Sustainability and business models in the fashion industry

Abstract

The importance of the sustainability is very important in the current world (Bauman, 2006). Nowadays, the business model that triumphs in the world of fashion is the movement of the fast fashion with regarding companies as Zara, Handle or H&M (Proglio, 2010). From a managerial point of view, there is no doubt of its viability and of its big benefits, but from a sustainable point of view, all the characteristics that the model as one that offers a big variety in its articles, it’s low prices, its big expenses of logistics, all in all create a model that does not contribute to the sustainability of the planet (Cachon, 2011). As an alternative of this model, t the slow fashion was born and a change of thought, where the consumers possess more quality in the articles and a higher perceived value highlighting the extract and the proper identity of the pledge. This model is more sustainable for the planet, although the regarding companies of the slow are very little well-known small enterprises and that take a faithful and respectful consumer as a client with the environment (Fletcher, 2007). The main target is to analyze the sustainability of two business models in the industry of the fashion, like Fast Fashion and Slow Fashion, by means of a methodology of review of the literature where a labor camp is delimited and were the factors that intervene in the same one and a few conclusions logical and well-taken are extracted. That is to say, they concentrate on an aspect and it is developed exhaustively. It concerns the structure of this work, first of all, a review of the literature will be exhibited, where the concept of sustainability will be explained, giving importance to the terms of strong and weak sustainability, and also the relevancy of the sustainability in the world of the fashion. Later the fast fashion and the slow fashion will be analyzed like business models, and its characteristics to go so far as to obtain these models. Next, by means of a case of study, the previous business models will be verified with the comparison between a regarding company of the fast fashion, in this case Zara and a company with much potentially inside the managerial model of the Slow, Wendy's Small house. Once having analyzed the diverse companies, one will examine the implications that the sustainability has on having belonged to the fast or to the slow fashion. To conclude, the conclusions of the project that will include the review of the literature and the case of study. The whole used bibliography will be quoted ad the end.