to remaining operational for a long period. The first pillar of sustainability is social, which primarily focuses on people. The management of a firm should ensure that operational activities do not negatively affect the locals (Seferian 2021). Challenges such as noise pollution are always a major concern in the manufacturing sector. The firm should work with the locals to find a way of addressing such a challenge.
Besides addressing challenges associated with pollution from the firm, it is also important for the firm to be of direct benefit to the locals. It should create sustainable employment, support other businesses, and engage in corporate social responsibilities meant to help the less fortunate in the environment. Haywood (2020) warns that although the locals may not be the clients consuming the firm’s product, they can directly paralyze the operations of a company. They can sabotage a firm indirectly through their representatives in the government or directly by demanding the closure of the firm or even attacking it. They can be a great source of insecurity that normal operations at the firm may become impossible.
The second pillar of sustainability, which is at the very core of the system, is the environment. The industrial revolution made it possible for companies to mechanize their production, making it possible to significantly increase the volume of production (Mannarino 2021). The problem is that the environment has largely remained ignored. Most of the players in the industrial sector did not believe that their operations may have any significant influence on the environment. When it became apparent that global warming and climate change are directly linked to the emission of greenhouse gases and irresponsible disposal of wastes, most manufacturing companies ignored these warnings because of the need to protect their profits. In the fashion industry, it is becoming evident that pollution from the sector is posing a major threat. As shown in figure 2.2 above, these huge piles of waste are becoming a major concern.
The environmental pillar of business sustainability demands that firms should embrace practices that do not have a devastating impact on the environment. Serdari (2020) acknowledges that it may not be easy for a firm to achieve zero waste production in its operations. However, deliberate steps can be taken to limit these wastes. Using renewable energy can help in reducing the emission of greenhouse gases. Processing industrial effluents can help in ensuring that these wastes are friendly to the environment. Effective use of raw materials can reduce the demand for them, which means that there will be reduced pressure on their production. These steps mean that the concerned firm may be required to incur additional costs of production to protect the environment. At a time when firms are struggling to cut the cost of operation, especially in highly competitive industries such as in fashion sector, such strategies are always undesirable. However, a firm that seeks to achieve sustainable practices will find a way to embrace them.
The third pillar of sustainability is economics, which refers to its profitability. The basic economic principle of running a business is that the total costs of operation should be less than the revenue generated from the activities (Haywood 2020). The difference between the revenue and the cost is what entails the profits of a firm. A company can only be sustainable if it makes profits. At such a level, it is assumed that it can pay for all the activities involved in making products available to its customers. One of the best ways of achieving profitability in operations is to significantly reduce costs. The management needs to identify factors that inflate the overall cost of operation.
The relevant team can then focus on eliminating waste and streamlining operations to lower operational costs. Wulandari (2021) explains that many firms often ignore the first two pillars of sustainability and focus only on profitability. Although a company cannot survive if it is running at a loss, achieving profitability is not the only parameter defining its success. Firms in the fashion industry have perfected the art of making profits in this industry. They define market trends and dictate what customers purchase. However, these traditional strategies of increasing revenues for a firm may no longer be sustainable. It is becoming necessary for firms to consider sustainable practices that will increase their revenues without negatively affecting the environment. Protecting these three pillars of sustainability is the only way through which a fashion firm can achieve sustainable success in the industry.
Towards a Zero-Waste Business Model in the Fashion Industry
The fashion industry in China is currently enjoying rapid growth because of the local and international brands. Gunawan (2020) advises that it is always easy to embrace sustainable practices at a time when the industry is going through a boom because there are enough resources to commit to research and new initiatives. Massive waste in landfills, shown in figure 2.2 above, is one of the leading concerns in the fashion industry. Figure 2.4 below proposes ways in which the industry can deal with this problem effectively.
The first step is to track waste data that is directly attributed to the fashion industry. The goal at this stage is to understand the volume of waste that needs to be dealt with in the industry. The second step is to define zero waste, as shown in the figure below. Stakeholders need to understand the current state of affairs and what needs to be achieved within a specific period. Defining zero waste essentially entails what needs to be achieved to solve the identified problem. The third step is to prioritize waste-reduction activities. Various strategies may likely emerge that can be used to solve the problem. Stakeholders must acknowledge that some strategies are superior to others in terms of cost and efficiency. Because of the limited resources, the team must select activities considered to be more effective in solving the problem.
When the best strategies have been selected, the next step is to engage employees who will be involved and to build a sustainable culture. Employees need to be informed about the need to embrace new practices. The roles and responsibilities in the new system have to be defined in clear terms (Seferian 2021). The firm will then need to inculcate a sustainability culture among the employees. All stakeholders should appreciate the need to embrace the new concept instead of feeling that they are forced to act in a given way. The next step is to strengthen supplier partnerships (Haywood 2020). The company should maintain a close relationship with the suppliers to ensure that they can communicate effectively about the emerging trends. The close partnership will help the company in ensuring that these suppliers will be willing to embrace changes that may be introduced regularly in line with the changing expectations both in the market and at the production plant.
The next step is to resolve the existing regulatory challenges that may affect the implementation of the selected activities. According to Wulandari (2021), the regulatory environment can sometimes impede the implementation of an effective strategy meant to enhance sustainability. When proposing ways of minimizing waste, a firm should take into consideration existing regulations by relevant authorities. Sometimes it may be necessary to engage these agencies to help revise policies considered ineffective in achieving specific outcomes. When these hurdles are eliminated, the team should then focus on achieving landfill-free policies. It is at this stage that the proposed policies will be implemented. For instance, the team may introduce the use of renewable materials that can be reused or recycled to produce various fashion items to ensure that they do not easily end up in landfills.
Once a new strategy is introduced, the next step is to improve it based on the feedback that it received. It is normal to find cases where the introduced practice has major weaknesses that need to be addressed. The management of the firm should test the effectiveness of the introduced activity. It should also take into consideration the views of all employees, suppliers, and other stakeholders to enable it to understand areas of weakness that need to be addressed (Mannarino 2021). The last stage is to share best practices that have been tried and tested in the industry. As previously mentioned, the need to protect the environment should not be the responsibility of an individual or a few people in the industry. Instead, it should be a combined effort of all the stakeholders. Best practices that can enable the industry to move towards zero-waste should be embraced.
Achieving Sustainability in the Fashion Industry
The fashion industry is one of the strongest pillars of the Chinese economy. However, it is necessary to admit that the current practices are not sustainable. A significant number of companies in this industry are not keen on embracing the zero-waste concept of production because they feel it will compromise their profitability. Studies have strongly suggested that the future of the industry can only be protected if the players embrace sustainable practices. Players have to find ways of addressing the problem of emission of greenhouse gases and increased amounts of waste in the landfills, which are directly linked to the industry. The following are the stages in which sustainability should be considered.
Sustainability at the Design Stage
Sustainability in the fashion industry needs to start at the initial stage of design. The major problem that currently exists is that most fashion products are designed to replace the existing ones as a way of increasing sales (Haywood 2020). Companies in the industry should consider changing this strategy because it has been blamed for the massive production of waste. Instead, there is a need to design clothes that can be used alongside those that are in existence. It means that fashion lovers can blend their current clothes with the new ones and still appear to be trendy. The goal is to eliminate the need to constantly buy new clothes even when the existing ones have not been used long enough. The new trend should be able to improve the existing ones. The strategy will guarantee these companies decent sales without creating the need for customers to completely overhaul their wardrobes.
Sustainability at the Production
Massive wastes are always produced at the production stage in this industry. Individual companies, with the help of relevant regulatory authorities in China, can ensure that they manage the production of wastes in their production stage. Gunawan (2020) explains that one of the ways of achieving sustainability at the production stage is to use renewable energy sources. Green energy has a significantly lower impact on the environment compared with that generated from fossil fuels. A firm should also ensure that it significantly reduces waste from its production plants. When necessary, resources such as water and raw materials should be recycled and reused. Industrial effluents should be processed to ensure that they are safe for the environment before being released. Using the industry’s best practices in production will also help in reducing the negative environmental consequences.
Sustainability in Brand Marketing
In the fashion industry, a significant portion of waste comes from used clothes that are then thrown into landfills even before they are used. To change this trend, companies can redefine their brand marketing. They can focus on informing their customers of the need to reuse these products long enough before discarding them. They can also explain how these products can be used alongside the new ones that are produced. Fashion enthusiasts will realize that they do not need to throw away relatively new clothes. Instead, they will find a need to reuse these items for a relatively long period. The rate at which the used clothes are taken to the landfills will be significantly reduced.
Reduce, Reuse, and Recycle Concept
The fashion industry in China is currently one of the most attractive in the world. However, its sustainability is currently in question because most of the players only focus on profitability, ignoring the other two pillars of sustainability. It is no longer possible for an industry to operate successfully without taking into consideration the need to protect the environment. There is an urgent need to move towards a zero waste social business model. Figure 2.5 below shows that to achieve the zero-waste goal in the fashion industry, firms need to embrace the concept of reusing, reducing or repairing, and recycling.
The raw materials used in production within this industry should be reused as much as possible. For instance, water should be reused for other purposes to minimize waste. One major area where reusing is critical in the fashion industry is at the consumption level (Kurosu 2019). The fact that some people discard their clothes after using them for a few months is the main reason why the size of landfills is increasing in the country. These people should be encouraged to reuse these clothes for as long as possible. Companies in the industry can help achieve this goal by ensuring that new products that they make available can be used alongside the existing ones to eliminate the need for these customers to overhaul their wardrobes.
Reducing the demand for specific products is another important way of achieving sustainability. When a company can use renewable energy to run its production, it will reduce its demand for energy on the national grid (Wulandari 2021). The same is the case when the firm decides to recycle water used at various stages of production. The reduced usage of these critical resources means that other stakeholders can access them with ease. It also leads to a significant reduction in the emission of greenhouse gases. This concept also emphasizes the need to repair tools used in production instead of replacing them. A firm may consider it easier to replace instead of repair when it is financially empowered. The problem is that when such tools are replaced, they become wastes, which directly endanger the environment. Firms in this industry should prolong the lifespan of tools and materials through proper maintenance and repair.
Recycling has become one of the critical ways of achieving sustainability in any industry. When a product has been used or is past its shelf-life, there is always the temptation to discard it. However, doing so exerts more pressure on natural resources as there is a constant need to do more manufacturing. The practice also increases the number of wastes produced in a given industry. When a product is recycled, it reduces the need to purchase a replacement (Mannarino 2021). It also reduces the number of waste that comes from industry. In the fashion industry, there is a need to embrace recycling. Plastic materials can be recycled to make other useful products. The industry can also support the sale of second-hand clothes as a means of recycling. There is a huge market for second-hand clothes in China and developing nations of Africa, and parts of Asia. Instead of disposing of usable clothes, they can be collected, cleaned, ironed, and then sold as used clothes.
Compostable materials also need to be collected and processed within a firm. Haywood (2020) admits that not all wastes can be reused or recycled. Most of the organic wastes from the kitchen cannot be recycled or reused. Some of these food items are not fit for animal consumption. Instead of dumping them in open places where they can cause air pollution and facilitate the spread of various diseases, they can be made into compost (Kurosu 2019). The fertilizer that comes from the compost can then be used in planting trees within the compound of the company or in the immediate environment. The excess fertilizer can be donated to the immediate community to facilitate their agricultural activities.
Methodology
The previous chapter has provided a detailed discussion of the literature to help understand what other scholars have found out concerning this topic. In this chapter, the focus is to explain the method that was used to obtain and process data obtained from different sources. This paper used both primary and secondary data sources, as Hennink, Hutter, and Bailey (2020) note. Secondary data was obtained from books, peer-reviewed journal articles, and reliable online sources. Primary data was obtained from a small sample of experts and entrepreneurs in the field of fashion within the country.
Data Collection Method
The concept of sustainability has attracted massive attention from scholars who have been keen on understanding how the current generation can effectively meet their needs in a way that does not compromise the ability of the coming generation to meet theirs. As such, it was prudent to start the research by looking into the available studies in the field. The researcher relied on databases such as JStor, Scopus, Anthro-Source, ERIC, and Directory of Open Access Journals to obtain the relevant peer-reviewed journals. Google Scholar was another resourceful platform that made it possible to identify both books and journal articles. Using keywords and phrases such as sustainability, waste, fashion, carbon dioxide, emissions, greenhouse gases, production, design, and marketing, among others, the researcher was able to identify the relevant materials. The researcher also used the school library to access some of the secondary materials.
The researcher also had to obtain data from primary sources to fill in the gaps that were identified in the literature. The impact of the fashion industry on the environment and the need to embrace a zero-waste business model in the industry are issues that are yet to get the proper attention of scholars. As such, it meant that the researcher had to collect primary data from a sample of experts in the local fashion industry. A simple random sampling was used to identify individuals capable of providing the needed information. According to Allibang (202), it is always necessary to define inclusion and exclusion criteria to ensure that only those with the needed information are sampled to take part in the study. As such, those who took part in the study had to meet specific criteria.
The participants had to be experts in the field of environmental sustainability. It was necessary to ensure that these participants understand how manufacturing affects the environment, measures that can be taken to mitigate the problem in China, what the current stakeholders are doing, and the best practices globally that locals should embrace. The research also included entrepreneurs or top executives in the fashion industry who understand the current challenges that the industry faces and how it can adjust accordingly in a business environment where there is a push to embrace sustainable practices. Customers consuming fashion products and being concerned about their impact on the environment were also included in the study. Most of those who were sampled are generation Z, who have a better understanding of the emerging trends. A sample of 100 participants was considered adequate for the study. A significant number of them were randomly selected from WeChat, and there was an attempt to have a gender balance of 50 male and 50 female participants.
A simple questionnaire was developed to facilitate the data collection process. The questionnaire had open-ended questions to allow participants to explain their answers in detail. As Dawson (2020) observes, such unstructured questions are often effective when the research design is qualitative. It makes it possible to understand a phenomenon in great detail. The document was sent to the participants, and then they were requested to fill it out based on their knowledge and experience. They were given one week to fill in the questionnaires and send them back.
Data Analysis
When data had been collected, the next stage was to conduct an analysis. Allibang (2020) explains that the method that one chooses to analyze data often depends on the goal that needs to be realized. In this case, the goal was to analyze how fashion firms can make a profit while maintaining sustainable development from the three aspects of garment design, production, and brand marketing and persuade the Chinese fashion brands to start operating toward a zero-waste business model. The most appropriate research design was a mixed method analysis. It made it possible to explain in detail how the industry’s activities affect the environment, the approach that stakeholders have taken to address the problem, and what needs to be done.
Using qualitative research was considered necessary because it made it possible to go beyond simple statistics when explaining the problem and to define its solution. The fashion industry in China has experienced a massive boom, and the majority of the players are focused on profitability instead of sustainability. Using qualitative methods, it was possible to explain the factors that make it difficult for the stakeholders to embrace sustainability and what can be done to address the problem. Findings were presented in the form of statements from some of the participants, graphical outcomes, and interpretations of the same.
Ethical Considerations
When conducting research, it is always essential to take into consideration ethical concerns. When data is collected from individuals, one of the ethical issues is to ensure that all participants understand the nature of the study and the reasons why they were chosen (Clark, Foster, Bryman, and Sloan 2021). The researcher contacted every sampled participant and explained the goal of this study, its benefit to the fashion industry, and the role that they were expected to play. All their questions and concerns were adequately addressed before they took part in the study. Participation in this research was also voluntary, as Dawson (2020) recommends. It means that only those who were willing to be part of the study were included in the research.
Protecting the identity of the participants is another important ethical requirement that was observed. According to Allibang (2020), when investigating a controversial issue or a highly divisive matter, a researcher should understand that sometimes respondents can be victimized. They can be verbally or even physically attacked by those who are not in agreement with their opinion. With this concern in mind, the researcher ensured that all the participants in this study remained anonymous. The issue of waste management in the fashion industry is still considered controversial in the fashion industry. Although there is a general agreement among all the stakeholders that the environment needs to be protected, the majority of companies in this field are not keen on embracing some of the sustainable strategies of production because of the fear that their profitability will be reduced.
They prefer traditional methods that focus on mass production within a relatively short period and at the lowest cost possible. It means that if the management of these companies realizes that a section of their employees is critical of their current strategies, they can make punitive steps against them. Instead of using their actual names, the researcher assigned these participants’ numbers as their form of identity. It helped in ensuring that no one could trace them. The participants were informed that their identity was protected.
As an academic project, it was ethical to ensure that rules and regulations set by the school were fully observed. One of the most important ethical requirements in academic papers is to avoid all forms of plagiarism. The researcher made sure that this paper was written from scratch. Information obtained from participants was properly explained. Data from secondary sources were cited using Chicago Author-Date referencing style, and a list of all the sources used was provided. The researcher also made sure that the report was completed within the right time and in the format defined by the supervisor.
Survey Results and Discussion
The previous chapter explained the method that was used to collect and process data used in this study. In this chapter, the focus is to present findings made in this study. Sustainability in the fashion industry is rapidly gaining the attention of different stakeholders in the industry. Consequently, scholars have also been drawn into this debate to try and find a solution to the problem and to steer players in the industry towards a zero-waste business model. Data collected from the participants were analyzed qualitatively to help in achieving the aim and objectives of the study.
Survey/Interview Results
To make those brands truly zero waste, I will suggest being sustainable start from the first step of producing clothes-fashion design. It will be a good idea to let designers use CLO-3D to design cloth rather than use paper patterns and muslin. Every year, designing clothes will waste a lot of paper patterns and muslin, so the use of CLO-3D can reduce the waste of resources from the beginning of the design and can also improve efficiency. Because the electronic version can be sent directly to the board maker and the factory, it can save costs. For the production process, fabrics and accessories are used recycled fabrics, like plastic bottles, glass, or second-hand garments. Brands will pay more attention to the quality and wearability of the clothes so that the clothes can be worn for several years instead of being thrown away. The researcher interviewed experts in the fashion industry to see that their experiences will lead us to a reliable conclusion. In this way, we know whether my ideas are possible to implement.
These are the questions used to interview the designer:
- Could you please tell me your opinions on CLO-3D? Do you think it is convenient and can improve working efficiency?
- When you design clothes, will you consider sustainability?
- Do you think zero-waste fashion is possible? Why?
Response from designer A, a professional fashion designer based in Bay Area: Response to question 1: While I have yet to learn how to utilize CLO3D to design and create garments, I have closely watched the development of such skills by friends who work in the industry, colleagues, as well as by students who have been learning it in the fashion department I teach within. From what I’ve seen and learned, it seems to be an incredibly and inspiringly resourceful tool that enables designers to navigate the creation of their design ideas with a certain level of convenience and efficiency once they master the skills of the software. So long as mastery of this program does not become a replacement for designers acquiring and maintaining real, tactile familiarity with creating 3D forms and being in touch with the reality and the result of garment manufacturing, then it may certainly be something with a positive impact on our industry.
Response to question 2: The main method through which the work I am currently creating as a designer considers sustainability is that I create one-off items out of recycled materials, and with these materials, I have been finding methods of utilizing a majority of the material waste created in the garment construction process back into the textiles I am creating.
Response to question 3: I think that creating zero-waste fashion is a possibility that many designers have already been creating successful production systems for. While the work required to set such a system of not discarding their material byproduct in place may seem like a great deal of work for designers who haven’t previously done this, and for the industry as a whole, it is not an impossibility, but rather a method that can simplify the hurdles the human population faces globally, due to waste.
Response from designer B, a professional fashion designer based in Norway: Response to question 1: I have not used this or similar programs before. I do think it will be useful and helpful. The only problem I see is that if you are a designer starting up and are getting used to these programs, it might restrain your thinking and ability to visualize. I think it is important to get the knowledge and understanding first then you can start using these programs.
Response to question 2: In all the clothing we make/design, we have sustainability as a high priority. We consider the fabric we use. Are the garments long-lasting? Is the fabric recycled? What is the dying process? What is the production process? What is the best way to ship the goods (we have now started transporting by train, which is better for the environment)? Also in our business travels, we will travel by train if possible. We consider sustainability in all aspects of our work.
Response to question 3: Yes, with woven textiles, it is a bit difficult because you cut the fabric into the shape of the pattern to make the clothes, but with knitted garments, it is being done. You then knit each pattern piece. I do believe it will also be possible to weave each piece, but at the moment, this would be a very expensive production. We always consider our waste in production and if we have left-over fabrics that can be used, we will try to make accessories. From the left-over cotton jersey, we make headbands, and with more technical fabrics, we make baby booties.
Response from designer C, a professional fashion designer based in Finland: Response to question 1: I see CLO-3D (and other 3D programs in the market) mostly as a selling tool rather than a design tool as they are now. In professional designers’ minds, all designs are 3D inside their heads, and as the programs are rather clumsy and time-consuming, it makes sense to use Illustrator (or similar design programs) in making the designs and then turn these into 3d if needed. We use 3D specialized designers for such needs. For presentations, 3D pictures are getting more and more important, and the format fits well with technical apparel design. 3D pictures are appealing and easy to understand even if you are not so used to reading pictures. CLO-3D also requires quite close co-work in-between pattern maker/technician and designer, and this also makes it a bit difficult tool. Shapes and volumes are really important in making garments and design and, therefore, a design tool that needs simultaneous work of many professionals is a bit hard. When all this hustle is developed better I am sure I will start using 3D programs much more. The design with them itself does not differ from Illustrator use that much.
Response to question 2: A lot! Sustainability is a key factor in any kind of design in Northern Europe. Long-lasting high-quality designs from quality fabrics are what real brands are known for. On top of this, sustainability has to be considered in all the other acts brands do. In logistics, human resources, and more.
Response to question 3: I see that this is possible but difficult. A lot of brands use zero-waste as an important tool and I see it is possible if you make for example jersey items. In technical 2-layer and 2-layer fabrics you can use it too but is more difficult. I rather see not zero-waste but as-small-waste-as-possible useful. Then re-using the small waste pieces to make the waste more sustainable. Mono-materials are also very important and help a lot when reducing the amount of waste and add-ons to re-use material.
Based on the response from these participants, it became evident that developed countries, especially the Scandinavian countries, pay special attention to sustainability. Not only consumers but also designers and brands put sustainable development above profitability. Those Scandinavian fashion brands hope to bring a positive impact on society. The production process is an important part of maintaining sustainability. Fashion brands should use recycled fabrics and accessories and care about labor rights during garment production.
The researcher also interviewed a garment manufacturing factory in China about their attitude toward Zero-waste fashion. This garment manufacturing factory’s customers are mainly from Scandinavian countries, and they pay much attention to sustainable fashion. The fabrics that the company use is recycled, and the factory also has international certification of labor rights. Therefore, I believed this factory could answer my questions about sustainable production professionally, and the questions were as follows:
- Are there any fabrics that can reduce waste?
- Do you think zero-waste fashion is possible? Why?
Response to question 1: Yes, currently some fashion brands are focusing on sustainability by using recycled fabrics and accessories. Those recycled fabrics and accessories are made from plastic bottles and second-hand garments. For example, fabrics from second-hand garments are 320D Taslon, 300D Oxford (100% polyester), Pongee fabric (100% polyester pongee), and Bonded fabric (96% polyester/4% elastane with membrane and inside brushed fleece backing). Fabric made from plastic bottles (PET plastic) is polyester.
Response to question 2: Actually, I think completely zero-waste is still quite difficult currently. During the garment manufacturing process, there must be resources wasted, like water and electricity. The only thing we can do now is reducing the waste of resources as much as possible. Currently, there are recyclable fabrics, and now many fashion brands are starting to use environmentally friendly fabrics that have little environmental pollution. In addition, pursuing sustainable fashion will increase manufacturing costs, because the fabric is more expensive and production requirements are stricter. If the brands don’t keep prices down, it doesn’t matter if we follow their requirements to produce sustainable development. Our company is mainly engaged in the European market. European customers pay much attention to sustainable development, so our company has registered environmental protection and human rights certificates. Now the government also attaches great importance to environmental protection. Therefore, I believe that the pollution of the fashion industry to the environment will become smaller and smaller in the future.
Statistical Analysis
The researcher also processed the collected data statistically to understand trends in this industry. It was necessary to understand the views of customers when purchasing fashion products. The researcher asked participants to state the most important thing when buying clothes. As shown in figure 4.1 below, most of the participants noted that design style is the most important thing when buying clothes. Another significant portion of the participant identified the quality of the product as an important factor, while others identified price as an issue. None of them identified the eco-friendliness of the product as being the most important, which is a worrying sign that consumers in the country do not prioritize the environment as a major concern.
The researcher also wanted to know if these consumers pay attention to sustainable development in the fashion industry. Most of the respondents stated that they occasionally pay attention to sustainable development. A significant minority noted that they usually pay attention. The data shows that an overwhelming majority of the participants, at about 90%, pay attention to sustainable development. Only 10% noted that they never pay attention, while none of the participants stated that they are not aware of the concept, as shown in figure 4.2 below. It is encouraging that customers are becoming sensitive about sustainable development in the fashion industry, as shown in appendix 3.
The researcher then presented the participants with two options when purchasing a cloth. They were asked to state whether they would sacrifice eco-friendliness for the affordability of the product. As shown in figure 4.3 below, the majority of the participants, at 62%, noted that they will opt for an eco-friendly but a little expensive product. The other 38% noted that they will prefer a cheap product that is not eco-friendly. This is an indication that customers are becoming sensitive to the product that they purchase. Appendix 2 shows a physical store of fashion products on display.
Case study/Brand Analysis
According to the reading “Ex-Adidas Brand Chief Wants to Build a Sustainable Supreme”, many big-name executives and designers are now working to reduce their company’s environmental impact. And nowadays more and more fashion brands are based on sustainable development and reducing waste of environmental resources, not just earning profit. This phenomenon is positive because our living environment is getting worse and worse, with rising temperatures, melting glaciers, and pollution. These problems are caused by people over-exploiting resources and destroying the environment. These problems can be alleviated only when people put the protection of environmental resources in the first place.
After reading the article “Sustainable Fashion’s Credibility Crisis”, as the topic of sustainable development is very hot at the moment, many fashion brands have taken a sustainable development route, including fast fashion brands. But in the eyes of consumers, these fast fashion brands are using this topic to the hype, and they are suspected of over-green-washing. Due to the reason fast fashion is originally a mass production, a large number of updates and orders do not save resources at all. If sustainable development is over-marketed, consumers may question whether protecting environmental resources will be a new business routine for businesses. Therefore, when those fashion brands promote themselves, there must be practical actions for everyone to see.
Discussion
The analysis of data from the respondents pointed out fashion industry in China is growing rapidly. China has become the leading producer of fashion because of the favorable conditions for production. The cost of production in the country is one of the lowest in the world, a fact that has attracted firms from all over the world. As the local demand for fashion products also continues to increase, China is set to become the undisputed global powerhouse in the fashion industry. However, this impressive growth is threatened by the fact that production practices used by the locals are unsustainable. It is necessary to discuss the findings made in the study in detail.
Reasons Why Chinese Firms Are Reluctant to Embracing Zero-Waste Model
The global community currently understands the concepts of global warming and climate change. It is clear that human activities, especially in the industrial sector, have a direct impact on climate change. It is also evident that pollution is a major problem that affects not only the environment but also the normal operating activities of a business. If a business fails to protect the environment by avoiding pollution, then the environment soon becomes unsustainable for the firm’s operation. In cities such as Shanghai, Shenzhen, and Beijing, the level of air pollution is so high that sometimes young children and the elderly have to avoid some parts of the city. As such, players in the fashion industry are aware of these serious effects of pollution.
The researcher was interested in understanding why players in this industry are reluctant when it comes to embracing the zero-waste business model in their operations despite knowing the serious consequences of pollution. The primary reason that emerged from the interviews was that local firms are keen on increasing their revenue. Some of the sustainable production policies require these firms to reduce their production capacity (Haywood 2020). A reduction in production levels means that there will be a significant drop in revenues generated. As shown in the analysis above, some of these strategies also require a firm to encourage customers to reuse their existing clothes for as long as possible before discarding them. Such adverts have a direct negative impact on sales because when a customer uses a product for a long period, then they will not have a good reason to purchase new ones. These strategies are effective in reducing pollution from the fashion industry, but they also reduce sales volume. Local firms in China have been keen on embracing these strategies because they seek to achieve growth in their revenue.
The additional costs associated with some of the green production strategies are another reason why some of the local firms have failed to embrace sustainable strategies. Serdari (2020) explains that currently, it is significantly cheaper to use traditional production strategies than the new environmentally sustainable strategies. It is cheaper for a firm to release its industrial effluents into the rivers without proper processing, although the impact on the environment is dire. A firm that embraces the zero-waste business model will process such wastes and ensure that they are safe for the environment before being released from the company. Such steps are not only costly but also time-consuming. When given the opportunity, many local firms would prefer the shorter and cheaper routes of production, which tend to be dangerous to the environment.
Relaxed government regulatory policies are also a factor that has contributed to the slow rate at which the zero-waste business model in fashion is yet to be embraced by the majority of players in the industry. Traditionally, it is natural for firms to focus on profitability and growth as much as possible, even if it means ignoring environmental concerns (Rissanen and McQuillan 2020). As such, the government has a role of prevailing upon individual companies and ensuring that they operate in a way that does not adversely affect the environment. However, the study revealed that these firms have enjoyed an environment where the government supports their expansion and ability to dominate the global market. Although there are regulatory policies meant to ensure that the environment is protected, enforcement of these laws is weak. Those who fail to abide by the policies do not face any major government sanctions. The trend has encouraged the local players in the fashion industry to focus more on profitability and increased production capacities as opposed to the need to protect the environment.
How to Promote Zero-Waste Business Model in the Chinese Fashion Industry
The Chinese fashion industry is growing rapidly, and there is even a greater opportunity for further growth as it seeks to dominate the global market. The low cost of production and other favorable conditions for local and foreign companies all indicate that it is poised to be the primary production point of fashion products. However, the current practices are unsustainable and directly threaten the bright future of this industry. There is an urgent need for the stakeholders to rethink their strategies in this sector. The only way of ensuring that sustained growth is achieved in the fashion industry is to effectively address environmental concerns.
One of the strategies that can be used to address the problem is for the government agencies to review the current environmental policies and ensure that they are effectively implemented. At the moment, it is clear that the majority of the companies in the fashion industry in China are not keen on embracing sustainable practices because of cost implications and the desire to expand (Haywood 2020). If the government fails to implement strict policies, then chances are that the current status quo will be maintained. These policies will act as a deterrent to firms that are only focused on making profits at the expense of the environment. They will be constantly reminded that when they fail to abide by the set environmental policies, then the government will take punitive actions against them. The need to avoid punishment from the government will force these firms to reconsider their current policies.
Industry-push strategies tend to be more effective and friendly than when the government uses regulatory policies. Instead of waiting for the government to enact and implement strict regulations, the industry players can decide to self-regulate. They can assess their current operations, identify major weaknesses, and then define a path that they can take to eliminate or significantly reduce pollution. Europe and North America have already taken steps to address pollution in the fashion industry (Serdari 2020). The analysis conducted above shows that Scandinavian countries are also keen on having a fashion industry that is sensitive to the environment. As such, the Chinese fashion industry has best practices from which to borrow. It can develop its unique practices that every firm has to embrace.
Emerging technologies offer unique solutions to most environmental challenges. Local companies in the fashion industry should consider using these emerging technological inventions as a means of embracing sustainable practices in their production. One of the strategies would be to use renewable energy sources for production instead of fossil fuel. Solar power, wind energy, and biofuels are emerging as clean energies that can be used in the industrial sector to reduce reliance on the national grid and fossil fuels. Technologies have also emerged that can facilitate the processing of industrial effluent into safe products that can be released into the environment (Rissanen and McQuillan 2020). These steps can significantly reduce the number of greenhouse gases, industrial effluents, and other wastes from the industry. Appendix 1 shows a model that players in this industry can embrace.
Conclusion and Recommendations
The fashion industry in China has gone through massive growth over the past decade. It is currently one of the most attractive fashion industries in the world both in terms of production and consumption. The rapid growth and massive size of the middle class have facilitated the growth of the fashion industry in China. Most of the fashion products manufactured locally are sold in Scandinavian countries and other parts of the global market. The emerging concern is that the majority of fashion companies in this country are not keen on embracing eco-friendly practices in their operations. They are majorly concerned with increasing their revenues through increased sales and the use of technologies that support mass production. The study shows that the current practices are not sustainable and if major changes are not introduced, the fashion industry in China may collapse. The industry has become a major contributor of greenhouse gases into the atmosphere, which is a major concern. The amount of waste in the landfills that are directly linked to the fashion industry is increasing, which is another main issue that can no longer be ignored.
The study strongly suggests that there is an urgent need to address pollution in the fashion industry. Different stakeholders have varying roles to play in ensuring that the problem is solved. Although the regulatory responsibility of the government remains critical, individual firms in the fashion industry have a role to play in addressing the issue. Instead of relying on government-push regulatory policies, these companies can embrace industry-pull strategies to fight pollution. Embracing the ‘towards zero-waste business model’ is identified as an initiative that can be used by the relevant authorities. It focuses on reducing waste production and enhancing sustainable consumption in the fashion sector. It goes beyond making quick profits to focusing on how the industry can achieve sustainable development. The stakeholders must ensure that their operations do not have a devastating impact on the environment.
Recommendation for Practice
The zero-waste business model is critical in solving the problem of pollution that is threatening the sustainability of the fashion industry. Currently, the Chinese fashion industry is enjoying impressive growth as the country has become the leading producer of these products. However, players should understand that the growth and sustainability of this industry depend on the ability of firms to operate in a way that does not adversely affect the environment. Companies and relevant government authorities in China should take into consideration the following recommendations to ensure that the model is embraced in this industry:
- Fashion firms should embrace emerging technologies in the energy sector by increasing the use of green energy as opposed to fossil fuel;
- The companies should embrace the already tested best practices such as reducing, reusing, and recycling resources;
- These firms should promote the reuse of their products in their promotional messages;
- These companies should invest in research to identify new ways of reducing waste production and utilizing resources efficiently;
- The government should enact and implement strict policies meant to ensure that waste in the fashion industry is minimized as much as possible.
Recommendation for Future Studies
It is important to acknowledge that in this single research, it was not possible to address all the sustainability challenges that the industry faces. Future scholars need to focus on investigating the issue of sustainability in the fashion industry in China and abroad. They need to find ways in which the industry can continue to grow without negatively affecting the environment. The following are some of the areas of research that future scholars should take into consideration:
- To identify ways of incentivizing companies to ensure that they embrace the zero-waste business model in their operations;
- To analyze specific challenges that the fashion industry faces in its path towards a zero-waste business model and how they can be addressed;
- To define specific roles of different stakeholders within the fashion industry to promote sustainable business practices
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Appendices
Appendix 1: Zero waste hierarchy
Appendix 2: Fast fashion store
Appendix 3: Demonstration against waste production in the fast fashion industry
