Femnet e.V.

Die Textilbranche ist die zweitgrößte Konsumgüterbranche in Deutschland und mit vielen negativen Auswirkungen verbunden. Dieses Themenheft zeigt ökologische Zusammenhänge der Lieferkette auf und beleuchtet Aspekte nachhaltiger Entwicklungen. Es ist geeignet für den Unterricht ab Klassenstufe 8/9.

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Fashion Revolution commissioned a survey of 5,000 people aged 16-75 in the five largest European markets, including Germany, United Kingdom, France, Italy and Spain, to find out how supply chain transparency and sustainability impacts EU consumers’ purchasing decisions when shopping for clothing, accessories and shoes. We wanted to find out what information consumers would like fashion brands to share when it comes to social and environmental impacts and to better understand what roles consumers think that governments and laws should play in ensuring clothing is sustainably produced.

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Die Deutschen bestellen immer mehr im Netz – und schicken immer häufiger Pakete zurück. Kaum jemand weiß allerdings, dass ein großer Teil der Retouren nicht wiederverkauft wird, sondern im Müll landet. Nur Einer von Zehn ist sich dieser Verschwendung bewusst, zeigt die Greenpeace-Umfrage zum Online-Kaufverhalten 2018.

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This book provides a comprehensive overview of new insights into consumer behaviour mechanisms in order to shift practices toward sustainable fashion and to minimize the negative impacts of fast fashion on the environment and society. Concepts and techniques are presented that could overcome the formidable economic drivers of fast fashion and lead toward a future of sustainable fashion.

While the need for change in the fashion industry post-Rana Plaza could not be more obvious, alternative and more sustainable consumption models have been under-investigated. The paucity of such research extends to highly consumptive consumer behaviours regarding fast fashion (i.e. impulse buying and throwaways) and the related impediments these behaviours pose for sustainable fashion.

Written by leading researchers in the field of sustainable fashion and supported by the Textile Institute, this book evaluates fashion trends, what factors have led to new trends and how the factors supporting fast fashion differ from those of the past. It explores the economic drivers of fast fashion and what social, environmental and political factors should be maintained, and business approaches adopted, in order for fast fashion to be a sustainable model. In particular, it provides consumer behaviour concepts that can be utilized at the retail level to support sustainable fashion.

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Fast fashion is a clothing supply chain model that is intended to respond quickly to the latest fashion trends by frequently updating the clothing products available in stores. The shift towards fast fashion leads to shorter practical service lives for garments. Collaborative consumption is an alternative way of doing business to the conventional model of ownership-based consumption, and one that can potentially reduce the environmental impacts of fashion by prolonging the practical service life of clothes. In this study, we used life cycle assessment to explore the environmental performance of clothing libraries, as one of the possible ways in which collaborative consumption can be implemented, and compared the advantages and disadvantages in relation to conventional business models. Furthermore, the key factors influencing the environmental impact of clothing libraries were investigated. We based our assessment on three key popular garments that are stocked in clothing libraries: jeans, T-shirts and dresses. The results showed the benefits of implementing clothing libraries associated with the garments’ prolonged service lives. Therefore to achieve environmental gains, it is important to substantially increase garment service life. Moreover, the results quantitatively demonstrated the potential risk of problem shifting: increased customer transportation can completely offset the benefits gained from reduced production. This highlighted the need to account for the logistics when implementing collaborative consumption business models.

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