Introduction
Sustainability in international business has been defined as including the business strategies from either environmental, corporate social, or economic considerations that would work towards long-term viable ethical development (Sheehy and Farneti, 2021). The shift is momentous in the mammoth, global fast fashion industry—odious to many—for its massive environmental impacts and labour issues. This transition to sustainable development is driven by growing consumer awareness and regulatory pressures, forcing even fast fashion brands to reconsider how they have been carrying out production, supply chain management, and business models in general (Burritt 2020). In doing so, sustainability reshapes the operational dynamics of the fast fashion industry and redeems its role and impact on the global stage to signal a new era for transformation in fashion retail.
Chosen Theme – Sustainability in International Business
Sustainability means development that meets the needs of the present without compromising the ability of future generations to meet their own needs. So, from within this perspective that the fast fashion industry gives, sustainability contrasts with a traditional model of generating clothes quickly and inexpensively—a model that has always been too much of a load on the environment in every sense: resource depletion and the societal aspect of labour practices (Gerner, 2019). This relevance of sustainability in fast fashion is so deep that it paves the way toward toning these negative impacts by following an eco-friendly approach to materials, improving labour conditions, and encouraging a more circular economy—where products are made to be reusable or recyclable.
A combination of consumer sensibility, a push from regulators, and an industry realizing its environmental and social responsibilities drives fast fashion toward sustainability (Maratos, 2022). Meanwhile, the present context of the time is characterized by progressively demanding consumers—especially the millennials and GenZs—for openness and ethical conduct that puts the brands on the edge to adopt sustainable approaches. Governments and international organizations are also tightening their grip on the environment and workers’ rights regulations (Cerchia and Piccolo, 2019). The impacts on the fashion industry can be far more grave, sending it towards more responsible sourcing, production, and waste management practices. This would not only reduce the environmental footprint in the industry drastically but would be a fostering medium for ending a more ethical and fair fashion world.
Impact on the Fast Fashion Industry Globally
The efforts for sustainability in fast fashion are changing the game on how business is done, how consumers perceive the products they would like to buy, and how regulators are changing the environment. More and more companies are integrating eco-friendly materials and maintaining fair labour practices processes (Schio, 2020). These changes have responded to a more environmentally conscious consumer base, alongside sustainability, with affordability and style. For example, H&M started its Conscious Collection with organic cotton and recycled polyester material and committed to a positive carbon footprint by 2040 (Svensson, 2020). Similarly, Zara from the Inditex Group announced that by 2025, all its cotton, linen, and polyester will be organic, sustainable, or recycled.
One of the larger trends in consumer perception is that consumers are now looking out for companies with real commitments to environmental stewardship and social responsibility and, therefore, are further riding this trend (Vătămănescu et al., 2021). A tightening regulatory environment further prods a change in consumer attitude, whereas governments worldwide enact laws that enforce sustainable practices within the fashion industry, like the EU strategy on sustainable textiles.
Moreover, the outcomes of these have been many. This involved major shifts in the brands’ supply chains and production processes. Though, at the very onset, it was quite an expensive affair, it had the potential for long-term brand loyalty and creating new market opportunities (Muniesa and Giménez, 2020). It would, therefore, constitute an industry shift from the current throwaway culture attributed to fast fashion into a much more sustainable business model, which might help bring down the environmental sector footprint and enhance social impact.
Case Studies
Multinational Fast Fashion Brand: H&M
H&M has sustainability incorporated into the business model by creating a ‘Conscious’ collection and pledgingpledging to have 100% of the products be recycled or sustainably sourced material by 2030. It will be designed for sustainability and reusability by starting in-store garment-collecting programs worldwide to promote recycling and waste reduction (Khan, Shaw and Bandara, 2022). However, H&M has its own set of challenges, such as how it can scale sustainable practices in supply chains and, at the same time, counter, at least sometimes, sceptical responses to the genuineness of environmental claims. “However, H&M has become home to its set of challenges, such as how it can scale sustainable practices in the supply chain and at the same time stand up to sceptical reactions to the genuineness of environmental claims, at least part of the time.
Ethically-Focused Fashion Brand: Patagonia
Although Patagonia generally is not being put under the tag of fast fashion, it serves as a beacon in this industry for sustainability. The company’s commitment to the environment and social responsibility through recycled materials reveals a fair labour force (Madrigal, 2020). Their attachment to getting clothes repaired for reusing is ever so evident. It was a challenge to the entire idea of fast fashion. Patagonia’s approach—with its famous campaign “Don’t Buy This Jacket”—was based on durable, long-lasting pieces. The main limitation for Patagonia is to maintain its sustainability standards and, at the same time, be cost-effective (Clary, 2020). Its success demonstrated a business model that focused on sustainability profitably and powerfully to create changes in consumer behaviour and raise high standards regarding the environment from the fashion industry.
Conclusion
This is the key to driving a change from within the world of fast fashion that forces brands to reframe questions of environmental and social impact toward more sustainable practices. An increase in the number of demanding customers is not the only reason for paying more attention to sustainability issues but, in general, can become a new modus operandi for this industry. Developed supply chain transparency, material innovation advancement, and the promotion of the circular economy model are needed for further research and action. These efforts are critically necessary to deeply instil sustainability in the core strategies of fast fashion, ensuring long-term paybacks for the planet, society, and the economy.
References
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