Fast Fashion And Luxury Goods Will Further Implement Sustainable Development Measures.

According to the world clothing shoes and hats net, it includes

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64 luxury fashion brands including Kai Yun group promise to further implement sustainable development measures by 2020.

In fact, because of "fast" money, sacrificing the environment and resources has become a controversial topic in recent years.

Now, in the face of the worsening industry situation, in order not to walk into a blind alley, fast fashion people also choose to spend time with luxury goods this time.

As a member of GFA, a global fashion association dedicated to sustainable development and circular production, each enterprise has submitted specific targets for sustainable design, old clothes recycling and the use of recycled textiles by 2020. GFA will issue a progress report in May.

Kai Yun group has attracted much attention in the field of sustainable development in recent years. Gucci has abandoned the use of fur, and Stella McCartney has become the representative of this field.

The fast fashion has attracted special attention from the industry.

In fact, different from Chanel, Hermes and other expensive luxury brands, "fast" and "cheap" are the necessary weapons for fast fashion brands such as Zara to win consumers. In order to keep up with the increasing demand of consumers and cope with increasingly fierce market competition, fast fashion brands have to increase profits by pressing the supply chain, constantly reducing costs and improving production efficiency.

This has led to the negative impact that the industry wants to develop, but surely such a road is not a sustainable development road, but a dead end without a way to go.

In order not to walk the blind alley, many fast fashion brands have begun to change.

One of the ways of Zara is to replace the traditional chemical bleaching technology with new technology.

The supplier of this new technology is a Spanish Company -- Jeanologia.

Jeanologia, founded in 1993, is committed to reducing the need for water and chemicals in traditional clothing after printing and dyeing with new technologies (such as laser). Its customers include H&M, Gap, Levi's (Levi's) and Nike.

In addition to changing bleaching technology, one of H&M's environmental solutions is to use "better cotton" on clothing raw materials.

This kind of cotton is produced in accordance with the specified rules. In the course of its growth, the use of highly toxic pesticides is prohibited and the management of water resources is strictly controlled.

In fact, H&M group has become the most active company in the fast fashion area to promote sustainable development in the past few years.

At the same time, with the launch of H&M group's new brand of Arket and other main lifestyle, the group is developing towards the direction of quality, thereby reducing the conflict between fast fashion and sustainability.

In addition, H&M has set up the "H&M foundation" (H&M Foundation) to support textile recycling and other innovative projects that meet the H&M value system.

H&M official said the reason for this foundation is that H&M hopes to reduce the environmental impact of clothing during the whole life cycle and fully recycle textile fibers.

However, the concept of sustainable development of the group has also been questioned, which is considered as a "green washing" marketing tool.

It has been reported that, while actively promoting the recycling of old clothes, H&M was recently exposed to 60 tons of unsalable clothing in Denmark since 2013.

After the incident, Else Skjold, a professor at the Turin School of design in Denmark, rebuked that in the eyes of the industry, the practice of H&M was very hypocritical. Under the guise of "sustainable development", it did not do much.

More fast fashion brands are still being criticized for sustainable development.

It is pointed out that fast fashion not only accelerates the speed of clothing replacing the old, but also causes more pollution and waste. Now, with the reduction of cost and the improvement of clothing quality of various countries, the second-hand clothing market, which is regarded as environmental protection reuse, has gradually disappeared, making the garment industry another major source of environmental pollution.

In fact, over the past few years, fast fashion brands have been criticized for their excessive supply of waste and the opacity of supply chains and labor rights.

In November of last year, the Bravo Tekstil staff of the garment factory closed down, and the little paper hidden in Zara clothes again pushed the fashion to the cusp.

"I made the dress you wanted to buy, but I didn't get it."

After the exposure of the paper hidden in Zara clothing, the supply chain environment behind the fast fashion brand is once again highly concerned by people.

From this perspective, on the one hand, we want to work hard to get out of the blind alley. On the one hand, the life pressure of the industry still can not get rid of the fate of fast fashion from the root of survival to the dead end.

But now there are new solutions in the industry.

With the rising of ASOS, Boohoo and Amazon, the fast fashion is changing to "super fast fashion".

This will force the supply chain to improve infrastructure construction, shorten the time of information integration and decision-making by using technology, and at the same time, make the supply chain's response more agile, and reduce redundant employees, achieve rapid matching between inventory supply and changing demand, and strictly control inventory.

Making products more accurately and reducing waste become a way to promote sustainable development.

Now that there is a commitment and a way out, we have reason to believe that with the improvement of the overall cognition level of the fashion industry, more and more brands begin to regard sustainability as the premise rather than the cost of development.

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