The 2050 zero-net agenda and fashion: The level of circularity in the fashion industry
DOI:
https://doi.org/10.61089/abej.2023.1.29Keywords:
circular fashion, circular economy, fast fashion, sustainability, fashion industry, greenhouse gasesAbstract
This article presents the results of the benchmarking exercise carried out between Sustainability and meeting the 2050 zero-net commitment of the Paris Agreement resonate across industries. The aim of this paper is to try to predict how the circularity trend can affect the fashion industry in the near future. The research and consumer attitudes survey give a data-based foundation for understanding how fashion brands can approach incorporating the principles of circular fashion into their daily operations. Examples of fashion companies are examined to show the possible discrepancy between declarations and actions. Currently, less than a third of consumers indicate circularity as a sufficient reason for making a fashion purchase. Recognition of sustainable terms and certificates is not common among consumers - only a few respondents claim that they could name a fashion-related certificate. Simultaneously, the majority believe that it is the unions of countries that should issue trusted circularity certificates. Most respondents believe that IT and technology could boost sustainability in the fashion industry. There is no single universal guideline in order to be certified and perceived as a circular brand. The paper provides insight into the need for awareness-raising activities and new legislation. The collected results show that the circular approach in the fashion industry is still in its early stages.
Metrics
References
Berg, B., Magnus, K.-H., Kappelmark, S., Lee, L., Sawers, C., & Granskog , A. (2020). Fashion on climate: How the fashion industry can urgently act to reduce its greenhouse gas emissions. McKinsey & Company; Global Fashion Agenda. mck.co/3Zitaxz
Bocken, N. M., De Pauw, I., Bakker, C., & Van der Grinten, B. (2016). Product design and business model strategies for a circular economy. Journal of Industrial and Production Engineering, 33(5), 308-320. https://doi.org/10.1080/21681015.2016.1172124
Boulding, K. (1966). The economics of the coming Spaceship Earth. Panarchy. https://www.panarchy.org/boulding/spaceship.1966.html
Claxton, S., & Kent, A. (2020). The management of sustainable fashion design strategies: An analysis of the designer’s role. Journal of Cleaner Production, 268, 122112. https://doi.org/10.1016/j.jclepro.2020.122112
Coppola, D. (2017, July 19). Digital buyers worldwide from 2014 to 2021. Statista. https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/
D’Arpizio, C., Levato, F., Capellini, M., Flammini, B., Luthra, P., & Improta, G. (2022, October 21). How brands can embrace the sustainable fashion opportunity. Bain & Company. https://www.bain.com/insights/how-brands-can-embrace-the-sustainable-fashion-opportunity/
Dissanayake, D., & Weerasinghe, D. (2021). Towards circular economy in fashion: Review of strategies, barriers and enablers. Circular Economy and Sustainability, 2(1), 25-45. https://doi.org/10.1007/s43615-021-00090-5
Ellen MacArthur Foundation. (n.d.). Circular economy introduction. How to Build a Circular Economy. Retrieved May 17, 2022, from https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview
European Comission. (n.d.). Sustainable development. Directorate-General for Trade. Retrieved May 24, 2022, from https://policy.trade.ec.europa.eu/development-and-sustainability/sustainable-development_en
Fisher, E. (n.d.). Sustainability. Eileen Fisher Renew. Retrieved April 15, 2022, from https://www.eileenfisherrenew.com/sustainability
Freitag, C., Berners-Lee, M., Widdicks, K., Knowles, B., Blair, G. S., & Friday, A. (2022). The real climate and transformative impact of ICT: A critique of estimates, trends, and regulations. Patterns, 3(8), 100576. https://doi.org/10.1016/j.patter.2022.100576
Gelles, D. (2022, September 14). Billionaire no more: Patagonia founder gives away the company. The New York Times. https://www.nytimes.com/2022/09/14/climate/patagonia-climate-philanthropy-chouinard.html
Granskog, A., Lee, L., Magnus, K. H., & Sawers, C. (2020, July 17). Survey: Consumer sentiment on sustainability in fashion. McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/survey-consumer-sentiment-on-sustainability-in-fashion
Handley, L. (2019, March 19). Fast-fashion retailers like Zara and H&M have a new threat: The $24 billion used clothes market. CNBC. https://www.cnbc.com/2019/03/19/fashion-retailers-under-threat-from-24-billion-second-hand-market.html
How does circularity relate to sustainability?(2021, February 16). Kenniskaarten - Het Groene Brein. https://kenniskaarten.hetgroenebrein.nl/en/knowledge-map-circular-economy/related-schools-of-thought/
Incandela, D., & Walmart Inc. (2022, March 2). Walmart launches Zeekit virtual Fitting room technology. https://corporate.walmart.com/newsroom/2022/03/02/walmart-launches-zeekit-virtual-fitting-room-technology
Jacometti, V. (2019). Circular economy and waste in the fashion industry. Laws, 8(4), 27. https://doi.org/10.3390/laws8040027
Jia, F., Yin, S., Chen, L., & Chen, X. (2020). The circular economy in the textile and apparel industry: A systematic literature review. Journal of Cleaner Production, 259, 120728. https://doi.org/10.1016/j.jclepro.2020.120728
Ki, C., Chong, S. M., & Ha‐Brookshire, J. E. (2020). How fashion can achieve sustainable development through a circular economy and stakeholder engagement: A systematic literature review. Corporate Social Responsibility and Environmental Management, 27(6), 2401-2424. https://doi.org/10.1002/csr.1970
Moorhouse, D., & Moorhouse, D. (2017). Sustainable design: Circular economy in fashion and textiles. The Design Journal, 20(sup1), S1948-S1959. https://doi.org/10.1080/14606925.2017.1352713
Niinimäki, K. (2018). Sustainable Fashion in a Circular Economy. In K. Niinimäki (Ed.), Sustainable Fashion in a Circular Economy (pp. 12-41). Aalto ARTS Books.
Patagonia. (2021, November 18). Our quest for circularity. Patagonia Outdoor Clothing & Gear. https://www.patagonia.com/stories/our-quest-for-circularity/story-96496.html
Patek Philippe SA. (2019, October 9). The next chapter of the Generations campaign. https://www.patek.com/en/company/news/generations-campaign
Ponce de Leon, S. (2019, August 27). How ThredUP Is Driving the Circular Fashion Movement with AI. Forbes Magazine. https://www.forbes.com/sites/cognitiveworld/2019/08/27/how-thredup-circular-fashion-ai/
Reif, R., Miazga, A., Cichy, A., & Kapkowska, D. (2022). Second life of clothes. Accenture.
Rent the Runway. (n.d.). Rent the Runway Memberships - Unlock an Endless Wardrobe. Retrieved April 15, 2022, from https://www.renttherunway.com/content/memberships
Santillo, D. (2007). Reclaiming the definition of sustainability. Environmental Science and Pollution Research - International, 14(1), 60-66. https://doi.org/10.1065/espr2007.01.375
Smith, P. (2022, March 2). Topic: Apparel market worldwide. Statista. https://www.statista.com/topics/5091/apparel-market-worldwide/
Remy, N., Speelman, E. & Swartz, S. (2016). Style that’s sustainable: A new fast-fashion formula. (2016, October 20). McKinsey & Company. https://www.mckinsey.com/capabilities/sustainability/our-insights/style-thats-sustainable-a-new-fast-fashion-formula
Su, B., Heshmati, A., Geng, Y., & Yu, X. (2013). A review of the circular economy in China: Moving from rhetoric to implementation. Journal of Cleaner Production, 42, 215-227. https://doi.org/10.1016/j.jclepro.2012.11.020
United Nations Framework Convention on Climate Change. (2021, April 15). Shifting to a circular economy essential to achieving Paris Agreement goals. https://unfccc.int/news/shifting-to-a-circular-economy-essential-to-achieving-paris-agreement-goals
United Nations. Framework Convention on Climate Change. (2015, December 12). The Paris Agreement. https://unfccc.int/process-and-meetings/the-paris-agreement/the-paris-agreement
Vanicore, L. (2020). Vintage Fashion: An Example of Circular Economy as a sustainable alternative to the Fast Fashion. [Bachelor’s Degree Thesis, The Luiss Guido Carli University] LuissThesis. https://tesi.luiss.it/26218/1/215591_VANICORE_LUDOVICA.pdf
Wałęga, A., & Kwapniewski, W. (2021). Determinants of young customers’ loyalty towards consumer goods market (7). Polskie Wydawnictwo Ekonomiczne.
Zalando Corporate Website. (2018, October 30). A Fashion-Savvy Algorithm: Zalando uses machine learning to create individual outfits with the Algorithmic Fashion Companion. Retrieved May 28, 2022, from https://corporate.zalando.com/en/search?keys=fashion%20savvy%20algorithm
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 APPLIED BUSINESS and ECONOMICS JOURNAL
This work is licensed under a Creative Commons Attribution 4.0 International License.