To what extent can corporate success in the fast-moving fashion industry be sustainably optimised and secured in the long term? In order to get to the bottom of this question, data and facts from leading companies as well as studies of various modern media platforms were listed and analysed, with a focus on the probably largest platform, the Internet. In order to illustrate these aspects concretely, this article refers to the example of the Spanish fashion brand Zara. The result makes it clear that there are companies or designers who follow or strictly counteract the concept of sustainability with the help of various sustainability strategies. The aim is to demonstrate a conscious and sustainable fashion production process and to appeal to the moral responsibility of fashion companies in view of the worldly scarcity of resources.
The consumption of limitless fashion has become an integral part of global society. Prescribed garments in the early modern period of the Middle Ages are today only history. Accordingly, people of all kinds identify globally with fashionable clothing. What can be worn in Japan today can be worn in England or Italy at the same time. But this was not always the case. Trade and communication have al-ways been subject to political aspects. Due to the current networking of all countries, the exchange of information or goods on an international level is part of everyday life. Globalisation is the increasing interstate dependence in all areas of human life. This applies not only to the economy, but also to culture and politics. One particular industry is the fashion industry, which is in constant conflict with itself. Globalisation and sustainability are two terms that are always in focus in the fashion world. When we talk about sustainability in fashion, a fundamental distinction must be made between whether it is influenced by design and consumers or whether it is related to the ecological balance.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Definition and concept bases.
- Dimensions of sustainability „What can sustainability be related to ?“
- Sustainability with a specific view of the fashion industry
- Methods and concepts of sustainability in the fashion industry
- Fast Fashion Strategies vs. Slow fashion strategies compared
- Presentation of the Inditex Group.
- The Zara brand
- Concept example Zara
- Perception of Zara from the Consumer Perspective
- „Zara“ - A Sustainability Fashion Brand ?
- Conclusion: Future perspective of compatibility between fashion industry and sustainability.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This article aims to investigate the compatibility of sustainable strategies in the fast-moving fashion industry, using the example of Zara. It explores the extent to which corporate success can be sustainably optimized and secured in the long term. The analysis draws on data and facts from leading companies and various modern media platforms, with a focus on the internet.
- Sustainability in the fashion industry
- Fast fashion strategies vs. slow fashion strategies
- Zara's business model and sustainability practices
- Consumer perception of Zara's sustainability
- The future of sustainability in the fashion industry
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the growing global consumption of fashion and the increasing importance of sustainability in the industry. It raises the question of how corporate success in fast fashion can be sustainable in the long term, using Zara as an example.
- Definition and concept bases: This chapter explores the different dimensions of sustainability, focusing on its relevance to the fashion industry. It examines methods and concepts of sustainability in fashion, comparing fast fashion strategies with slow fashion strategies.
- Presentation of the Inditex Group: This chapter introduces the Inditex Group, the parent company of Zara, and provides details about the brand's business model and operations. It examines Zara's strategy from the consumer perspective and explores its claim to be a sustainable fashion brand.
Schlüsselwörter (Keywords)
Key keywords and focus topics include: sustainability, fashion industry, fast fashion, slow fashion, Zara, Inditex Group, consumer perception, corporate success, sustainable strategies, environmental impact, ethical sourcing, responsible production.
- Citation du texte
- Ahmet Fejzulahi (Auteur), 2020, Sustainable strategies in the fashion industry. Sustainability and the brand Zara, Munich, GRIN Verlag, https://www.grin.com/document/514054
