Sustainability - the fashionable strategic concept of the moment for fast fashion retailers?

1. Product life cycles - harmful

1. Implementing the strategy before it becomes a regulation like CSR
   1. gov 2009 launched campaign
   2. Why CSR is not enough to create a sustainable world

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      • Why CSR is not enough to create a sustainable world http://www.theguardian.com/sustainability/blog/sustainable-business-csr  

1. Little yet established
2. How to communicate sustainabilitY

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   • How to communicate sustainability  http://sustainly.com/system/files/Sustainly_Index_2015_Exec_Summary.pdf  
   1. Are sustainability comms the business world’s attempt at piggybacking off social and environmental problems? Quite the opposite, argues Matthew Yeomans
   2. current environmental sustainability issues of the apparel industry focus less on reducing consumption levels. Jung jing - this section will allow a smooth transition to the next topic of consumer behaviour.
3. http://www.theguardian.com/sustainability/sustainability-report-2014-governance

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• Today, as companies try to convince the public why sustainability matters, some marketers and communicators are exploring a new strategy, one that stresses sustainability values that matter to people without alienating them with sustainability jargon – call it soft sustainability. Finally, at the top of the sustainability communication difficulty pyramid is soft sustainability and the art of talking about sustainability without ever mentioning the term. http://www.theguardian.com/sustainable-business/2015/feb/24/is-communicating-sustainability-a-subtle-attempt-at-doing-good?CMP=share_btn_tw

1. Beyond the fad: a critical review of consumer fashion involvement

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   • Beyond the fad: a critical review of consumer fashion involvement http://onlinelibrary.wiley.com/doi/10.1111/j.1470-6431.2011.01041.x/epdf

1. Consumers want new and now - don't understand consequences

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   • http://onlinelibrary.wiley.com/store/10.1111/ijcs.12169/asset/ijcs12169.pdf?v=1&t=i6vwsbv1&s=c4bd4a9577d2ddb72dd9578648bf8c3caf3e1241&systemMessage=Wiley+Online+Library+will+be+disrupted+on+7th+March+from+10%3A00-13%3A00+GMT+%2805%3A00-08%3A00+EST%29+for+essential+maintenance.++Apologies+for+the+inconvenience.

1. CEO of H&M: reducing consumption will create a social catastrophe

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   • http://www.theguardian.com/sustainable-business/hm-partner-zone/2015/feb/03/ceo-of-hm-reducing-consumption-will-create-a-social-catastrophe?CMP=share_btn_tw

1. the slow fashion concept asks consumers to question established practices and worldviews

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   • http://onlinelibrary.wiley.com/store/10.1111/ijcs.12169/asset/ijcs12169.pdf?v=1&t=i6vwsbv1&s=c4bd4a9577d2ddb72dd9578648bf8c3caf3e1241&systemMessage=Wiley+Online+Library+will+be+disrupted+on+7th+March+from+10%3A00-13%3A00+GMT+%2805%3A00-08%3A00+EST%29+for+essential+maintenance.++Apologies+for+the+inconvenience.

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• http://onlinelibrary.wiley.com/doi/10.1111/grow.12041/epdf

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•  Allana McAspurn, of ethical fashion campaign body Made-By, said change would be gradual: "It's about continuous improvement - a step-by-step approach."We've created a situation where we've got really cheap clothes and that's not going to re-addressed overnight.” http://news.bbc.co.uk/1/hi/uk/7899327.stm

1. Fast fashion cannot be replaced entirely, strategic direction is whats needed
   1. Either consumer behaviours need to change or legislation and strategy does
      1. First, the evidence presented is often not hard enough, since it is based on qualitative data; and, sec- ond, (they are often only valid for a specic sector or company, hence their applicability is limited.

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         •   Salzmann, O., Ionescu-somers, A., & Steger, U. (2005). The Business Case for Corporate Sustainability: European Management Journal, 23(1), 2736. doi:10.1016/j.emj.2004.12.007  
         1. If the propositions emerging from this paper survive empirical testing, they will extend our theories of corporate sustainability beyond the all-or-nothing type of argument underlying most of the CSP–CFP debate. This in turn will hopefully lead to a more relevant description of the corporate sustainability challenges faced by most managers.

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            •   Hockerts, K. (2015). A Cognitive Perspective on the Business Case for Corporate Sustainability.Business Strategy and the Environment, 24(2), 102–122. doi:10.1002/bse.1813  
            1. Q: How do you feel it can move more into the mainstream, or if not why? KF: Surely the question is about how the mainstream can transform?

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               • http://katefletcher.com/tag/fashion/page/4/

1. Perhaps younger consumers have a different ethical perspective than other age groups, which should be investigated in further research.

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   • http://www.emeraldinsight.com/doi/pdfplus/10.1108/13612020610679321

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• http://www.theguardian.com/sustainable-business/2015/feb/23/future-of-waste-five-things-look-2025?CMP=share_btn_tw

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• http://f2.washington.edu/fm/sites/default/files/Porter%20Business%20Case%20for%20CSR.pdf

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• DOI 10.1007/s40685-014-0011-y