Research Area

Sustainability in the Consumer fashion which has turned to Fast-Moving Consumer Goods in the
current business scenario

Title
Exploration of stages in Fashion Value Chain to introduce sustainable practices as to provide a
fashion chain which does not rely on extensive use of resources from External Sources.

Introduction
• Background :
The Generation Y does not look for fashion only the mindset looks answers for questions
like how this fashion has reached to the market , is the fashion brand responsible enough, as
the consumer is today aware about the material ,the Ethical value & Social value of a
product they buy and use which is reflected by awareness of the amount of energy used to
market a product, amount of water that goes into the manufacturing of the product &
amount of Greenhouse Gases emissions. The Consciousness has trickled up all the way from
consumer to the modern corporates and they are reacting to the change as well.

“Sustainably is going to be the center stage of innovation in fashion industry 2018 onwards”
McKinney business of fashion’2018

• Research Gap:
Closing the loop of a product and making the linear make-buy-dispose system to make-buy-
upcycle approach again will be the key trend , today we see sustainable innovation in
fragments of the fashion value chain but the future trend will integrate the sustainable
planning for the entire apparel value chain, Planning for recycling would be integrated from
the design stage of a product and the value chain framework will support the entire supply
chain from Fiber to Consumer

Figure 1 Source: Euromonitor International Apparel & Footwear 2017 Edition (volume sales trends 2005–2016); World
Bank, World development indicators – GD (2017)

• By above Facts we can assess that we have reached a stage where we are producing and
disposing at a much faster rate than in the past.
 • Contribution:
The global denim consumption in pieces in 1959 million in which each denim takes about
10,000 litters of water with 6000 litters of water consumer by the cotton cultivation process
for each pair while using 35 % auxiliary chemicals of the world consumption to bring that to
CenterStage 1 Kg of cotton fabric produces 20 Kg of carbon dioxide equivalent GHG
emission, 48 kgs of nitrogen Sulphur depositions in fresh water bodies & uses 60 Kw of
energy & The denim footprint for North America 1.4 Jeans/ person that is around 800
million pair of jeans are walking around in the North America, Denim stays a classic product
throughout the fashion consumption spectrum , There is a need to create an apparel value
chain which can sustain itself without affecting the Ecological balance & consumer demand ,
The self-sustenance can be introduced in various stages of a product lifecycle from design,
Raw Materials, Processing, Manufacturing, Transportation , Retail, Use & End of Use

Research Design
Type Of intended Research: Applied Research
Why? Solving a physical problem by reducing the dependability on external sources for resources
for the fashion industry could reduce the overall fashion footprint and its effects on the external
factors and resources , Developing methods & Infrastructure that can use the resources from end of
the fashion supply chain t create new products. At present day, used garments can be converted to
basic building lock of a garment that is fibre & needs to be at a commercial level with industry
acceptability.

Methods & Tools for Data Collection

1) Sruvey for consumers : Understanding the need of sustainability from consumers point of
view
2) Interview with Technology Leaders : Commercial Feasability of supporting the sustainable
framework
3) Interview Industry Leaders: Understand best Practices
4) Testing of garments for recyclable content
5) Studying Micro & Micro Processes in each stage of fashion value chain to understand where
and what can be done
6) Study operational Practices of global Leaders and domestic Players to create and evaluate
the amount of resources and the current footprint.

Works Cited
Boston Consulting Group. (2016). Pulse Of Fashion Industry. BCG.

Ellen Mc Arthur Foundation. (2017). A New Textiles Economy : Redesigning Fashion's Future. Mc Kinsey.

MILJOGIRAFF. (2016). LCA Of Recycling Cottton. H&M & I:Collect.

Submitted By:
Anmol Jain
MFT/17/18
NIFT,DELHI
Submitted To:
Mr. C.S Joshi