Eco-activism has been central to Patagonia's DNA long before large retailers assumed responsibility for their environmental footprint. India needs to go back to its roots of minimalistic living and respect for nature to strengthen sustainability efforts in fashion industry
Shopping events such as the ‘Black Friday and Cyber Monday’ (BFCM) sales, leading to mindless consumerism
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With every passing season, the global fashion industry propagates a frenzied pace of change in trends, feeding on consumers’ insecurities, deliberately making them feel off-trend and out of fashion. The fashion cycle has now shifted from the traditional spring/summer and autumn/winter collections to over 50 new micro seasons. Global clothing production doubled between 2000-2015, while the number of times an item was worn before being disposed of declined by 36 percent.
In India, customer spending on clothing rose by a whopping 181 percent between 2010-2018. The expansion of the middle-class population and growing purchasing power is likely to influence a shift from need-based purchasing to aspiration-based purchasing. This problem of overconsumption is further amplified by lucrative deals offered during shopping events such as the ‘Black Friday and Cyber Monday’ (BFCM) sales, leading to mindless consumerism. While increased consumer spending may appear to power the economy, it has palpably hastened environmental degradation. The immediate environmental costs associated with the global fashion industry include increased wastage and material loss (85 percent of textiles end up in landfills or being incinerated), water-intensive production (10,000 litres consumed to produce a pair of jeans), higher energy consumption (energy used in this industry is more than the aviation and shipping industry combined) and account for about 8-10 percent of the global greenhouse gas (GHG) emissions.
[This article has been reproduced with permission from the Indian School of Business, India]