SUSTAINABILTY IN

APPAREL INDUSTRY

SUBMITTED TO SUBMITTED BY
-MS. DEEPA AGAM
ANVITA
BHOOMI
CHIRAG
GIRISH
HARDIK
KARTIK
Introduction-

Sustainable fashion is an all-inclusive term that refers to

products, processes, activities, and stakeholders
(policymakers, brands, consumers) aiming to achieve a
carbon-neutral fashion sector based on equality, social
justice, animal welfare, and ecological integrity.
Sustainability in fashion concerns more than just addressing
textiles or products. It addresses the entire product
lifecycle process, which includes the way the clothing is
produced, consumed, and disposed of in landfills.
The concept of sustainable fashion and ethical clothing has
gone beyond a trend, and become a business imperative for
the industry. In a 2022 survey conducted by Statista, 35%
of customers in the U.S. reported that they would be
willing to pay significantly more money if the clothing line
is eco-friendly or sustainably produced. Customers are,
clearly, actively participating in reducing the
environmental impact of fashion. As a result, brands also
need to evolve to keep up with this outlook. To be able to
do that, it is important for professionals seeking to enter
this industry to upgrade their knowledge of sustainability
in fashion. This can help them guide brands through this
significant shift in the way they do business.
And also Indian consumers are also willing to pay an over
 20 per cent premium for 'sustainable products', the highest
figure across 11 countries as against the average of 12 per
cent, according to a Bain & Company survey.
Why is Sustainable Fashion Important?
1. Reduced Waste Generation
2. Fair Wages and Healthy Work Environment
3. Reduced Carbon Dioxide and Greenhouse Gas Emissions.

Difference between fast fashion and sustainable fashion-

Fast fashion is a method of producing inexpensive clothing at a

rapid pace to respond to the latest fashion trends. With shopping
evolving into a form of entertainment in the age of fast fashion,
customers are contributing to what sustainability experts refer to
as a throwaway culture. This means customers simply discard
products once they are deemed useless rather than recycling or
donating them. As a result, these disposable items add a huge
burden to the environment.

To resolve the throwaway culture and fast fashion crisis, the

concept of sustainability in fashion is brought to the spotlight.
Sustainable fashion involves apparel, footwear, and accessories
that are produced, distributed, and utilized as sustainably as
possible while taking into account socio-economic and
environmental concerns.

Case study -1 ( Adidas X Parley)

The adidas x parley partnership is an innovative collaboration

that includes environmental awareness with athletic
performance. Together, parley for the oceans, a group that
promotes ocean conservation, and adidas, a global leader in
sportswear, combines have created a line of products that are not
only performance oriented but also help to lessen the amount of
plastic waste in the ocean.

At the bottom of the adidas x parley collab is the commitment to

sustainability. Working towards combating marine plastic waste
by intercepting plastic waste before it reaches the ocean and
transforming it into high performance materials. Adidas has
created a vide range of products using the material produced by
waste. These products are as durable as their normal products
while including eco friendly methods.

One the main product of this collaboration is the adidas x parley

UltraBoost running shoe. This show is designed with a knit like
structure on the upper side which is made from parley ocean
plastic. Showing adidas dedication to using sustainable materials
without losing the style or performance. This shoe is one of the
favorites between runners and athletes as its midsole provides
exceptional energy return.

Not just footwear, the adidas x parely collaboration extended to

apparel and accessories, including jerseys for sports teams like
Real Madrid and Bayern Munich. Each product in this collection
is a testament to Adidas's and Parley's shared vision of a cleaner,
healthier planet.
Moreover, the Adidas x Parley collaboration is not just about
product creation. It includes initiatives to raise awareness about
ocean conservation and inspire action among consumers and the
industry. Through campaigns, events, and partnerships, Adidas
and Parley continue to advocate for a plastic-free future and
encourage individuals and organizations to take steps towards
sustainability.

While the Adidas x Parley collection may have a premium price

tag compared to Adidas's conventional products, many
consumers view this as an investment in sustainability and
environmental conservation. The use of recycled ocean plastic
not only reduces waste but also supports initiatives aimed at
cleaning up our oceans and protecting marine ecosystems. As a
result, the Adidas x Parley collaboration has gained a loyal
following among individuals who value both performance and
sustainability in their sportswear and lifestyle choices.

Case study 2 (H&M)

 H&M, short for Hennes & Mauritz AB, is a Swedish multinational clothing retail
company known for its fast fashion apparel offerings. Established in 1947 by
Erling Persson, H&M has grown into one of the world's largest fashion retailers,
operating in over 70 countries with thousands of stores worldwide.

Through this case study analysis, we will get to examine the role of businesses in
environmental degradation in apparel industry-

. Fast fashion model-

H&M operates on a fast fashion business model which encourages the consumers
to frequently upgrade their wardrobe, leading to increased production,
consumption which in turn contributes to environmental degradation through
resource depletion, pollution, and waste generation.

. Resource consumption-
The production of clothing involves significant resource consumption, including
water, energy, and raw materials such as cotton and polyester. H&M’S large-scale
operation contribute to high levels of resource extraction and consumption which
helps them to put pressure on ecosystem this can be a decent solution for
environmental problems like water pollution.

. Pollution-

Fashion industry has played a major role to the problem of pollution with
process like dyeing, printing, and releasing harmful chemicals into water ways
H&M supply chain and global footprint contribute to pollution at various stages
from textile manufacturing to pollution at various stages.

. Corporate responsibility efforts-

In recent years H&M has made efforts to address its environmental impact through
various sustainability initiatives. These include commitments to using more
sustainable materials, reducing greenhouse gas emissions, and improving supply
chain transparency. However, critics argue that these efforts may not go far enough
to mitigate company’s overall environmental footprint.

. Consumer awareness and Behaviour-

While H&M and other fast fashion retailers bear a significant amount of
responsibility for environmental degradation consumers play a crucial role as well.
Increasing awareness about environmental and social impacts of fast fashion can
enable consumers to make more sustainable choices with respect to Fashion
Industry.

Overall this case analysis of H&M illustrates us a complex

relationship between Business practices, Consumer Behaviour,
and environmental degradation in Fashion Industry. While
efforts to sustainability are important it is important for
businesses to identify the root cause of environmental harm and
address it which may require a broader systematic change which
includes shifts in societal norms, business models etc.

Case study 3 (Patagonia)

Patagonia, a leader in sustainable business practices, has

launched an initiative that serves as a compelling case study for
the intersection of business practices and environmental impact
in the apparel industry. This case study demonstrates how
Patagonia's proactive approach to sustainability has not only
reduced environmental degradation, but has also strengthened its
brand identity and financial success.
Patagonia's environmental and business
strategies
1. Sustainable Materials and Production:
- Organic Cotton: Since 1996, Patagonia has made a
significant shift to exclusively using organic cotton, which
reduces pesticide use, improves soil health, and lowers water
pollution.
- Recycled Materials: Patagonia extensively uses recycled
polyester and nylon, reducing reliance on petroleum, lowering
carbon emissions, and reducing landfill waste.
2.Fair trade and Labor practices:
Patagonia is committed to fair trade and labour practices.
An active Fair Trade participant. This not only improves
working conditions, but also attracts customers who value
ethical production.
3. Environmental Advocacy and Transparency:
-Transparency: Patagonia's supply chain is transparent, with
"Footprint Chronicles" detailing the impact of individual
products
.- Activism: The company actively participates in environmental
advocacy, such as suing the US government to protect national
monuments and donating a $10 million tax cut to environmental
groups in 2018.
 4.Repair and recycled programme
Patagonia offers repair and recycling programs, including the
Worn Wear Program, which encourages customers to repair and
recycle their gear. This program promotes the circular economy
by extending the life of products and reducing waste.

Business outcomes
-Brand Loyality
Patagonia's commitment to sustainability has increased brand
loyalty and market positioning.and drawn a devoted clientele
that appreciates the products' high quality and moral position.

Financial Performance: - Patagonia has grown significantly,

reportedly reaching $1 billion in annual sales, showing that
sustainability can be profitable even in the face of possibly
higher costs related to sustainable practices.
Innovation and Leadership: - Through its initiatives, the
company has established itself as a sustainability leader,
inspiring other garment companies to follow suit.

Consequences for the Clothing Industry

This case study emphasizes how using sustainable business

practices can improve market share, customer loyalty,
competitive advantage, and environmental stewardship in
addition to being essential for environmental stewardship. For
other businesses hoping to incorporate sustainability into their
business strategy, Patagonia's methodology offers a guide.

Analysis-
As worries about environmental damage and social
responsibility have grown, the apparel sector has been adopting
a number of sustainable practices. Sustainable materials
including bamboo fibers, recycled polyester, and organic cotton
are being used by a lot of apparel businesses. Comparatively
speaking, these materials use less energy, water, and chemicals
to make than conventional ones. Companies are taking steps to
reduce waste at every stage of manufacturing, such as cutting
back on fabric scraps, recycling or repurposing materials, and
creating long-lasting products. Analysing the topic specifically
in Adidas and H&M we find that Adidas' collaboration with
Parley for the Oceans and H&M's rapid fashion model take
different tacks. The fast fashion business strategy of H&M
places a strong emphasis on regular wardrobe updates for
customers, which increases waste production, pollution, and
resource depletion. Although H&M has started implementing
environmental initiatives, there are still concerns about how
successful these efforts will be. Conversely, Adidas' partnership
with Parley for the Oceans showcases a creative strategy by
converting plastic trash from the ocean into high-performance
sportswear, indicating a proactive dedication to environmental
preservation whereas . Patagonia's environmental approach,
which emphasizes fair trade, sustainable materials, transparency,
and repair initiatives, boosts market positioning and brand
loyalty. Its success—nearly $1 billion in sales annually—
showcases that sustainability is commercially feasible despite
possibly greater costs, establishing a standard for the apparel
industry's incorporation of ethical principles.
The present analysis highlights the intricate relationship that
exists between business practices, consumer behavior, and
environmental deterioration in the fashion sector. It also
emphasizes the significance of systemic reform and
sustainability measures.
 Objectives of our study

i. Comparison: To compare and contrast the

sustainability strategies of Adidas, H&M, and Patagonia
within the apparel industry.
ii. Evaluation: To evaluate the effectiveness and impact
of each company's approach to sustainability, considering
factors such as environmental impact, innovation, and
consumer perception.
iii. Highlighting Differences: To highlight the differences
in approach between fast fashion models (like H&M) and
more environmentally conscious brands (like Adidas and
Patagonia).
iv. Identifying Success Factors: To identify key success
factors, such as innovation, consumer engagement, and
market positioning, in integrating sustainability into
business practices.
v. Setting a Standard: To showcase examples of best
practices in sustainability within the apparel industry,
potentially inspiring other companies to adopt similar
strategies.
vi. Commercial Viability: To demonstrate that
sustainability can be commercially feasible, even in
industries traditionally associated with high environmental
impact, like fashion.
 Methodology

I. Case Study Analysis: Analyzing each company's

sustainability efforts within the framework developed,
identifying strengths, weaknesses, opportunities, and
threats associated with their respective approaches.
II. Evaluation: Evaluating the success of each company's
sustainability initiatives based on predefined criteria, such
as environmental impact reduction, innovation, consumer
perception, and financial performance.
III. Comparison and Contrast: Comparing and
contrasting the sustainability strategies of Adidas, H&M,
and Patagonia, highlighting differences in approach,
effectiveness, and impact on the environment and society.
Recommendations: Providing recommendations for
companies looking to improve their sustainability practices
based on the lessons learned from the case studies of
Adidas, H&M, and Patagonia.
 PROBLEMS
The apparel industry faces numerous significant
environmental challenges. Here's a breakdown of the
main issues.
1. Water Pollution: The apparel industry is one of the
leading causes of water pollution worldwide. Fabric dyeing
and treatment processes use large amounts of water and
chemicals, which are frequently released into rivers and
oceans without being properly treated.
2. High Water Consumption: Textile production, particularly
cotton farming, requires a large amount of water. In areas
where water scarcity already exists, this can exacerbate
local communities' lack of access to clean water.
3. Waste Production: A significant amount of waste is
generated throughout the lifecycle of apparel products, from
excess fabric discarded during manufacturing to the clothes
that consumers eventually discard.This generates a
significant amount of landfill waste, which can take decades
to decompose.
4. Carbon Emissions: The global apparel industry is a
major contributor to carbon emissions, from energy
consumption during production to garment transportation
around the world.
5. Resource Depletion: Clothing production consumes a
wide range of resources, including raw materials such as
cotton, wool, and synthetic fibres, which may not be sourced
sustainably, resulting in their depletion.
Given these challenges, the following strategies can be
considered to address environmental degradation in the
apparel industry: -
o Implementing more efficient water usage technologies
in textile manufacturing to reduce consumption and
contamination
o Increasing the use of recycled and sustainable
materials to reduce reliance on virgin resources.
o Adopting renewable energy sources in manufacturing
facilities to reduce carbon footprints
o Improving product design for longevity and recyclability
to reduce waste and encourage recycling
o Promoting transparency and consumer awareness to
increase demand for sustainable products.
Conclusion-
In conclusion, the examination of sustainability within the
apparel industry, with in-depth case studies of H&M,
Adidas x Parley, and Patagonia, has provided valuable
insights into the challenges and opportunities facing the
sector. Through these case studies, we have witnessed
varying approaches to sustainability, highlighting both
progress and areas for improvement.

H&M has made notable strides in integrating sustainability

into its operations, with initiatives such as recycling
programs and the use of sustainable materials. Similarly,
Adidas x Parley has leveraged innovative collaborations to
raise awareness about ocean conservation and produce
footwear made from recycled plastic. Meanwhile,
Patagonia has long been a trailblazer in sustainable
practices, emphasizing environmental stewardship and
ethical sourcing throughout its supply chain.

However, despite these advancements, the apparel industry

continues to grapple with significant environmental and
social challenges, including overconsumption, pollution,
and labor exploitation. To promote sustainability in the
 apparel industry further, several strategies can be
employed:

1. Transparency and Traceability : Enhance

transparency across the supply chain, allowing consumers
to make informed choices and hold brands accountable
for their practices.

2. Circularity : Embrace a circular economy model by

prioritizing product durability, repairability, and end-of-life
solutions such as recycling and upcycling.

3. Innovation : Invest in research and development to

explore alternative materials, manufacturing processes,
and technologies that minimize environmental impact.

4. Collaboration : Foster partnerships between industry

stakeholders, including brands, suppliers, NGOs, and
governments, to collectively address sustainability
challenges and share best practices.

5. Consumer Education : Educate consumers about the

environmental and social impacts of their purchasing
decisions, empowering them to support sustainable
brands and practices.

6. Regulation and Policy : Advocate for policy reforms

and industry standards that promote sustainability, such
as carbon emissions reduction targets and fair labor
practices.
7. Community Engagement : Engage with local
communities affected by apparel production to ensure fair
wages, safe working conditions, and respect for
indigenous rights.

8. Supply Chain Optimization : Optimize supply chain

efficiency to minimize waste, reduce transportation
emissions, and promote ethical sourcing practices.

9. Investment and Financing : Encourage investment in

sustainable fashion initiatives, from sustainable startups to
established brands transitioning to more eco-friendly
practices.

10. Continuous Improvement : Commit to ongoing

evaluation and improvement of sustainability initiatives,
embracing a culture of innovation and accountability.

By implementing these strategies and fostering a collective

commitment to sustainability, the apparel industry can
work towards a more equitable, environmentally
responsible future. Through collaboration, innovation, and
conscious consumerism, we have the power to transform
the fashion industry into a force for positive change.
 CONTRIBUTION

Girish- Introduction, Objective, Methodology

Hardik- H&M Case Study, Compile
Agam- Adidas Case Study
Kartik- Conclusion
Chirag- Conclusion
Anvita- Analysis
Bhoomi- Patagonia Case Study , Problems