Fashion And Its Productivity

Fashion and its productivity

Introduction

For a long time there have been textile products, however, fashion is current To the industries established that clothing garments had to be renewed in a short time creating different trends for each season of the year, due to this, the textile industry has become one of the most polluting. In a recent UN article, “the fashion industry is the second water consumer worldwide, it generates about 20% of wastewater and releases half a million tons of synthetic microfibers to the ocean every year. 

Developing

The average consumer buys 60% plus clothes than 15 years ago and each article preserved half of the time.”The serious damage and consequences that this phenomenon entails, such as the acceleration of climate change or environmental degradation, have caused industries to be more aware of these bad practices and begin to take initiatives to change it. In the business field in general, Corporate Social Responsibility (CSR) arises, an active and voluntary contribution to social, economic and environmental improvement by companies, then, in the textile industry sector, the term sustainable fashion arises.

Where an elaborated product is created considering the environmental and social impact that it can have on its entire life cycle, including its carbon footprint. After the aforementioned we believe that it is relevant to give more importance to environmental sustainability. It must also be taken into account that the consumer is beginning to demand products that are produced transparently and that the rational use of natural resources is adequate.

This is why we make this article, to publicize the role of social responsibility in sustainable fashion and seek strategies that promote this in the sector.

Both in companies and in brands, opting for a more sustainable and breathable future. The article will be developed through bibliographic research, consulting scientific articles, books and monographs in which the issue of sustainability and corporate social responsibility is covered and thus have a broader knowledge of our subject. After this, it is intended to make an analysis of the information obtained in the investigation to be able to interpret and make conclusions and recommendations, thus evidencing the fashion problems and opportunities that exist in the sustainable fashion sector in Colombia.

Implying the importance of the environment and the effects that do not do something in the course of time, in addition, giving credit to brands that through their strategies have aware of society and have executed these strategies in their products textiles, thus strengthening innovation, creativity of marketing and above all, retaking those behaviors that can be implemented, such as reusing garments to give them better use or create something new and different."Choose your corner, get to collect carefully, intensely and to the maximum of your capacity and that way you can change the world" (Eames). 

Every day, the impacts of the environmental crisis are more perceived since when you think about companies or industries that harm the environment in the first industries that are thought of is in the energy or transport industry some even think that the food industry. However, according to the UN Conference on Commerce and Development. The fashion industry is the second most polluting in the world. In addition, the fashion industry produces more carbon emissions than all international maritime flights and shipments together, with the consequences that this has on climate change and global warming. (UNCTAD).

In Colombia there is no exception of the effects of the textile industry, climate change, water and air pollution, the loss of biodiversity, among others; Being such a rich country in diversity of natural resources, few companies have been interested in the savings and recycling of water resources, and the results of the strategies implemented by the Government are very low, it is evident that the tendency towards the consumption of foreign clothing is an irrefutable phenomenon; Many times unnecessary garments are acquired, in which buyers get carried away by the fact that using such a brand, original or copy.

It provides some status that positively differentiates it from others; Well, in the end, the important thing is to be fashionable. Nowadays, the behaviors generated. Studies show that people actually use 20% of their closet. Few are consumers who question and demand the origin of the products and make responsible consumption, some of these brands are Zara, H&M, independent or artisan designers.

They look for ways to improve their production processes including natural and chemical -free fabrics. This new era or generation of brands and designers in Colombia have opted for the sustainable development of their products, from friendly eco fields to certifications of responsible labor. This new generation of Colombian designers is committed to slow fashion, prioritizing the quality of preparation, design and quality of life of its employees above mass consumption. (Bogota Trade Chamber). Colombia has great wealth thanks to its natural and cultural diversity.

The same that can allow the person to create sustainable fash colors, textures or shapes. In addition to this there are also small businesses, stores or also called “aphids” where they sell second or new clothes, which is why fashion in Colombia is up to the large countries of the world. Since the collections of national designers allow to assess the work done with Colombian products and materials.

Many of them influenced by the ancestrality of our artisans. In each product is an identity associated with its national origin, according to Marca Country. (Colombia brand). To better understand these strategies we define the concept of fast fashion, this is the term used to designate the marketing strategy used by the main clothing brands, which quickly produce and market the trends and styles of the great fashion parades, allowing the consumer to have access to the most current trends and styles at lower prices. 

It represents a marketing strategy that plays with the rapid and continuous production of fashion products and with a rapid and direct distribution, having a fairly simple system, clothing done quickly, for rapid digestion and rapid consumption, leading to an obsessive cycle of production and mass consumption. Part of the negative effects of sustainable fashion are the excessive consumption of water for production, the non -correct dyes waste, low wages to their workers and poor working conditions.  WWF campaign (World Wild Fund). On the other hand, slow fashion seeks to combat mass consumption through products that are based on sustainability.

That are ecological or that they follow ethical practices. It takes care that in production some quality is maintained and that the processes are good so that in this way the products can last more. Finally, seek to teach the consumer to invest in clothing which will use for a long period of time. Slow fashion is created according to the circular economy, known by its three "R" (reducing, reusing and recycling), the circular economy is an eco -friendly economic model that aims to extend the useful life of solid products and return them a resource. This as opposed to the linear economy that governs us today and that produces so many waste that the world is filling with garbage.

Now, to achieve economic development and sustainable development in the country, it is urgent to reduce the ecological footprint through a change in the methods of production and consumption of goods and resources. It is also important to encourage industries, businesses and consumers to recycle and reduce waste, as well as support developing countries to move towards sustainable consumption patterns by 2030. (UNDP, S.F.).(Lim) mentions that one of the ways to change consumer behavior to be more responsible is through sustainable marketing strategies in campaigns. 

Part of the key for these strategies to be successful is the approach to the stakeholders (interested part) of the market and the ecosystem. The company must concentrate on establishing a good relationship with them and achieving fidelity which is achieved through the adoption of sustainable practices that serve to generate a better image of the brand or company so that this fidelity is increased. Something that complements this change in consumer behavior is also the support of technology since it can raise awareness between the public and keep them informed of the problems.

Whether social or environmental with this covers the dimension of learning and consumer memory. At the same time, they must motivate them to create solutions before "consumerism" and give ideas for ideas to achieve their objective of sustainable fashion companies. Today, the search for the improvement of people’s quality of life is something for which many companies are pointing since it is the objective of sustainability and economic, social, environmental and institutional aspects should be considered to achieve this improvement ( Undp, ​​s.F.) That is why the importance of this article.

While the responsibility is from the industries and their way of producing clothes, the responsibility also falls to the consumer, since in the end it is the one that has the ability to decide what it wants or not to buy and how often, and in this way the Industry should be adapted to consumer desires and needs. That is why for us as market Logos we are generated a great responsibility for the uses that we give to the information and how we transmit the same.

After researching the bibliographic material that exists on sustainable fashion, social marketing and circular fashion, we notice the high degrees of pollution that has caused an alert by the UN, because the industry is the one that has generated Much of pollutants on the planet. The United Nations says that the fashion industry, including the production of all the clothes that everyone uses, contributes to about 10 % of global greenhouse gas emissions, due to their long supply chains and production chains high energy consumption. 

The fashion industry consumes more energy than aviation and expeditions together (United Nations Climatic Change) Therefore have initiated a strategy to avoid or reduce those main pollutants and focus on potential waste that helps the environment. "Fast fashion does not have to be bad for the environment. The only examples that we have fast fashion are cheap companies that make garments of very bad materials, so that we relate fast fashion to something bad for the environment or of poor quality ”(Aflalo). Some of the strategies that are seen worldwide are the implementation of sustainable fashion.

Change traditional processes by processes with fewer toxic agents and the good disposal of waste so as not to contaminate landfills. Circular fashion is also one of these strategies, known for its three “R” (reducing, reusing and recycling) that implies manufacturing reduction, reuse textiles and recycling when it can no longer be used for its main objective. In addition to this, we can conclude that in Colombia, industries have already changed the concept of fashion towards sustainability. However, this is not enough, companies must learn to create strategies analyzing consumer behavior.

So that the sustainable fashion movement becomes massive and effective. There is still much to work and discover, above all there is much to change in the mentality of the Colombian consumer and this can be achieved by teaching new purchasing behaviors and making known all the benefits it obtains as the care of the environment and that when buying textiles used costs are reduced. It was also observed that the sustainable fashion industry in Colombia is a potential market, having a great reception by brands, since it has had a positive impact on the environment through the reuse of garments or materials both in its manufacturing processes and materials.

conclusion

This stimulates a social change in Colombian culture generating awareness of the impact that some companies with the environment generate, for the Colombian population it is important to be fashionable to belong to the social class and have a status, however, renowned designers in Colombia have promoted the use of less polluting products in their quality. In the final conclusion, fashion allows us to express our identity and encourage creativity, so the importance of sustainable fash on the one hand the care of the environment since it is a sector that has emerged positively in the market.