Femnet e.V.

Every one of us wears shoes every day. But do we ever ask ourselves where the leather comes from to make our shoes? How is the skin of an animal turned into a shoe? Who does this work and under what conditions? This report takes us on a journey to the beginning of a leather shoe. The report looks at the leather industry in India and reveals the social and environmental impacts of tanneries. It provides a glimpse at the adverse conditions at tanneries in India, where people work with minimal or no protective gear, for payment below the minimum wage and no social security benefit. The workers themselves suffer from occupational diseases and the communities around the tanneries must deal with polluted rivers and drinking water and the dumping of solid waste without regard to environmental standards and rules.

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Using the qualitative research method Zaltman Metaphor Elicitation Technique (ZMET), this thesis examines what consumers understand by sustainability in the fashion industry, which characteristics decide about the purchase of fashion products and which characteristics become drivers and barriers for consumers when they deal with purchasing decisions in the sustainable fashion industry. The research group is Generation Y, as previous research shows that this group has a high interest in clothing. Projective methods, such as the ZMET method, are used to avoid socially desired answers and to experience unconscious thoughts and emotions from the consumer through association and collage techniques. With its 14 steps, ZMET represents an elaborate qualitative method and is examined in this work for its advantages and disadvantages and for its suitability for this research topic. The study shows that although Generation Y has a diverse and differentiated idea of sustainability, sustainability still plays a subordinate role, especially in the fashion industry, from the point of view of consumers. Criteria such as price, attractiveness of the fashion item, quality and fit are still much more important to consumers. These criticize the lack of a political framework for controlled seals, which are communicated and established by the media and companies, in order to then be sufficiently informed as a powerful consumer. Generation Y wants to be relieved by "honest" seals. Therefore, companies are advised to focus on sharing information about their standards and quality and securing it.

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Brand management is confronted with a variety of different framework conditions. In particular, the awareness of society regarding socially and ecologically produced products plays an increasingly important role in the definition of brand identity. The present study examines the influence of sustainability on the purchasing decision for textiles. In addition, the anchoring of sustainability in the brand identity and the resulting brand perception is discussed.

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Sustainability is an issue that concerns all those involved in the apparel industry, including textile manufacturers, apparel designers, retailers and consumers. This important book covers recent advances and novel technologies in the key areas of production, processing and recycling of apparel.

Part One addresses sustainable finishing and dyeing processes for textiles. The first two chapters concentrate on the environmental impact of fabric finishing, including water consumption, emissions and waste management. Further chapters focus on plasma and enzymatic treatments for sustainable textile processing, and the potential for improving the sustainability of dyeing technologies. Part Two covers issues of design, retail and recycling, and includes discussions of public attitudes towards sustainability in fashion, methods of measuring apparel sustainability and social trends in the re-use of apparel.

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In Germany, around 280 to 360 billion euros are spent annually on public procurement. Even if only parts of this sum are spent on work and service clothing as well as other textiles, some quantities come together: Church institutions, such as hospitals, nursing homes and nursing homes, for example, deal with bed linen, towels and work clothes for nurses and doctors. This purchasing power must be used as a lever for human rights in global supply chains.

The brochure informs about the inhumane working conditions in the global clothing and textile industry. It also provides information on the possibilities of eco-fair procurement at municipalities and church institutions.

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