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Green is the new black

How Swedish luxury fashion brands use sustainability as an advantage in international markets

Written by Caroline Hall, Jennifer Nilsson

Paper category

Bachelor Thesis


Business Administration>Management




Bachelor Thesis: Sustainable development In today's highly competitive and fashionable society, it is no longer enough for a company to have good products and services. Values ​​and responsibilities have also become competitive factors that fashion companies are forced to consider. Consumers are more aware of these issues than before and need more sustainable production (Löhman & Steinholtz, 2003). According to Niinimäki (2010), sustainable fashion is the production, marketing and use of clothes, accessories, and shoes in a sustainable manner in consideration of the environment, ethics, and socio-economic aspects. What the company pursues is to continuously improve all links of its production chain, from logistics, raw material production, sewing, transportation, marketing and sales, to end customers. From an environmental point of view, the goal should be to minimize unnecessary environmental impacts while simplifying the use of natural resources. From an ethical and socio-economic point of view, the goal is to improve working conditions (Green Strategy, 2016). In addition, consumers are also responsible for prolonging the service life of clothing by choosing the right company to purchase and recycling clothing (Löhman & Steinholtz, 2003). According to researchers, the reasons for the increase in textile consumption depend on three factors: economy, society and culture. The economic aspect is one reason for the increase in clothing consumption, because Sweden has better welfare, easier access to loans and cheaper clothing. The appearance and clothing of consumers have become more important, and our expression of identity today is more important than in the past. This is why social factors have an impact on sustainability. In terms of culture, the increasing significance of fashion and the differences across the country are also the reason why people waste more clothes today than ever before (Handelsrådet, 2016). There are seven different forms of sustainable fashion (Figure 1.0). Some fashion companies claim that the best way to achieve a green future is to produce more clothing that meets the sustainable development goals, while other operators advocate using the advantages of recycled clothing (Green Strategy, 2016). All the different ways and strategies for producing and consuming more environmental, ethical, and socio-economic sustainability are an important part of the fashion industry's development towards a greener world (Parguel et al., 2011). If all the factors in Figure 1.0 can be combined and applied to each piece of clothing, then the most profitable option is. Then, each textile will be produced in accordance with Articles 1 and 5 in an environmental and ethical manner (Green Strategy, 2016). In addition, Yeniyurt, Henke, and Yalcinkaya (2014) pointed out that it is important to establish a good relationship between the company and the manufacturer. As a result, a longer-lasting relationship results in the company's greater impact on production and materials. Later, customers will be required to provide the seventh part (Green Strategy, 2016) in the specific performance. Consumers must understand the entire process of production, and companies must provide information (Clark, 2008). According to the sixth place, the next step will be high-quality manufacturing in the eternal collection. Fussing (2004) explained that as early as the 1800s, people discovered that timeless clothing can extend the life of clothing. Niinimäki (2010) supports this statement and means that by creating timeless collections, opportunities are opened up for longer-term use of clothing. In addition, this dress will be used cautiously and upgraded to create a life, as shown in the fourth point (Green Strategy, 2016). In addition, Harris, Roby, and Dibb (2016) agreed with this statement and stated that taking good care of clothes is important. For example, follow the washing instructions. In addition, this piece of clothing will be reused, exchanged or rented, and the second and third place (Green Strategy, 2016) will be reused by newcomers. Finally, when the clothes are all worn out, they can be left in the recycling bin to make new clothes (Achabou & Dekhili, 2013). Figure 1.0 shows seven different forms of sustainable development from the perspective of producers and consumers. The ideal situation is that the production and use of clothes are actually handled in this way, but the reality looks different, and there is still a long way to go to complete the entire number in the fashion industry (Green Strategy, 2016). 2.1.1 Triple bottom line According to Slapper and Hall (2011), sustainability is a growing factor, and the triple bottom line (TBL) is a framework that many departments have adopted to assess their sustainability performance. The author defines TBL as a tool to measure a company's social, environmental, and financial factors. It is also called the Three Ps: People, Earth, and Profit. Elkington (1999) founded the TBL concept year in 1997. He pointed out that companies that follow the triple bottom line concept will consider the impact of their actions on all personnel involved in the business, which is under consideration. Read Less