Abstract
Due to the fashion industry’s global reach, spanning many jurisdictions, regulations are difficult to implement, monitor and enforce. Strict voluntary initiatives that focus on raising consumer awareness, thereby creating greater demand for eco fashion have greater potential to lead to reform within the fashion industry. To do so, voluntary initiatives must include clear labeling of ‘eco’ products and designer input, and include strict guidelines for company and designer standards. Standards must take the entire life cycle of a garment into consideration. Fashion can apply lesson from the fair trade coffee industry by appealing to consumers based on ethics and environmental responsibility through a trusted consumerfacing label. Fair trade was successful, in part, due to their recognizable label. Fair trade type certifications are most often business to consumer facing and provide consumers with the environmental and social information on the benefits of purchasing fair trade. Fair trade certification models have capitalized on large retailer involvement, allowing certifications to become mainstreamed and therefore more accessible for consumers.
Highlights
A review of the literature provides considerable evidence that there are significant negative environmental and social impacts in the making of textiles, from the manufacturing of garments through to the consumption and disposal by consumers
If the fashion industry adopts lessons from the fair trade coffee industry, it could appeal to conscientious consumers with the guarantee that by purchasing sustainable fashion the value is shared throughout the supply chain, mitigating environmental damage caused by manufacturing
Methodology two looks to highlight key words used throughout the reports and to track similarities in reporting methods used throughout the industry, identify substantive developments in sustainable fashion and the emerging challenges and issues impacting sustainability
Summary
If the fashion industry adopts strict* voluntary initiatives that focus on raising consumer awareness, thereby creating greater demand for eco fashion there is greater potential to lead to reform within the fashion industry. Voluntary initiatives must include clear labeling of ‘eco’ products and designer input, combined with strict guidelines for company and designer standards. Providing transparency throughout the supply chain in conjunction with designer and retailer promotion of stylish & sustainable fashion could lead the fashion industry to shift towards wider adaptation/implemention of sustainable practices (Ashby, Hudson Smith & Shand, 2013). If the fashion industry adopts lessons from the fair trade coffee industry, it could appeal to conscientious consumers with the guarantee that by purchasing sustainable fashion the value is shared throughout the supply chain, mitigating environmental damage caused by manufacturing
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